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Game-Based Tourism Campaigns

Tourism Ireland Used the Wrath of the Druids DLC for its PR Campaign

— June 21, 2021 — Marketing
Tourism Ireland tapped game studio Ubisoft to use Assassin's Creed Valhalla's upcoming Wrath of the Druids expansion in its tourism campaign. The unlikely collaboration is showcased in a 38-second promotional video that alternately blends elements of the video game with real shots of Ireland's topography. The video is marketed towards video game fans, and younger consumers as Tourism Ireland looks to entice a new demographic. The campaign will also tap popular video game streamers to increase the brand's reach and engagement.

The game footage is taken from the Wrath of the Druids DLC, released on May 13th, 2021. The expansion to Assassin's Creed Valhalla sees the Viking protagonist sail across the sea to early Ireland. The Wrath of the Druids DLC allows players to visit iconic Irish landmarks like the Giant's Causeway, the Hill of Tara, and Dark Ages Dublin.

Image Credit: Tourism Ireland
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