Tourism Ireland teams up with Richard E Grant for new campaign to showcase Northern Ireland
Tourism Ireland has teamed up with actor Richard E Grant 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 Northern Ireland's 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.
Tourism Ireland said Richard E Grant is a "great fit" for the Tourism Ireland campaign and their key audience of ‘culturally curious’ holidaymakers.
The actor's 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.
Tourism Ireland’s Deputy Head of Great Britain, Julie Wakley 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.”