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Thursday 7 December 2023 Dublin: 10°C
The Last Jedi

The force is with Fáilte Ireland in this Star Wars-themed Wild Atlantic Way ad

Locations in Kerry, Cork, Clare and Donegal were picked for filming in the new Star Wars movie.

wildatlanticway / YouTube

IN A GALAXY not so far away, the appeal of Ireland’s Wild Atlantic Way – for humans and extraterrestrials alike – is at the centre of a new Fáilte Ireland advertisement unveiled today as part of a new Star Wars inspired campaign.

The ad is written in an “alien” language, as the ad is crafted as a promotion from an interstellar tourism agency …in a galaxy far, far away.

The script is translated into English in the video, however, it’s done so with numerous grammatical errors to highlight that this video has not, in fact, originated from Earth.

The ad is crafted as such to outline how beautiful the Wild Atlantic Way would look to beings on other planets, and that it can be just as enjoyable and beautiful for tourists closer to home too.

The ad highlights the Irish landscape of the Wild Atlantic Way, particularly Skellig Michael, as the locations feature heavily in the upcoming Star Wars: The Last Jedi.

The new ad will feature in cinemas for six weeks from tomorrow and is timed to coincide with the release the latest Star Wars movie.

Framed as a message fit for “beaming across the solar system”, the advertisement will be appearing in 73 cinemas and on 472 screens across the Republic of Ireland.

Speaking today, Fáilte Ireland’s head of marketing Daragh Anglim explained why the ad is designed to look like it came from another galaxy.

“What if an audience from outside Ireland were asked to embrace the Wild Atlantic Way of life? Say, from another planet? Imagine how amazing it would look to them,” Anglim said.

The ad showcases the stunning Wild Atlantic Way as it is being beamed from another planet and presented as the perfect galactic tourist escape by an outer space tourist body.

“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.”

Locations in Kerry, Cork, Clare and Donegal were picked for filming in the new Star Wars movie.

Read: Dublin has been named one of the top ‘must-see’ destinations in the world

More: You might not have heard of this park – but it’s one of Ireland’s top free attractions

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