Tourism Ireland has announced that it will sponsor the third and final series of Channel 4 comedy TV show Derry Girls, which began airing on Tuesday 12 April.
The sponsorship involves Tourism Ireland "idents" (short video snippets) running immediately before, during and after each episode. The various short videos will highlight the historic walled city of Derry, Mussenden Temple, the Giant's Causeway, Culdaff Beach, Mount Errigal and Slieve League. The sponsorship also involves inclusion in Channel 4’s advance promotional activity and social media campaign.
Tourism Ireland said that it wanted to find an authentic way to connect with viewers, so the short videos have been created with the show's humour very much in mind and have adopted the style of a school project, filmed using a 1990s camcorder and voiced by two "classmates" of the main Derry Girls characters.
Statement By Tourism Ireland's Head Of Great Britain
Tourism Ireland's head of Great Britain, Julie Wakley, stated, "Tourism Ireland is delighted to work with Channel 4 and the Derry Girls producers to sponsor the highly anticipated final six-part series. With a huge audience across Britain set to watch each episode, it's a superb opportunity for us to shine a spotlight on our historic sites and spectacular scenery. Derry Girls has really resonated with people everywhere and our short videos will encourage viewers in Britain to come and discover Derry, the North-West and the Causeway Coast for themselves.
"Our aim is to remind potential holidaymakers that the island of Ireland offers the warmest of welcomes and great fun, as well as wonderful scenery and heritage. Our message is that we are open for business again and cannot wait to welcome back visitors from Britain. We're telling them that a warm welcome awaits when they travel here, despite the disruption of the last couple of years."
Statement By Brand Partnerships Leader, Channel 4
Rupinder Downie, brand partnerships leader, Channel 4, stated, "We are delighted to have Tourism Ireland as the sponsor for the highly anticipated third and final series of Derry Girls. With Tourism Ireland and Derry Girls both celebrating the delights of the city, it's a perfectly suited partnership to shine a light on the region."
© 2022 Hospitality Ireland – your source for the latest industry news. Article by Dave Simpson. Click subscribe to sign up for the Hospitality Ireland print edition.