Tourism Ireland is running a joint campaign until the end of June with VLM Airlines to promote a new flight to Waterford from Luton.
The campaign includes poster ads on Thameslink trains in the Luton area, which will be seen by an estimated 500,000 commuters, new video footage of Waterford, as well as online ads running on key websites and targeting prospective holidaymakers living in the Luton area.
VLM is also running press ads in newspapers such as The Irish Post and The Irish World, with the aim of targeting the Irish diaspora.
A visit to Waterford, Kilkenny and Wexford for travel and lifestyle journalists will also be arranged.
The ads remind potential visitors that Waterford is ‘Ireland’s most ancient city’ with a Viking heritage and tradition of crystal-making as well as highlighting fares and ease of access.