This spring, Tourism Ireland in GB sponsored the third and final series of Channel 4’s smash hit comedy Derry Girls.
The aim of the sponsorship was to promote Derry-Londonderry and Donegal in the all-important GB market. It involved Tourism Ireland ‘idents’ (short video snippets) running immediately before, during and after each episode. The seven videos highlighted the historic walled city of Derry, Mussenden Temple, the Giant’s Causeway, Dunluce Castle, Culdaff Beach, Mount Errigal and Slieve League.
Tourism Ireland wanted to find an authentic way to connect with viewers, so the short videos were created with the show’s humour very much in mind and adopted the style of a school project, filmed using a 1990’s camcorder and voiced by two ‘classmates’ of the main Derry Girls
The sponsorship also involved inclusion in Channel 4’s advance promotional activity and social media campaign. Our Ireland.com logo ran on Channel 4 ads for Derry Girls
, including outdoor and video-on-demand ads, as well as in a bespoke edition of Smash Hits
- Videos reached 17+ million adults across GB
- 92,000 clicks to Ireland.com
by potential GB holidaymakers for Derry-Londonderry and Donegal
View examples of the idents below.