Table of ContentsIntroductionTarget AudienceCampaign MessageCampaign ObjectivesOther Marketing Communications Used Signage PlanEvents and FestivalsToolkitsIntroductionThe Ancient East of Ireland Ireland have been developed by Fáilte Ireland as a branded tourism experience showcasing the vibrant culture and ancient heritage that Ireland has to offer in the Midlands/eastern half of the country. To date, Fáilte Ireland has invested €31 million in developing the brand. Their long-term aim is to transform Ireland's Ancient East into a popular tourist destination and, in doing so, to be known as a distinctive cultural destination. In February 2018, they launched their "Great Story's Stay with You Forever" ad campaign. Say no to plagiarism. Get a tailor-made essay on “Why Violent Video Games Should Not Be Banned”? Get the original essay Target Audience Target markets in Ireland's ancient countries include: United States of America, Continental Europe, Irish people looking to take a short break in Ireland. Focusing primarily on English-speaking markets, they will "help industry partners develop and deliver world-class stories and experiences in English initially, and then provide support to businesses to translate the story experiences into d 'other languages'. This is being done with the aim of making Ireland's Ancient East more attractive to visitors from mainland Europe. Target Consumer SegmentsCulture-curious visitors are their key target segment. With an expected total of 31.9 million of them in selected target markets. 7 million of this market are considered interesting prospects and constitute a target. Some key characteristics of culturally curious visitors include that they think a lot about the places they visit and are independent tourists looking to visit new places and amplify their experience by exploring. history, landscapes, culture and architecture. They do not frequently visit the same location and often travel in pairs or individuals and rarely in family groups. The age profile of this demographic is 40+. This segment's reasons for visiting a destination can be summarized as follows: They are interested in having an authentic experience and want to see everything a destination has to offer. They enjoy learning about history and finding ways to get proper insight. They want to discover new places and experiences that are not a typical tourist destination. They enjoy interacting with locals to learn more about the history and unknown facts about the place. They like to feel like they've expanded their knowledge and immersed themselves in the place. They appreciate the beauty of nature and scenic locations as well as off the beaten track. Campaign message “Take a short break in Ireland's Ancient East and visit places full of original and memorable experiences. Discover a region of legends and stories, from ancient times to the present day - a place brimming with culture, attractions, festivals and entertainment. Your adventure through Ireland's Ancient East awaits! » Media on which the campaign is in progress. The campaign ran a television advert from February 19 to March 26 on RTE, Virgin Media, Sky Ireland, Channel 4 and E4. It was also broadcast on national and local radio from March 19 to April 16. They also published digital content throughout the year, increasing the online presence of..