Wild Atlantic Way on a mission to wow UK MICE buyers

The Meet on the Wild Atlantic Way (Meet on the WAW) new partnership aimed at fostering MICE business in the west coast of Ireland recently ran a two-day sales mission to the UK and brought its message to 65 booking agents.

The mission, facilitated by Axis Travel Marketing, had two main objectives. One: to raise UK awareness of the Wild Atlantic Way, the 1,600-mile stretch of dramatic coastline edging the Atlantic Ocean; and second: to showcase the MICE capabilities of the partnership’s four main partners: Cork Convention Bureau, Kerry Convention Bureau, Meet in Galway and Shannon Region Sports and Conference Bureau.

Meet on the WAW’s inaugural mission to the UK saw the partners meet with eight UK agencies over the two days, culminating in an educational event with Meet in Ireland at the Ham Yard Hotel in London which attracted 65 agents.

Other activity included a social media campaign with an impact of over two million, in which the agency who re-tweeted #MeetontheWAW’s tweets the most on each of the two days won trips to the region. The winners were TAG Global Events and the Windsor-based events agency Penguin.

Michelle Murphy, from Meet on the WAW said: “We were overwhelmed by the response and positive feedback we received from the local agency community. We look forward to converting some of the flood of interest into bookings and welcoming a lot more events organised by UK agencies in the months and years ahead.”

Meet on the WAW is set to fly the flag further afield in the months ahead at IBTM World and IMEX America.

Axis Travel Marketing’s business development director Chris Jordan said: “The Wild Atlantic Way offers a staggering range of options for MICE bookers; all set against a backdrop of some of Ireland’s most iconic scenery, and having one central point of contact for the four main partners for the first time makes it easier than ever for MICE bookers to find the perfect solution to their needs.”

The region is seeing some major investment, with Donald Trump having launched the Trump International Golf Links & Hotel in Doonbeg, County Clare, and new owner JP McManus investing in improving the MICE capabilities of the five-star Adare Manor resort near Limerick.

Paul Colston


Paul Colston

Managing Editor, Conference News & Conference & Meetings World.

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