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05 Sep 2013

‘Shenanigans’ promotion targets 1+ million young ‘social energisers’ in Britain

Promotion at ‘Bestival’ on the Isle of Wight and with XFM

Tourism Ireland in Great Britain is targeting hipsters from all over Great Britain by teaming up with Bestival – the boutique music festival which takes place this weekend on the Isle of Wight – and popular radio station XFM for a promotion with a difference. 

The initiative is targeting Tourism Ireland’s new audience of ‘social energisers’ in GB, in a bid to highlight Ireland as an exciting, vibrant and modern destination and to get that young, fun-loving audience to look at a city break in Dublin or Belfast with fresh eyes. 

The promotion involves various elements:
  • A mini-Ireland ‘immersive theatre’ experience at Bestival, called ‘Shenanigans’, to grab the attention of the 55,000 festival-goers and give them a flavour of Ireland with a whirlwind “tour” through Dublin and Belfast. The idea is based on other immersive theatre sensations like YouMeBumBumTrain, which involve audience participation, planting Bestival-goers in the middle of actors who urge them onto a ‘Shenanigans Airways’ flight, get them all geared up to play in a rugby match, even practise their accents before going onstage at Belfast’s MAC and finishing the session at a big, lively Irish party; 
  • A campaign on the XFM network and website this week, targeting the station’s 975,000 listeners, to be in with a chance to win passes to Bestival and get to experience “Shenanigans” for themselves; 
  • XFM presenter Phil Clifton will broadcast from the festival, encouraging Bestival-goers to check out “Shenanigans”; he will record some of the “performances” and the footage will feature on the XFM website throughout September;
  • After the festival, a week-long promotion will run on The XFM Breakfast Show with Jon Holmes, giving listeners the chance to win a trip to Ireland. On Thursday 19 and Friday 20 September, the show will be broadcast live from Belfast and Dublin respectively, with Jon and his team exploring, and sharing with listeners, what both cities have to offer; 
  • Tourism Ireland will capture lots of Instagram pics and short videos of “Shenanigans” at Bestival – which will then be shared on Facebook (262,000+ fans in GB alone), Twitter (13,600 followers in GB) and on YouTube; 
  • A specially-created page on, is inviting potential visitors to “Get lost in a whirlwind of Irish adventures and Shenanigans”, featuring information about Dublin and Belfast, as well as special offers in both cities. 

Following an extensive review of the British market last year, Tourism Ireland is rolling out an ambitious new strategy, called ‘GB – Path to Growth’. The organisation is targeting several new audiences with strong potential for growth – including a younger, fun-loving audience looking for an exciting time in a vibrant destination, called ‘social energisers’. 

Vanessa Markey, Tourism Ireland’s head of GB, said: “Our latest promotion with Bestival and XFM should prove to be a really effective way of engaging with our target audience of ‘social energisers’ in GB, helping to really bring our message of fun and excitement to life. By transporting festival-goers to Dublin and Belfast through our immersive theatre experience, we’re hoping to show them that Ireland is a unique and different destination – and inspire them to begin planning a city break in Ireland very soon. 

“Tourism Ireland has a strong and comprehensive programme of promotions under way in Great Britain throughout 2013. The most recent figures from the CSO – for the May-July 2013 period – show a welcome return to growth in British visitors of +3.3%, when compared with the same three-month period in 2012. Our plan is to welcome an additional 200,000 British holiday visitors per year by 2016 (+20%).”

Previous Press Release

04 Sep 2013

Galway and Clare in the spotlight ‘Down Under’