A NEW advertising campaign aimed at promoting Irish locations used for filming in the latest Star Wars movie has gone live today.
The new ad from Fáilte Ireland - framed as a message fit for beaming across the solar system - will appear in 73 cinemas and on 472 screens across the Republic. The short film will also be promoted via YouTube, Sky On Demand and the RTE Player.
To coincide with the release of Star Wars: The Last Jedi, the ad showcases the stunning Wild Atlantic Way as if it is being beamed from another planet and presented as the perfect galactic tourist escape by an outer-space tourist body.
Irish landscapes, particularly Skellig Michael in Co Kerry, are expected to feature prominently in the new Star Wars and Fáilte Ireland is working to bring the stories to life including a touring itinerary of the film locations which can be found at www.wildatlanticway.com/starwars.
Locations in Donegal, Cork and Clare were also picked for filming of the new movie and Fáilte Ireland is working with businesses to develop experiences and itineraries at each of the locations along the Wild Atlantic Way to capitalise on an expected spike in interest.
The campaign will go live today just hours after Irish Star Wars fans gathered last night in Co Donegal for advance midnight screenings of the new movie.
Daragh Anglim, Fáilte Ireland Head of Marketing, said: "The release of Star Wars: The Last Jedi and the Star Wars phenomenon brings with it a unique opportunity for the Wild Atlantic Way and Ireland.
"Our marketing will capitalise on the exposure that the blockbuster release will generate presenting an opportunity to position the Wild Atlantic Way as a destination that is truly out of this world, encouraging the domestic audience to fully re-appraise what is on our doorstep with fresh eyes at an important seasonal time for planning breaks and holidays in the year ahead.
"We have developed a campaign with powerful images which taps into the cultural moment around the film’s release to remind an Irish audience that you don’t have to leave the planet to enjoy exhilarating sights and get away from it all."
