VIDEO: Athlone promoted in new 'Hidden Heartlands' TV ad

The first broadcasts of a TV ad promoting Failte Ireland's new tourism brand for the Midlands have been taking place this week. 

The ad was shown for the first time on Tuesday.

It highlights areas of the 'Hidden Heartlands' region including Athlone, Lough Key Forest Park in Roscommon, and Drumshanbo in Leitrim. 

The ad premiered on TV3 and has also been booked to appear during breaks for high-rating programmes such as The Sunday Game, Coronation Street, Fair City and RTÉ News.

You can see the ad here:

In addition to launching the ad, Fáilte Ireland announced the appointment of Paddy Mathews as head of operations for the Hidden Heartlands brand. 

Mr Mathews was formerly Head of Attractions at Fáilte Ireland. The company said that he "will now lead the ongoing development of the Ireland’s Hidden Heartlands brand as well as the local team on the ground."

Speaking about his new role, Mr Mathews said: “I’m delighted to take on this new and exciting role. 

“Over the last 12 years with Fáilte Ireland, I’ve seen first-hand the potential the region has as a visitor destination. I believe the Ireland’s Hidden Heartlands brand can really transform the offering here over the coming years, driving growth in the visitor economy for the benefit of all in the region. 

“I’m looking forward to building a team on the ground, and working with industry, stakeholders and local communities to bring Ireland’s Hidden Heartlands to life as a compelling place to visit.”

Ireland’s Hidden Heartlands is the newest regional experience brand for Ireland and was launched in April. 

Ireland’s Hidden Heartlands covers the ‘heart’ of the country, from Leitrim down to East Clare and extending through Longford, Roscommon, East Galway, as well as parts of Westmeath, Cavan, North Tipperary and Offaly.

It complements Fáilte Ireland’s other brands - the Wild Atlantic Way, Ireland’s Ancient East and Dublin.