The Ray D’Arcy Show has joined forces this summer with Fáilte Ireland, as part of its‘Yours to Uncover’ new marketing campaign for Ireland’s Hidden
Heartlands, and will be broadcasting live this afternoon from Portumna Castle Harbour, Galway, with RTE Radio 1 from 3 – 4.30pm as the show visits parts of Ireland’s Hidden Heartlands this week. The show will broadcast live from Athlone's Radisson Blue Hotel on Wednesday, Carrick-on-Shannon, Quay Street on Thursday and Lough Key Forest Park on Friday, for a full week of holiday broadcasts.
Fáilte Ireland announced it’s multi-media brand awareness campaign for Ireland’s Hidden Heartlands, worth €1m which will run on TV, outdoor, radio and digital channels, and will revolve around the creative idea‘Yours to Uncover’. Today a television advertisement will begin airing with new specially-commissioned footage promoting Ireland’s Hidden Heartlands - To have a sneak peek of the ad, visit DiscoverIreland. With a 75% audience reach planned over the coming weeks, the ad will premiere on TV3 this morning and will also appear in the breaks for high rating programmes such as The Sunday Game, Coronation Street, Fair City and RTÉ News.
Fáilte Ireland is encouraging everyone to come out and attend the broadcasts. Looking forward to the arrival of the popular RTE Radio 1 show, Niall Tracey, Fáilte Ireland’s Director of Marketing, said –
“Ray D’Arcy is a fantastic ambassador for Ireland’s Hidden Heartlands and he can really get across to his listeners what Ireland’s Hidden Heartlands is all about and how it captures people’s imagination. Our new advertising campaign focuses on themes of discovery and exploration, and encourages visitors to uncover their unique experience of the natural beauty and treasures of Ireland’s Hidden Heartlands. We are hoping that these outside broadcasts will encourage locals to come down to watch the broadcasts in Dromineer where they can expect to see plenty of festivities, interviews, live music as well as hearing about local tourism highlights. We are encouraging everyone to come on down and join in the fun and discover ways to ‘Uncover’ Ireland’s Hidden Heartland through the airwaves.”
Ray will be interviewing some local tourism businesses from the surrounding area and discussing some of the many activities and experiences available to anyone visiting Ireland’s Hidden Heartlands as well as trying some activities himself in the area.
Speaking to Fáilte Ireland, Ray D’Arcy said:
"I'm really looking forward to exploring Ireland's Hidden Heartlands with Fáilte Ireland this week! The Ray D'Arcy Show is taking to the Shannon for the week as we travel by boat from Dromineer to Portumna and Athlone! The team and I are hopeful of the good weather as we plan to get involved in some of the great activities the Hidden Heartlands has to offer along the way."
The RTE Radio 1 team have a busy schedule as the popular host broadcasts live from the following locations:
Tuesday, 10th July – Portumna Castle Harbour, Galway (Boat)
Wednesday, 11th July – Radisson Blu Hotel, Athlone, Co Westmeath (Roadcaster)
Thursday, 12th July - Quay Street, Carrick on Shannon, Leitrim (Roadcaster)
Friday, 13th July - Lough Key Forest Park, Roscommon (Roadcaster)
Follow us on Twitter @Fáilte_Ireland
PHOTOS: AENGUS McMAHON PHOTOGRAPHER WILL FOLLOW UP WITH PHOTOS LATER THIS EVENING 087 2464770
For further information please contact:
Catherine Whelan, Communication – 087 6449572
Notes for editor
Fáilte Ireland, the national tourism development authority, was established in 2003 to guide and promote tourism as a leading indigenous component of the Irish economy.
The tourism and hospitality industry employs an estimated 220,000 people and generates over€5.7 billion in overseas revenue a year.
Ireland’s Hidden Heartlands
Ireland’s Hidden Heartlands is the newest regional experience brand for Ireland and was unveiled in April. The brand aims to bring to life the Midland’s rich natural assets including its many lakes, walkways and blueways. In another milestone for the brand, Fáilte Ireland has completed the recruitment process for the Head of Ireland’s Hidden Heartlands role and expects to announce an appointment in the coming weeks.
Ireland’s Hidden Heartlands covers the ‘heart’ of the country, from Leitrim down to East Clare and extending through Longford, Roscommon, East Galway, as well as parts of Westmeath, Cavan, North Tipperary and Offaly. It will complement Fáilte Ireland’s other key brands - the Wild Atlantic Way, Ireland’s Ancient East and Dublin.
The multi-media brand awareness campaign worth €1m will run on TV, outdoor, radio and digital channels, and will revolve around the creative idea ‘Yours to Uncover’. Over the coming weeks, audiences across Ireland will see the new campaign which focuses on themes of discovery and exploration, and encourages visitors to uncover their unique experience of the natural beauty and treasures of Ireland’s Hidden Heartlands.
The campaign features natural gems across the region, including the Beara Breifne Way; Roscommon’s Lough Key; the hills and woodlands of Drumshanbo in Leitrim; Lough Derg in Portumna, Co. Galway; as well as Lough Oughter in Cavan and the River Shannon flowing through Athlone Town in Westmeath. Every county in the region, including Offaly, Longford, East Clare and North Tipperary, will feature within the campaign.