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Matthews heads Hidden Heartlands

Fáilte Ireland has appointed Pady Matthews as head of operations for its newest regional experience brand, Ireland’s Hidden Heartlands. The appointment 


comes ahead of a specially created TV ad for the region. 
Paddy was formerly Head of Attractions at Fáilte Ireland and will now lead the ongoing development of the Ireland’s Hidden Heartlands brand as well as the local team on the ground.
 With a wealth of experience in the development of destinations and world-class tourist attractions, Paddy has worked with the national tourism development authority since 2006, leading the Environment Unit before heading up Investment and Innovation as well as the Attractions team. During this time, Paddy worked on the development of the Wild Atlantic Way. Prior to joining Fáilte Ireland, Paddy worked with the Heritage Council and in private consultancy.
 The TV ad uses a visual style to draw the viewer in and place themselves in the activities and landscape of the area, centred around the idea of Ireland’s Hidden Heartlands being ‘Yours to Uncover’. It will feature natural gems across the region, including the hills of Drumshanbo as well as Glenade Lough in Leitrim; Lough Ree in Athlone, Westmeath; and Lough Key Forest Park and Cortober in Roscommon. To have a sneak peek of the ad, visit visit DiscoverIreland.
 With a 75% audience reach planned over the coming weeks, the ad will premiere on TV3 this morning and will also appear in the breaks for high rating programmes such as The Sunday Game, Coronation Street, Fair City and RTÉ News.
Paul Keeley, Director of Commercial Development at Fáilte Ireland, welcomed the appointment today. He said:
“As we launch the first major TV ad for Ireland’s Hidden Heartlands, I’m also delighted to announce that, following a highly competitive recruitment process, Paddy Mathews will head up the Ireland’s Hidden Heartlands team – another big milestone for the brand. This role will be vital to the new regional experience brand as we work to embed and develop it over the coming years – and with his wealth of experience in the tourism industry, Paddy is incredibly well placed to do this. He already has built good relationships with attractions and the tourism industry across the region through his previous roles and I know he will work hand in glove with them as Fáilte Ireland continues to develop the Ireland’s Hidden Heartlands brand.”



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