Will “Ireland’s Ancient East” have the same magnetic power of the Wild Atlantic Way – arguably the greatest marketing success in Irish tourism since the Blarney Stone? Failte Ireland's agency Rothco describes it as the “difficult second album” and selling the concept of a string of attractions on the country’s east coast required a different approach beyond simply showing the scenery.

The new 60-second ad starts this week. Called "Bedtime Stories", it features a little boy who can't get to sleep and so did dad reads him stories transporting the pair to what the agency describes as "the wonderful landscapes of Ireland's Ancient East". The boy hears stories of fighting warriors in Dunmore caves and the tragic history of Spike Island and sees them come to life – which might inspire a jolly holiday visit but perhaps a few nightmares, though the yarn about the Hook Head lighthouse is lovely. It's all very atmospheric and beautifully filmed.

The multi-media integrated campaign will also be in print and digital with Rothco collaborating with Mindshare, The Reputations Agency and In The Company of Huskies. Directed by Mike Ahern and Enda Loughman and produced by Red Rage it"Bedtime Stories" features music from the Villagers, That Day recorded live for the album Where have you been all my life?