A major multi-media summer advertising campaign aimed at promoting the extensive tourism potential of the Midlands has been launched by Fáilte Ireland and will run until July 21.
The campaign, which is worth €550k, and carries the slogan “Yours to Uncover” is part of Fáilte Ireland's plan to increase awareness in the domestic market of their newest regional experience, “Ireland's Hidden Heartlands” which was launched just over a year ago.
The brand aim is to bring to life the Midlands rich natural assets including its many lakes, rivers, walkways and blueways, and follows on from the phenomenally successful Wild Atlantic Way and Ireland's Ancient East.
As part of the campaign, TV audiences will see some of the unique experiences, natural treasures and beauty that are unique to the “heart” of Ireland. The campign will also run on radio and all digital channels and will also feature outdoor advertising slots. It will culminate with a two-week partnership with RTE Radio 1's Ray D'Arcy Show.
The “Hidden Heartlands” initiative has the potential to substantially increase tourism to the Athlone and greater Westmeath area, as Fáilte Ireland have identified the two central spines of the Midlands region as being the the river Shannon, which runs through Athlone, and the Beara Breifne Way. Their re-branding of the Midlands focuses on how these two major assets can be developed to bring visitor experiences of scale to the region.
As part of their promotional campaign for the Midlands, Fáilte Ireland say that there is “an infinite variety of things to do for all ages along the length of the river Shannon, by the many beautiful lakes in the area or along the many quiet rural byways that criss-cross this picturesque part of Ireland.”