Tourism Ireland promotion to reach 5.5 million people across the UK

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Tourism Ireland has teamed up with actor Richard E Grant and Smooth Radio, the third largest radio station in Britain, in a new promotion to showcase Dublin to British holidaymakers this autumn. 

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. Filming has been taking place this week at various locations around Dublin – including along the quays (where Richard enjoyed a ‘Lazy Bike Tour’ of the city) and in the Old Library of Trinity College.

The campaign 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 (almost 443,000 fans in Britain alone) and Twitter (almost 70,000 followers).

Richard E Grant is a great fit for the Tourism Ireland campaign and its key audience of ‘culturally curious’ holidaymakers. His appearances in films and TV series like Withnail and IDownton 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 latest promotion has been specifically designed to highlight holidays and short breaks in Dublin and 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 autumn – aimed at boosting late season travel to Ireland from Great Britain.”