Ireland's Ancient East (Irish: Sean-Oirthear na hÉireann) is a destination marketing brand representing the east coast, and parts of the midlands and south coasts, of Ireland. Unlike the Wild Atlantic Way, the region's tourism trail doesn't have a set driving route, and instead seeks to connect various sights throughout seventeen counties in two provinces. The concept is built around four "pillars": Ancient Ireland, Early Christian Ireland, Medieval Ireland and Anglo Ireland. Bus Éireann promotes various routes that pass through, or near, landmarks on the trail.