Tourism Ireland marketing campaign for Wild Atlantic Way tourist route enlists band Solomon Grey for five-track EP
Tourism Ireland has launched a marketing campaign, which includes the release of a five-track EP, to promote the launch of a 2,500km long tourist route down the west coast of Ireland, the Wild Atlantic Way.
The EP soundtrack – ‘Dathanna – Sounds of the Wild Atlantic Way - was composed by electro-indie band Solomon Grey, and an eight-minute film following the band taking the road trip accompanies the launch. The EP and film are part of a campaign created by Publicis London and production company Friend.
Vanessa Markey, head of GB at Tourism Ireland, said: “Our aim was to show just how immersive and inspirational Ireland is by providing tangible evidence – in the form of an album.
“The idea shows how the Wild Atlantic Way is far more than a journey: it delivers moments to treasure and experiences that offer a true sense of joyful immersion into this stunning coastline.”
The campaign will be supported by TV adverts cut from the documentary, video-on-demand trailers, online display ads and PR and print partnerships. The album will also generate coverage through music channels, music blogs and radio plays.
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