1.5 Million People to see Northern Ireland on Dutch TV

02 Feb 2009

Popular TV show ‘Who is the Mole?’ filmed in Northern Ireland

Northern Ireland has been chosen as the location for a popular Dutch reality TV show which will air this spring.  Who Is the Mole? (Wie is de Mol?) will be seen by up to 1.5 million viewers throughout the Netherlands each evening the programme is broadcast.  The show’s website is also expected to receive over 700,000 unique visitors each day.

With the assistance of Tourism Ireland and the NITB, the show’s producers scouted Northern Ireland last summer and filming took place on location in Belfast, Londonderry and on the Causeway Coast.  The series involves four 50-minute episodes highlighting the magnificent scenery of Northern Ireland and featuring a number of iconic visitor attractions including the Titanic Quarter, the Belfast Wheel and St George’s Market in Belfast, The Playhouse in Londonderry, the Carrick-a-Rede Rope Bridge, Dunluce Castle and the Giant’s Causeway. 

John Walsh, Tourism Ireland’s Manager in The Netherlands, said:
“This is a wonderful opportunity for us to showcase Northern Ireland to the Dutch market.  The publicity value of a programme like ‘Who is the Mole?’ is incalculable.  It is one of the most popular TV programmes in The Netherlands and Northern Ireland will be seen by millions of potential holidaymakers.

“Tourism Ireland has planned an extensive promotional programme for 2009, highlighting Northern Ireland as a fantastic holiday destination.  We have also been working hard to develop opportunities around ‘Who is the Mole?’ – for example, we have developed an online game featuring Finn McCool.

This week, Minister for Enterprise Trade & Investment, Arlene Foster MLA is in The Netherlands, leading the largest-ever business mission to a European market.  Tourism Ireland will take the opportunity to capitalise on the mission as Minister Foster will help to launch the organisation’s 2009 promotional drive.  She will meet with a range of key decision-makers from the Dutch travel industry, to help spread the good news about Northern Ireland and secure a greater level of exposure for NI in the travel programmes of traditional and online tour operators.

The programme Who Is the Mole? involves competitors working together to complete various physical and mental challenges, in order to win a cash prize.  One of the players, however is ‘the mole’, a double agent hired by the producers to sabotage the efforts of the rest of the group.  The players must track vast amounts of minutiae about the person they suspect of being ‘the mole’ and the quiz at the end of each episode tests their knowledge of the mole; the person with the lowest score is then eliminated from the game.


Further information:
Elaine Moore/Clair Balmer, Tourism Ireland,  t: 028 7035 9260/ 07766 527719
         e: colerainepr@tourismireland.com


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