New Domestic Campaign Launches for Wild Atlantic Way

17 June 2014

A new campaign targeting Irish holiday makers and encouraging them to get out and discover the wonders of the Wild Atlantic Way has been launched today by Fáilte Ireland. A 60 second ad has gone live today and will be broadcast on cinema screens across the country targeting an audience of over 1 million filmgoers. To view the ad click here. The campaign also includes print and broadcast advertising which will be accompanied by a dynamic new social media campaign.

Speaking about the new campaign, Fiona Monaghan Head of the Wild Atlantic Way with Fáilte Ireland said –

“The Wild Atlantic Way is one of our most ambitious tourism projects ever. Over the last 18 months much focus has been placed on showcasing the route to potential visitors overseas and now we need to ensure that irish people who are considering holidaying at home over the summer months are fully aware of everything that the touring route has to offer.

“Through a range of media we will be highlighting the wonders of the west coast and I would like to encourage everyone to take the opportunity this summer to experience this fabulous attraction, right on their doorstep.”

Follow the ATTA’s Shannon Stowell and Chris Doyle as they kick off our 10 year anniversary with a motorcycle trip along Ireland’s #WildAtlanticWay in anticipation of the #2014ATWS.






As the campaign kicks off, two of the world’s top adventure travel specialists are preparing to arrive in Ireland for a 10 day journey of discovery along the Wild Atlantic Way. Shannon Stowell and Chris Doyle from the Adventure Travel Trade Association (ATTA) will be touring the route on motorbikes showcasing all that the Wild Atlantic Way has to offer via social media including video blogs and twitter updates. The ATTA are bringing over 650 delegates to their world summit in Killarney in October and the conference will provide a perfect opportunity to showcase Ireland to the international adventure travel trade and media.

Welcoming Chris and Shannon to Ireland, Ms Monaghan said –

“To have these adventure travel VIPs visit Ireland gives us a fabulous opportunity to showcase the Wild Atlantic Way to a global audience but most importantly to the adventure tourism audience who are a key target market for the route. There is only so much we can say about the Wild Atlantic Way, sometimes it just has to be experienced. As experiences such as these are shared through social media and online, we are confident that more and more people are going to be as excited as we are about the Wild Atlantic Way.”

Just this week, the route which stretches from the Inishowen Peninsula in Donegal to Kinsale in Cork was the focus for a special edition programme on RTE’s Nationwide uncovering some of the treasures, culture and flavours on offer along the West Coast.

Fáilte Ireland recently allocated €3.2m of funding for a programme of improvement works for 133 Discovery Points and 22 embarkation points which have been identified along the 2,400km Wild Atlantic Way route. The discovery points which have been identified for upgrade are essential to the success of the project and represent locations where the visitor can stop off, get out and explore, find out about some unique stories relating to the natural heritage of the area as well as the culture and social history associated with the location.