Tourism Ireland’s Star Wars campaign continues

Star Wars actor Mark Hamill is inviting fans to “escape the dark side” by coming to Ireland in a new Tourism Ireland advert.

The film appears as part of the tourist board’s latest campaign highlighting the Wild Atlantic Way, and coincides with the release of Star Wars: The Last Jedi, which was filmed in and around Skellig Michael.

Tourism Ireland describes the project as “a fun, irreverent promotional film” about holidays along the Wild Atlantic Way.

It was filmed using Star Wars screen-wipe transitions and sound effects, with Hamill telling viewers: “Escape the dark side along Earth’s Wild Atlantic Way – the perfect place to get away from it all.”

The campaign will roll out in 15 markets: Britain; the United States; Canada; Germany; France; Spain; Italy; the Netherlands; Belgium; the Nordic region; Australia; New Zealand; Japan; India; and the Gulf States.

The Wild Atlantic Way made its first Star Wars appearance in the final moments of the 2015 film The Force Awakens, with Skellig Michael doubling as Luke Skywalker’s hide-out island.

Tourism Ireland chief executive Niall Gibbons said: “The fact that another Star Wars film was shot on location along the Wild Atlantic Way is truly a fantastic coup for Irish tourism.

The Last Jedi is bringing our magnificent scenery to the attention of millions of people around the world. It’s a fantastic way to significantly boost awareness of the Wild Atlantic Way – and Ireland in general – and presents Tourism Ireland with a superb opportunity to highlight Ireland in 2018.”

Tourism Ireland will launch the next phase of its Star Wars campaign on 27 December, targeting fans of the science fiction franchise everywhere.