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21/10/2021

'Keep Discovering' campaign will showcase Donegal beauty spots and hidden gems on national TV

Fintra Beach, the Silver Strand and Fanad Lighthouse among the areas shown in the ad

Fintra Beach SIOBHAN MCNAMARA

Fintra Beach is among the Donegal beauty spots to feature in national ad campaign. PHOTO Siobhán McNamara

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 Donegal.   

Rolling into Autumn, the next phase of the ‘Keep Discovering’ campaign kicked 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 Donegal.   

Fáilte Ireland’s Director of Marketing, Niall Tracey said: “The campaign will showcase the great places to explore across the country with a dedicated ‘Keep Discovering Donegal’ county video airing on national TV on Friday, September 24 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 two-hour driving distance of Donegal.”  

The Keep Discovering Donegal video features several key locations and experiences, showcasing the breadth the county has to offer. From discovering the rugged beauty of Glenveagh National Park, to touring the unforgettable Fanad Lighthouse, or stumbling upon the secluded bay at Silver Strand, it will inspire the domestic audience with ideas on where to go and things to do this Autumn in Donegal.

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 share some key information 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 destination of choice. 

Ahead of the Autumn campaign, Fáilte Ireland shared its marketing plans with hundreds of tourism businesses on the Wild Atlantic Way, including businesses from Donegal via a webinar. Businesses were also provided with ideas on how they can leverage the ‘Keep Discovering’ campaign while new additions have been made to the Keep Discovering toolkit for businesses including fresh assets for the shoulder season. 

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