The Irish body responsible for marketing the island of Ireland to overseas visitors spent almost €50,000 on a campaign focused on the game Assassin’s Creed Valhalla. Tourism Ireland revealed their partnership with game developer Ubisoft earlier this year, to coincide with the release of the Ireland-set Wrath of the Druids expansion.
A report, published in the Irish Times and elsewhere, revealed that Tourism Ireland spent a total of €49,405 on the campaign. The Wrath of the Druids expansion for Assassin’s Creed Valhalla includes virtual interpretations of Irish locations including the Giant’s Causeway, the Hill of Tara and Dublin.
Spiking players’ curiosity
The tourism body collaborated with gaming streamers such as NotaBene, Kaya Yanar and Keebabb in France, Germany, Scandinavia and Britain. This was the first time Tourism Ireland worked with gaming content creators, who were briefed on Irish history for their livestreams.
The aim of the campaign was to “spike players’ curiosity about the featured locations and inspire them to come and explore them in the real world,” according to Mark Henry, Tourism Ireland’s Central Marketing Director.
In response to a Freedom of Information request, the Irish agency said that the campaign was aimed at reaching a wide audience of young people with disposable income, who like travelling and playing games. They didn’t say how much each streamer was paid, but said that Ireland related-material had gathered over 50,000 views.