Monday, September 13, 2021

Throughout the summer, Fáilte Ireland’s ‘Keep Discovering’ marketing campaign has been encouraging Irish people to discover the joy of holidaying in Ireland. With restrictions for tourism and hospitality businesses easing the upcoming shoulder season is an important time for the tourism sector in Mayo.

Rolling into Autumn, the next phase of the ‘Keep Discovering’ campaign is kicking off this month at a national, regional and county level. With a focus on driving much needed bookings for the sector people are being encouraged to book their remaining annual leave before year end and turn these days into an Autumn/Winter break in Mayo.

Fáilte Ireland’s Director of Marketing, Niall Tracey, commented: “The campaign will show all the great places to explore and things to see and do across the country with a ‘Keep Discovering Mayo’ county video airing for a day on national TV on Monday 13th September and supported on social media. There will be heavyweight national print support throughout the season, focusing on all destinations and tourism offerings.  We will also be geotargeting destination content to trigger bookings from people within a 2 hour driving distance of Mayo.”

The Keep Discovering Mayo tv ad features several key locations and experiences showcasing the breadth of the county has to offer visitors. From tackling the mighty Croagh Patrick, to enjoying the beauty of the Great Western Greenway or the epic majesty of Downpatrick Head, it will inspire the domestic audience with ideas on where to go and things to do this Autumn.

Fáilte Ireland will also be advertising across corporate online channels, such as WeTransfer and LinkedIn, connecting with target consumers during their working day and nudging them to take their annual leave and book a break in Ireland.

To make planning a break even easier, Fáilte Ireland will introduce an online break planner by reaching out to people via social posts and bringing those who interact into an online form to capture and share some key criteria for their future trip. Within 24 hours, they will receive a personalised email from Discover Ireland highlighting the best things to see and do in their area of choice and encouraging them to book now.

Ahead of the Autumn campaign, Fáilte Ireland briefed hundreds of tourism businesses on the Wild Atlantic Way, including Mayo, in a virtual ‘Keep Discovering’ Domestic Marketing Campaign – 2021 Shoulder Season Webinar, sharing marketing plans and how they can leverage the ‘Keep Discovering’ campaign for their business. New additions have been made to the Keep Discovering toolkit including fresh assets for the shoulder season for these businesses. Martin Donnelly, Product Sales and Distribution Manager at Fáilte Ireland also shared some new developments on the domestic sales promotions campaign and how Mayo businesses can get involved.

Featured in the Mayo TV ad: 

- Croagh Patrick

- Great Western Greenway

- Westport House

- Kitesurfing on Bertra Beach

- Keel Beach, Achill Island

- Downpatrick Head, WAW Signature Point

- Wild Nephin Ballycroy National Park (Dark Sky Reserve)

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