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07 Feb 2020

Tourism Ireland partners with Williams Sonoma and Bake from Scratch magazine in new ‘Authentic Ireland’ campaign

Tourism Ireland in the United States is partnering with premier kitchen and home furnishings retailer Williams Sonoma, in a new campaign called ‘Authentic Ireland’, which is being rolled out in conjunction with Bake from Scratch magazine. The digital campaign will highlight the island of Ireland for 2020 to prospective American visitors.

The campaign includes a dedicated page on the Williams Sonoma website featuring ‘Authentic Ireland’ recipes, to inspire Americans to discover some of our culinary offerings and traditional recipes. Williams Sonoma will also offer customers the opportunity to learn how to make ‘Authentic Ireland’ dishes in over 200 stores across the US, at an ‘Authentic Ireland’ cookery demo in early March. And, Williams Sonoma will host a sweepstakes (competition) on its website, offering one lucky person the chance to win a trip to the island of Ireland.

As part of the campaign, five food and lifestyle bloggers have been visiting the island of Ireland, together with a videographer, photographer and team of editors. Their week-long itinerary saw them visit Northern Ireland, Dublin, Ireland’s Ancient East and the Wild Atlantic Way. The bloggers – who have a combined audience of around 600,000 followers – have been capturing and sharing content via their social platforms. The content will also be used to produce a special ‘Authentic Ireland’ edition of the popular Bake from Scratch magazine, which has a print circulation of 150,000 and a digital monthly reach of 30 million readers. 

The partnership is part of Tourism Ireland’s strategy to connect with prospective American visitors in new and unexpected ways, by partnering with high profile lifestyle brands like Williams Sonoma and Bake from Scratch.

Tourism Ireland has prioritised North America as a market which offers a strong return on investment, in terms of holiday visitors and expenditure.

Alison Metcalfe, Tourism Ireland’s Head of North America and Australia, said: “We are excited about our new collaboration with Williams Sonoma and Bake from Scratch magazine, which promises to be a great way for us to showcase the island of Ireland and connect with their customers and readers. Working with iconic brands like Williams Sonoma and Bake from Scratch will help us raise awareness of some of the many unique experiences to be enjoyed around the island of Ireland, inspiring American travellers to put a trip to the island of Ireland on their ‘must do’ list for 2020.”
  Food and lifestyle bloggers with Molly Wolfe (fifth right) and Orla Carey (second right), both Tourism Ireland; Jenn Yee, Williams Sonoma (third left); Brian Hart Hoffman (fourth left), Sophia Jones (seventh left) and Kevin Masse (right), all Bake from Scratch magazine; photographer Joann Pai (fifth left); and videographer Maya Oren (fourth right), visiting Powerscourt House & Gardens, in Co Wicklow.

Notes To Editors

  • Tourism Ireland is the organisation responsible for promoting the island of Ireland overseas as a leading holiday destination.
  • Tourism is the island of Ireland’s largest indigenous industry; responsible for in excess of 4% of GNP in the Republic of Ireland and employing around 325,000 people across the island.
  • In 2019, we welcomed almost 11.2 million overseas visitors to the island of Ireland, delivering revenue of almost €5.8 billion.
  • Tourism Ireland’s international website is, 29 market sites available in 11 language versions around the world, which attracted around 23+ million visitors in 2019.

Previous Press Release

05 Feb 2020

Tourism Ireland leads sales blitz to Canada