Spotlight on the Wild Atlantic Way in Germany
Millions of people around Germany are seeing eye-catching ads for the Wild Atlantic Way – which are running on digital screens located in prominent, central locations in seven different cities.
This is all part of Tourism Ireland’s latest promotion in Germany, in conjunction with Fáilte Ireland, to highlight the Wild Atlantic Way to German holidaymakers. The month-long campaign is running in German cities with direct flights to Ireland. These include Munich, Stuttgart, Frankfurt, Düsseldorf, Cologne, Hamburg and Berlin.
The promotion also includes a 15-second video ad, running on digital TV; and a partnership with TripAdvisor, with ads for the Wild Atlantic Way reaching German travellers researching holidays in Ireland.
Germany is the third-largest source of visitors to Ireland and one of the largest outbound travel markets in the world. 2018 was the eighth consecutive year of growth for Irish tourism from Germany. We welcomed almost 818,000 German arrivals, delivering almost €500 million to the economy.
Peter Nash, Tourism Ireland’s Manager in Central Europe, said in a statement: “Tourism Ireland has an extensive programme of promotions under way in Germany again in 2019, to build on 2018’s success. Germans who are interested in taking a holiday which involves sightseeing and local culture remain our core audience.
“We are also targeting people who engage in outdoor activities while on holidays. Our latest campaign is to spread the word about the many great things to see and do along the Wild Atlantic Way.”
Tourism Ireland in Germany is rolling out an extensive programme of promotional activity again throughout 2019 to build on the success of recent years. Tourism Ireland’s new ‘Fill Your Heart with Ireland’ (in German, ‘Irland. Lässt dein Herz höher schlagen’) ad has been running on German TV this spring on a range of channels including ARD, ZDF, SAT.1, RTL, Super RTL, VOX and Disney. It reached more than 17 million viewers.
A second TV campaign will run in the autumn. Tourism Ireland is also promoting Ireland on social channels. Ads are running on Instagram, YouTube and Facebook.
Tourism Ireland has also been working closely with key travel partners to highlight the new Ryanair flight from Cologne to Knock due to launch in June. This year, leading German travel and lifestyle journalists will visit Ireland. They will write or broadcast about their experience – generating positive publicity worth more than €60 million.
Email marketing is targeting 27,000 potential German holidaymakers each week throughout 2019. Meanwhile, Tourism Ireland is also promoting Ireland to its 319,000 Facebook fans in Germany.