Tourism Ireland has teamed up with renowned actor Richard E. Grant (pictured) and Smooth Radio in UK in a new promotion to showcase Ireland to British holiday makers.
The collaboration will consist of five short online films, following Grant as he immerses himself in Irish culture, meeting locals and showcasing all of the wonderful experiences available in Ireland.
Tourism Ireland worked very closely with Tourism Northern Ireland and Failte Ireland to decide on the best locations for each film, ultimately choosing to film in Belfast, the Causeway Coast, The Wild Atlantic Way, Dublin and Ireland's Ancient East.
Grant's popularity from starring in classic films like Withnail and I, as well as Downton Abbey, has made him one of Britain's best known faces.
The campaign will be rolled out in two phases and heavily promoted on Smooth Radio's website, on-air and via social media with the hope of reaching as many British people as possible.
Julie Wakley, Tourism Ireland's Deputy Head of Great Britain said that the aim of this promotion is to target the “culturally curious” audience in Great Britain, to attract those who love to explore landscapes, history and culture. Wakley feels these films are likely to greatly increase the recent growth in British visitors to Ireland.