~ Tourism Ireland promotion to reach 5.5 million people across Great Britain ~
19 April 2016 – 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 Northern Ireland to British holidaymakers this year.
Tourism Ireland is working with Smooth Radio to produce a series of 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, with films featuring Belfast and the Causeway Coast. Tourism Ireland worked closely with Tourism NI, 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 our key audience of ‘culturally curious’ holidaymakers. His appearances in films and TV series like Withnail and I, Downton Abbey and Hotel Secrets 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 in Northern 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 Northern Ireland from Great Britain during 2016.”