In 2016, Failte Ireland set out to create a tourism brand for Ireland's eastern seaboard that could equal the success of the western seaboard's Wild Atlantic Way. From early on, however, there were obvious challenges. Where the Wild Atlantic Way was intuitively easy for consumers to get, a driving route that closely hugs Ireland's spectacular Atlantic.In 2016, Failte Ireland set out to create a tourism brand for Ireland's eastern seaboard that could equal the success of the western seaboard's Wild Atlantic Way. From early on, however, there were obvious challenges. Where the Wild Atlantic Way was intuitively easy for consumers to get, a driving route that closely hugs Ireland's spectacular Atlantic.