Fáilte Ireland kicks off €4m domestic marketing campaign

Fáilte Ireland’s ‘Keep Discovering’ campaign aims to drive domestic holidays for the remainder of the year and help to reboot and rebuild Ireland’s tourism industry.

Tourism body Fáilte Ireland has kicked off a €4m domestic marketing campaign that will go live today (24 May) across TV, press, radio, outdoor, cinema, PR and digital channels.

The aim of the campaign is to remind moor Irish people to discover the joy of holidaying in Ireland as they begin to reconnect with each other as Covid-19 restrictions ease and more people receive vaccinations.

“The economic importance of a domestic holiday cannot be overstated, particularly now at this point in our country’s recovery, so it’s about turning plans into bookings”

Minister for Tourism, Culture, Arts, Gaeltacht, Sport and Media Catherine Martin, TD, said the aim of the campaign is to drive much-needed and sustained footfall to local tourism and hospitality businesses as they reopen over the coming weeks.

“Pre-Covid19 domestic tourism was worth €2.5bn to our economy,” Minister Martin said.

“It is critical, now more than ever, that we holiday at home so jobs can be restored and revenue regained in the tourism sector across our communities and counties.

”This campaign will have a wide reach and I am confident domestic holidays will play a critical role in our national recovery. We can all play our part in helping to rebuild tourism by enjoying our country’s endless beauty and our world-famous hospitality, attractions and activities.”

Rediscovering Ireland

With safety continuing to be a priority for people as they plan their domestic holiday, Fáilte Ireland has relaunched an awareness campaign to promote its Covid-19 Safety Charter initiative designed to boost public confidence in the safety of tourism and hospitality businesses.  Almost 6000 businesses have applied for the Charter to date.

“We are investing heavily in our ‘Keep Discovering’ domestic marketing campaign which is about encouraging people to discover our wonderful country again now that restrictions are lifting,” said Fáilte Ireland CEO Paul Kelly.

“The economic importance of a domestic holiday cannot be overstated, particularly now at this point in our country’s recovery, so it’s about turning plans into bookings.  The tourism sector will need strong support across the country not just during the summer season but throughout autumn and winter months.”

Kelly pointed to recent Fáilte Ireland research that shows 46pc of Irish people plan on taking a short break in Ireland within the next six months.

“The €4m investment means we can run ‘Keep Discovering’ until the end of the year to both increase the number of people planning a holiday in Ireland and help turn these plans into actual holiday bookings right through and long after the summer.”

To help businesses leverage the Keep Discovering campaign, Fáilte Ireland has developed a Keep Discovering Industry Toolkit which contains an information guide, access to campaign assets such as templates and videos which can be used on social media or on business websites and a curated collection of over 100 images.

“While we expect domestic tourism to recover quickly in popular tourist hotspots in the summer season, our cities are seeing the slowest growth in bed night bookings compared to the rest of the country and will require additional support,” said Niall Tracey, Fáilte Ireland’s director of Marketing.

“The campaign will feature places such as Cork, Waterford, Limerick and Dublin during the summer before focusing on each of our regional experience brands – Ireland’s Hidden Heartlands, Ireland’s Ancient East, Wild Atlantic Way – on a national level as we look to autumn. Tourism gets into every parish in the country. That’s the power of it.”

By John Kennedy (john.kennedy3@boi.com)

Published: 24 May 2021