‘British Vogue’ showcases Ireland’s craft heritage and spectacular landscapes

New Tourism Ireland campaign with ‘British Vogue’ to reach 1.5M across Britain 

Tourism Ireland is teaming up with British Vogue to shine a spotlight on the people and places that shape Ireland’s incredible craft heritage.  The campaign – which is fronted by Irish content creator and columnist Verona Farrell – will reach an audience of around 1.5 million across Britain. 

Craftmanship and community are threaded throughout the campaign, celebrating our rich heritage and culture, as well as the local businesses who are at the heart of Ireland as a destination – from master craftspeople preserving generations of skill to local business owners who are the heartbeat of their communities. Set against the breathtaking backdrop of the Kerry landscape, the campaign will inspire fashion enthusiasts and prospective holidaymakers to visit Ireland and experience our vibrant craft culture for themselves.

The campaign – which is now live – includes a new video, featuring Verona Farrell exploring County Kerry. She travels from Kerry Woollen Mills in Killarney to the Dingle Peninsula, where she meets weavers, potters and leatherworkers – showing visitors how they can step inside workshops, meet craftspeople and connect with our local culture for themselves. Click here to view the video.  

The video and accompanying online article are on the Vogue website, and will be shared on social media, as well as via email marketing to the Tourism Ireland database. 

Julie Wakley, Tourism Ireland’s Head of Great Britain, said: “Our partnership with British Vogue and content creator Verona Farrell is a wonderful opportunity to showcase and celebrate the people and places behind Ireland’s rich craft heritage. Our aim is to inspire potential British visitors who’re seeking authentic experiences to come and discover the culture, heritage and landscapes of Ireland for themselves. Our message is that the island of Ireland is a place of tremendous beauty, creativity and hidden gems, a landscape which is shaped by artisans, local businesses and unique experiences.”

Verona Farrell said: “It was a joy to be part of this campaign with British Vogue and Tourism Ireland and to contribute to a discussion so close to my heart. Meeting the crafts people of Kerry and hearing their stories was a beautiful reminder of the creativity, tradition and warmth that makes Ireland so special.” 

Tourism Ireland is leveraging new opportunities to inspire potential overseas visitors with an interest in craft and design heritage, showcasing the island of Ireland’s makers and creative talent. A recent example was Tourism Ireland’s collaboration with Irish designer Michael Stewart for his haute couture debut in the Irish Embassy in Paris. The County Clare founder of the Standing Ground label unveiled his Carrickmacross Lace dress, demonstrating how traditional Irish craftsmanship continues to influence contemporary design. By highlighting stories like these, Tourism Ireland is inspiring potential visitors to come and discover the people and places behind our craft heritage – through studio tours, exhibitions and local experiences across our island.