Tourism Ireland has teamed up with Ubisoft, the creator of the popular video game Assassin’s Creed® Valhalla, in a new campaign to promote the island of Ireland.
Celebrating Northern Ireland’s starring role in the recently launched expansion of the video game, called Wrath of the Druids, Tourism Ireland is aiming to reach a new audience of gamers around the world.
Playing as Eivor, a fierce leader of a Viking clan, gamers must make their way through haunted forests and stunning backdrops, while gaining influence among Gaelic Kings. The game gives players a chance to immerse themselves in landscapes across the island of Ireland, and includes many real-life locations, such as the Giant’s Causeway, Dunseverick Castle, Armagh, Benbulben, the Hill of Tara and Dublin.
The Tourism Ireland campaign will include a collaboration with popular influencers in key tourism markets, including Great Britain, Germany, France, Spain and the Nordic countries.
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A viking depiction of Armagh City also appears in the new game
This is the first time that Tourism Ireland has worked with popular gaming content creators; all have a strong following on Twitch, a live streaming platform mainly used by gamers. The content creators will showcase the otherworldly landscapes, rich culture and folklore of Ireland – which feature in Wrath of the Druids – to their hundreds of thousands of followers.
The aim is to highlight those landscapes to gaming communities – and encourage them to come and discover them for themselves.
The campaign also includes a new video (see below) featuring gameplay footage from Wrath of the Druids combined with footage of the real-life locations which feature in the video game.
Mark Henry, Tourism Ireland’s Central Marketing Director, said: “Ubisoft has done an incredible job in bringing aspects of Celtic Ireland to life in amazing detail. Tourism Ireland’s campaign is a fun and innovative way to bring the island of Ireland to the attention of a new audience of gamers. We want to spike players’ curiosity about the featured locations and inspire them to come and explore them in the real world.”
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