Visit Armagh is proud to unveil its newest destination marketing campaign, “Head to Armagh… and Surprise Yourself”, a playful celebration of a place where myth meets wonder, and history walks hand in hand with imagination.
The campaign introduces a cast of five larger-than-life characters – affectionately known as the ‘Big Heads’ – who are stepping out of the pages of Armagh’s legendary past and into the present to invite visitors into one of Ireland’s most storied regions. These bold personalities, each one rooted in Armagh’s mythological, ecclesiastical, and cultural heritage include:
- Cu Chulainn: Ulster’s greatest warrior, trained at Emain Macha (Navan Fort), whose youthful bravery became legend.
- St Patrick: The spiritual heart of Ireland, whose legacy lives on in the twin cathedrals that bear his name.
- Queen Macha: The fierce and wise ruler of Ulster, whose name lives on in the very name of the city, Ard Macha.
- Brian Boru: High King of Ireland, who chose Armagh as his final resting place, recognising its sacred significance.
- Archbishop Robinson: The visionary who imagined a city of stars, books, and culture – and built it.
In a cinematic campaign video, the ‘Big Heads’ explore some of Armagh and beyond most iconic attractions, from the ancient Navan Fort to the award-winning Long Meadow Cider Orchards, the Game of Thrones Studio Tour, Dan Winter’s Cottage, and the Armagh City Hotel. The result is a vibrant, tongue-in-cheek journey through a place that’s full of surprises.
The campaign will roll out in Northern Ireland and Republic of Ireland across cinema, video-on-demand, digital, press, and outdoor platforms, with a series of character reels introducing each legend in their own unique style. These short films set the tone for a summer of storytelling, exploration, and unexpected encounters.
But the real star of the show is Armagh itself. From sacred cathedrals to flavourful cider tastings, ancient forts to charming Georgian streets, Armagh is a place where every corner holds a story. Visitors can walk in the footsteps of saints, feast on local flavours, roam scenic trails, and enjoy family-friendly fun at attractions. And when the day is done, there’s always a warm welcome waiting in one of the region’s many charming places to stay.
The campaign aims to boost domestic tourism across the region throughout 2025 and beyond, with a particular focus on encouraging year-round visitation. Seasonal content will spotlight different experiences, from autumn harvests to winter stargazing, ensuring Armagh remains top of mind no matter the time of year.
Lord Mayor of Armagh City, Banbridge and Craigavon Borough Council, Alderman Stephen Moutray commented:
“This campaign is a significant opportunity to position Armagh as a distinctive and compelling visitor destination. It not only promotes tourism, but inspires both residents and visitors to engage with the rich heritage, culture, and experiences that shape Armagh’s unique character. From history and hospitality to family-friendly attractions, Armagh has lots to offer — and we are confident this campaign highlights that in a powerful and meaningful way.”
The campaign is already generating buzz, with the ‘Big Heads’ making appearances at events and attractions throughout the summer. Visitors are encouraged to follow their journey and share their own Armagh adventures using the hashtag #SurpriseYourselfArmagh.
