Oops - They Did It Again!

12 May 2010

The Tourism Ireland “Apology for Jedward” ads scooped a silver award in the ‘Best Single Promotion’ category at the prestigious Sony Radio Academy Awards in London this week.

Described by the judges as “laugh-out-loud funny adverts using a very quick turn round of a popular, topical subject” the ads were developed by Tourism Ireland last December, to capitalise on the hype which surrounded the final of The X Factor.  Tourism Ireland got agreement from the Grimes twins to be the butt of two comic, tongue-in-cheek ads – in which they apologised to anyone they might have offended during The X Factor competition and offered a good value holiday or short break to Ireland to make amends.

Accepting the award, Vera Stedman, Tourism Ireland’s Head of Marketing in GB, said: “Jedward certainly captured the public imagination here in Britain during The X Factor, so it made sense for Tourism Ireland to involve them in our drive to attract British holidaymakers.  We are delighted that the ads were singled out for this recognition by Sony – to win against such tough competition is fantastic.

“Tourism Ireland is constantly looking at innovative and engaging ways of reaching potential holidaymakers and to help our tourism product to stand out from other destinations in a very crowded marketplace.  Our campaigns have been designed to convey a sense of fun and spontaneity – and our Jedward apology ads certainly delivered that message!”

The Sony Radio Academy awards are presented annually and recognise excellence in the UK radio industry – at national, regional and local level – covering all aspects of radio from speech and drama through to news, comedy, music and advertising.


Further information:
Sinéad Grace, Tourism Ireland  tel: 01 476 3490/ 087 685 9027


Who's Who

Search for Tourism Ireland Contacts