The Fáilte Ireland domestic holiday campaign begins on Monday, May 24th to encourage people to holiday at home. Launched by the Minister for Tourism Catherine Martin TD, the theme is “Keep Discovering”. The 27-week campaign aims to reboot and rebuild the tourism industry.
The campaign will be a high frequency multi-channel one with television, radio, publishing, television series as well as using social media and influencers to get the message across. The campaign is enhanced by Irish talent with Brendan Canty, director, capturing Irish landscapes and landmarks in a unique way.
Background music is by Dermot Kennedy and the voice is singer and songwriter Lisa Hannigan. It will encourage people to escape the ordinary and find new and interesting places to see and things to do.
Niall Tracey, Fáilte Ireland’s director of marketing said, “you don’t have to go far from classic tourism destinations to find better value. This year there will be a lot of free things to do.” The Office of Public Works (OPW) will have free access to all their sites this year. The Greenways that have sprung up all around the country are also a free amenity.
Optimism for 2021
Outside Dublin is expected to do well with home holidays this year. Dublin has been dramatically impacted with the lack of events, tourists and business travel. The latter part of the campaign will focus on encouraging people to come to Dublin for short breaks. City breaks are expected to be better value this year.