A brand new online film starring actor Richard E Grant exploring the Causeway Coastal Route has been unveiled. It’s the second in a series of short films created by Tourism Ireland and Smooth Radio to highlight Northern Ireland to holidaymakers in Great Britain this year.
In the film, viewers see Richard E Grant travel along the Causeway Coastal Route – diverting to pay a visit to the Dark Hedges and also enjoying a walk at the Giant’s Causeway – and ending his journey in the walled city of Derry.
Richard E Grant says that the Causeway Coastal Route “with its ever-changing tapestry of picturesque, dramatic and unforgettable landscapes, regularly rates as one of the world’s premier road trips.”
He continues: “From the cultural heart of Belfast, to the Antrim coast’s breathtaking beauty and around the coast to our journey’s end of Derry-Londonderry’s historic city walls, you can’t help but be captivated by the route’s rich contrasts.”
He says that Londonderry “pulsates with life and a unique charm that helps turn a trip here into the journey of a lifetime.”
Julie Wakley, Tourism Ireland’s Deputy Head of Great Britain, said: “Our promotion with Smooth Radio and Richard E Grant has been specifically designed to highlight holidays and short breaks in Northern Ireland. We’re excited to be working with Richard E Grant, as he’s a great fit with our important ‘culturally curious’ audience. We are encouraging prospective visitors to visit Northern Ireland and experience one of the world’s great road journeys.”
The campaign – which is being rolled out in two phases – is reaching about 5.5 million people across GB. The series of films is being promoted on the Smooth Radio website and through on-air mentions. They are also being shared on Tourism Ireland’s website, Ireland.com, and via social media – targeting Tourism Ireland’s audience on Facebook (almost 434,000 fans in Britain alone) and Twitter (more than 68,000 followers). The promotion also includes a competition on the Smooth Radio website, with a chance for two lucky people to win a trip to the Causeway Coast.
This campaign is just one element of Tourism Ireland’s extensive promotional programme aimed at boosting travel to Northern Ireland from Great Britain during 2016.