Ireland seeks to boost tourism using Assassin’s Creed Valhalla

The virtual bleeds into reality as gamers are encouraged to visit locations from the popular assassin video game.

Ireland’s tourism authority has partnered with Ubisoft, using the latest instalment in the Assassin’s Creed franchise to market the country to travellers and gamers alike.

Tourism Ireland has posted a video, titled ‘Explore Viking Ireland in Assassin’s Creed Valhalla: Wrath of the Druids, on its Discover Ireland website and social media channels.

Mark Henry, central marketing director of Tourism Ireland, said: “This campaign is a fun and innovative way to bring Ireland to the attention of a new audience of gamers.”

Seamless transitions from the video game to real life enabled Tourism Ireland to showcase direct comparisons between the virtual and real Irish landscapes. The cherry on top is the orchestral music that accompanies the panning shots of famous, scenic landmarks.

Locations featured in the video include Dublin, Benbulbin and the Hill of Tara.

Henry said: “We want to spike player’s curiosity about the featured locations and inspire them to come and explore them in the real world.”

Tourism Ireland went the extra mile, also employing internet content creators to serve as emissaries of sorts. Popular Twitch streamers from all over Europe make up the team, which will help show off Ireland using the game.

By streaming the video game to hundreds of thousands of followers, the reach of Tourism Ireland’s advert has the potential to be vast.

The video also functions as an advert for Wrath of the Druids, the latest downloadable content (DLC) for Assassin’s Creed Valhalla. In the expansion, players become the Viking clan leader, Eivor, who must travel across Ireland to win the favour of ancient Gaelic kings.

The Assassin’s Creed game series is incredibly popular, having amassed millions of players since its inception in 2007. More than 155 million copies of the Assassin’s Creed games have been sold in that time.

Ubisoft has made and distributed multiple, well-loved video game franchises, including Just Dance, Far Cry and the Tom Clancy games.

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