The Athlone region is to feature in Fáilte Ireland’s first domestic consumer marketing campaign for the Ireland’s Hidden Heartlands brand, which launched this week.
The multi-media brand awareness campaign, worth €1m, will revolve around the concept ‘Yours to Uncover’. Over the coming weeks, audiences across Ireland will see the new campaign which focuses on themes of discovery and exploration, and encourages visitors to uncover their unique experience of the natural beauty and treasures of Ireland’s Hidden Heartlands.
Athlone and Glasson will feature in the TV ad, which will run for five weeks from next Monday, July 9, across 40 channels, including TV3, Channel 4, Sky and RTÉ News – reaching millions of viewers across the country. It will also feature in the breaks for high rating programmes such as The Sunday Game, Coronation Street and RTÉ News. The ad can be viewed across YouTube, Sky on Demand and Videology, which will extend the audience reach even further.
You can view the TV ad here:
As part of the campaign launch, the Ray D’Arcy Show on RTÉ Radio 1 will broadcast live from some key locations in Ireland’s Hidden Heartlands every day next week, including Athlone on Wednesday, July 11. Ray will interview local industry and participate in activities and experiences, so that he can bring the brand and area to life throughout the show.
Ireland’s Hidden Heartlands is the newest regional experience brand for Ireland and was unveiled in April. The brand aims to bring to life the Midland’s rich natural assets including its many lakes, walkways and blueways.
Ireland’s Hidden Heartlands will cover the ‘heart’ of the country, from Leitrim down to East Clare and extending through Longford, Roscommon, East Galway, as well as parts of Westmeath, Cavan, North Tipperary and Offaly. It will complement Fáilte Ireland’s other key brands - the Wild Atlantic Way, Ireland’s Ancient East and Dublin.