Planning your holiday? Visit our consumer website

19 Feb 2013

Comedian Andrew Maxwell stars in hit online video to promote The Gathering Ireland 2013

Internationally-known Dublin comedian Andrew Maxwell is the star of Tourism Ireland’s brand new short film to promote The Gathering Ireland 2013. Since the film was posted on YouTube last week it has already been viewed over 135,000 times.  

Today Tourism Ireland begins promoting the film around the globe and is asking people in Ireland to play their part by sharing the video with their friends overseas on Facebook and YouTube and by inviting them home during 2013.

The video is a cheeky and humorous introduction to The Gathering by the film’s ‘hero’ Maxwell as he highlights various Gathering events – including the Redhead Convention, the Left-handed Festival, the Town of 1,000 Beards and the Messiah Gathering. It is punchy and fast and full of humour (including Andrew Maxwell donning a Michael Flatley wig as he ‘riverdances’ through Temple Bar!) with Maxwell ably assisted by representatives of some of the various events.

A special feature of the film is that viewers can personalise it on Facebook with their friend’s name appearing at the end of the video, inviting them to come and join The Gathering. This is designed to encourage people everywhere to share and re-share the film with their friends and social networks and to get people talking about The Gathering year.

Mark Henry, Tourism Ireland’s central marketing director, said: “Andrew Maxwell really helps to bring The Gathering to life in a fun way. I want to ask the people of Ireland to share Andrew’s humorous view of The Gathering with all their friends and family overseas. There are so many unique events happening in Ireland this year that it truly will be a fantastic year for tourists to come and be part of.”

Tourism Ireland will promote the film extensively over the coming weeks through online channels, including video-sharing platforms like YouTube; through lifestyle blogs; and through social media like Facebook (the organisation has over 1.25 million fans on Facebook globally) and Twitter (more than 70,000 followers).

The Gathering is a key focal point of all of Tourism Ireland’s promotional activity in 2013, particularly in markets with a strong Diaspora connection to Ireland such as the United States, Great Britain, Canada and Australia. This new short film is just one element of Tourism Ireland’s ‘Gathering’ programme of promotions, to invite people living abroad who have a connection with, or simply a fondness for, Ireland, to come and visit in 2013.

The film was commissioned through Irish digital agency Simply Zesty. It was produced by Tiny Ark in Co Wicklow and directed by Alex Delap; assistant director was Ned Dowd (producer of Last of the Mohicans, Shanghai Noon, Apocalypto and Ondine).