British comedy duo embark on epic coastal adventure

Shared Island Tourism Brand Collaboration supports media partnership with Channel 4 and The Guardian

Two popular British comedians, Babatunde Aléshé and Finlay Christie, are fronting a new Tourism Ireland campaign in Britain titled Coast to Coast: The Scenic Route, to highlight the Causeway Coastal Route and the Wild Atlantic Way. The campaign involves two major media partners – Channel 4 and The Guardian – and is supported by the Shared Island Tourism Brand Collaboration Project. It will reach almost 15 million people across Britain. 

The campaign includes a new 20-minute video featuring the two comedians travelling along the Causeway Coastal Route, taking in Blackhead Lighthouse, Dunfin Farm, Ballycastle Traditional Music Trail, Cromore Retreat and Peatlands – a shepherd’s hut experience in County Antrim. From there, the pair continue to the northern section of the Wild Atlantic Way, trying their hand at sea stack climbing in Donegal and visiting Voya Seaweed Baths in Sligo. The video is available to view from today (19 May) on Channel 4’s YouTube channel, click here to view.

It is also being shared with Tourism Ireland’s 561,000 followers on Facebook in Britain. Viewers who’re inspired by Baba and Finlay’s adventure can discover more about the places they have visited on a specially-created page on Tourism Ireland’s website Ireland.com.

The campaign also includes ads featuring the two comedians, which will air on the podcast network of The Guardian, as well as articles and itineraries for both routes on The Guardian’s website, spotlighting themes like the great outdoors, food and drink, wellness experiences and slow tourism. To read the articles, click here. 

Tourism Ireland’s message is that these two iconic routes can be enjoyed as part of one great holiday. The organisation aims to inspire GB visitors to extend their stay here, to explore more of our beautiful coastline. 

Judith Cassidy, Tourism Ireland’s Acting Head of Great Britain, said: “Our new campaign with Channel 4 and The Guardian, supported by the Shared Island Tourism Brand Collaboration Project, will reach almost 15 million potential British holidaymakers, inspiring them to come and explore two of our iconic coastal routes, the Causeway Coastal Route and the Wild Atlantic Way. With the help of two popular British comedians – Babatunde Aléshé and Finlay Christie – the campaign will bring to life the wonderful experiences on offer along both routes.”

A second Shared Island Tourism Brand Collaboration Project campaign will go live in GB in the second half of 2025.

This media partnership complements ongoing collaboration by Tourism Northern Ireland, Fáilte Ireland and Tourism Ireland – in consultation with the Department of Enterprise, Tourism and Employment (Ireland) and the Department for Economy (Northern Ireland) – to forge greater links between the Causeway Coastal Route and Wild Atlantic Way. The Shared Island Tourism Brand Collaboration Project is funded through the Shared Island Fund by the Government of Ireland.