A new tourism campaign is showcasing Northern Ireland's stunning coastline across Europe.
It will promote the Causeway Coastal Route as the ultimate road trip to an estimated seven million Europeans over the coming weeks.
Covering 120 miles of contour-clinging coastal beauty, it starts in Belfast and follows the coast road through the nine Glens of Antrim, winding through picturesque villages and unforgettable scenery.
The advertising campaign, by Tourism Ireland in conjunction with Tourism NI and Derry & Strabane District Council, will promote the Causeway Coast and Northern Ireland as a 'must see' destination, in Germany, France, Spain, Italy, the Netherlands, Belgium and the Nordic countries.
It began yesterday and will run until the beginning of July, reaching around seven million prospective holidaymakers.
It includes adverts on popular websites and email marketing, as well as a big push on social media.
Describing the Causeway Coastal Route as the 'ultimate road trip', it will feature on the homepage of the various European versions of Tourism Ireland's website.
Finola O'Mahony, Tourism Ireland's head of Europe, said: "We're delighted to unveil our latest campaign for Northern Ireland which will promote the Causeway Coastal Route as the ultimate road trip to millions of Europeans over the coming weeks.
"It will highlight the many attractions and experiences along the spectacular route, including Titanic Belfast, the Giant's Causeway (left), the walled city of Derry and our wonderful National Trust properties.
"It will also remind people about our connections with Game of Thrones and show why the Causeway Coastal Route and Belfast were the worthy recipients of Lonely Planet's 'Best Region in the World' accolade."
Rosemary Lightbody from Tourism NI said it would showcase the best of Northern Ireland: "Businesses along the Causeway Coastal Route, including our two gateways, will have the potential to maximise business referrals by showcasing quality, purchasable and distinctive visitor experiences."