The "Call of the Wild" campaign which ran October-December 2018 promoting the Wild Atlantic Way in Ireland and Northern Ireland was a joint initiative by Ireland DTTS, Tourism Ireland and Failte Ireland. Target markets included the USA, UK, Germany, France, Scandinavia, Australia, New Zealand and India.

The 6 campaign videos were viewed 13.8M times, and the promotion drew more than 4000 photo uploads from visitors.