Tourism Ireland has teamed up with actor Richard E Grant and Smooth Radio, the third largest radio brand in Britain, in a new promotion to showcase the island of Ireland to British holidaymakers this year.
Tourism Ireland is working with Smooth Radio to produce a series of five short online films. Viewers will see Richard E Grant immerse himself in our culture and meet the locals, showcasing some of the many wonderful experiences on offer here. The films will feature Belfast, the Causeway Coast, the Wild Atlantic Way, Dublin and Ireland’s Ancient East. Tourism Ireland worked closely with Tourism NI and Fáilte Ireland, to agree the locations to feature in each film.
The campaign – which will be rolled out in two phases – will reach about 5.5 million people across Britain. The films will be promoted on the Smooth Radio website and through on-air mentions. They will also be shared via social media – targeting Tourism Ireland’s audience on Facebook (430,000 fans in Britain alone) and Twitter (67,000+ followers).
Richard E Grant is a great fit for the Tourism Ireland campaign and its key audience of ‘culturally curious’ holidaymakers. His appearances in British films and TV series like Withnail and I, Downton Abbey and Hotel Secrets (which featured Ireland in the first series) have cemented his popularity and made him one of the best-known faces on British television.
Julie Wakley, Tourism Ireland’s Deputy Head of Great Britain, said: “Our newest promotion has been specifically designed to highlight holidays and short breaks on the island of Ireland to our ‘culturally curious’ audience in Great Britain. These are independent, active sightseers, who are typically looking to visit new places and expand their experience by exploring landscapes, history and culture. We are really excited to be working with Richard E Grant and Smooth Radio, as they are a great fit with this important demographic. This is just one element of our extensive promotional programme that we are rolling out this year – aimed at boosting travel to Ireland from Great Britain during 2016.
“Great Britain is the largest market for tourism to the island of Ireland and we have seen excellent growth in British visitor numbers so far again this year, with the latest CSO figures indicating a +21% increase for the December 2015 to February 2016 period.”