300,000 Swedes hear about Historic Walled City of Derry

09 Dec 2009

Two lucky Swedes were in Northern Ireland last week, to enjoy their prize of a fantastic holiday here.  Suzanne Ullenius and her friend Lisa Skarstedt were the winners of a special competition, organised by Tourism Ireland, offering radio listeners around Sweden the chance to win “The World’s Best Job” and become a travel reporter for the radio station Rock Klassiker and report back each day on their holiday in Northern Ireland.

The Tourism Ireland campaign ran this autumn on popular Swedish radio station Rock Klassiker, which has approximately 300,000 listeners each day, searching for someone willing to help sell Northern Ireland as a fantastic holiday destination. 

Winner Susanne called the radio station on each day of her holiday in Northern Ireland and reported back on her experiences and adventures here for the radio’s morning and evening drivetime shows, describing the various locations she and Lisa visited and the people they met along the way.  The friends drove along the spectacular Causeway Coast, before stopping overnight in Londonderry and taking a guided walking tour of the city with local guide Martin McCrossan. 

Steven Roberts, Tourism Ireland Nordic Region, said: “This radio promotion was an innovative approach for us to reach a wide audience of potential holidaymakers in Sweden; allowing the prize-winner to describe passionately her experiences and adventures here to a large Swedish radio audience certainly gives a great feeling of authenticity for potential visitors.  Tourism Ireland in the Nordic Region has a huge range of promotional initiatives in the pipeline for 2010, to promote short breaks and longer stay holidays in Northern Ireland”.

This trip was organised in conjunction with Northern Ireland Tourist Board.

Pictured enjoying a guided walking tour of the Walled City of Derry are Swedish visitors Susanne Ullenius and Lisa Skarstedt with local tour guide, Martin McCrossan (centre).  


Further information:
Elaine Moore / Clair Balmer, Tourism Ireland
Tel: 028 7035 9260 / 077 6652 7719


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