Destination Athlone has launched a new creative advertising campaign to encourage visitors to consider Athlone, Lough Ree, and the surrounding area for their summer break. Supported by local hotels, Westmeath County Council, and Fáilte Ireland, the campaign focuses on Athlone being at the very heart of Ireland and offering a wealth of quality experiences for both domestic and international visitors.
The nationwide advertising campaign, including print and radio ads, will run throughout the summer months to coincide with key holiday planning occasions.
A ‘brand book’ has also been developed as a guide for tourism businesses in the area to help them to maximise benefit from the Destination Athlone brand.
Padraig Sugrue, managing director of Hodson Bay Group, said, “Athlone and its environs offers visitors an impressive range of uniquely rewarding experiences. By working together as one coherent brand, all of us involved in the local tourism sector can deliver experiences that will compel visitors to return again and again, as well as encourage them to recommend the Athlone area to their family and friends. By working together and considering how our individual businesses, policies, and communications can support the Destination Athlone brand, we have the potential to make our local area one of the top visitor locations in Ireland.”
Hugh O’Reilly of Westmeath County Council said, “Westmeath County Council is delighted to work with various stakeholders in the town to develop Athlone as a quality tourist destination. We have undergone much work this year and now have a framework in place thanks to the support of Fáilte Ireland that will guide us in the business of tourism about what’s important for our visitors to understand, appreciate, enjoy, and experience about this part of Ireland and the world. It has guided us in determining what we need to do collectively to ensure that the experience visitors have of Athlone is positive and compelling. Today’s launch of the ‘Athlone at the Heart of It’ national media campaign and new athlone.ie destination website is the beginning of the telling of the story of Athlone to existing and hopefully many new visitors to Athlone and environs.”
The campaign invites those considering a staycation to “sail with the Vikings, kayak wild shores, hit a hole in one…climb high towers…be king of the castle, be queen of shops” - reminding potential visitors about the rich array of experiences that awaits them including sports and culture, art and heritage, food and drink, beautiful scenery, and a natural, unspoilt environment.
“Athlone and the surrounding area has so much to offer - both bustling urban and tranquil rural locations including rivers, lakes, bogs, and beautiful woodland, all waiting to be explored. This campaign will remind those planning a staycation that when in Athlone they will be at the centre of everything from sports and recreation to a wealth of cultural and historical experiences – it’s an invitation to come and be ‘at the heart of it’,” added Mr Sugrue.