Tourism Ireland in London wins award for screen tourism promotions

Tourism Ireland in London has won a major award for its screen tourism promotions. The organisation fought off tough competition to scoop a Campaign Brand Leadership and Partnership Award in the ‘TV & Cinema’ category. 

The submission highlighted Tourism Ireland’s campaigns to leverage the power of screen tourism and popular video games – from Game of Thrones to Assassin’s Creed Valhalla and Derry Girls. The various campaigns have delivered impact on consideration of a visit to the island of Ireland, by highlighting beautiful locations here through screen collaborations. The judging panel in particular commended Tourism Ireland’s sponsorship of the third and final series of Channel 4’s Derry Girls, saying: “Excellent use of talent and culturally relevant content. Consistently strong results delivered across the variety of executions”.

Commenting on the award, Julie Wakley, Tourism Ireland’s Head of Great Britain, said: “Tourism Ireland is delighted to have topped the ‘TV & Cinema’ category at the Campaign Brand Leadership and Partnership Awards. Film and TV are recognised as strong influencers on prospective visitors and in recent years – given that the island of Ireland has provided a backdrop for many popular films and TV shows – there have been many opportunities for Tourism Ireland to leverage this area. We are delighted that this award in particular recognises our sponsorship of the final series of Channel 4’s Derry Girls. Our aim was to find an authentic way to connect with viewers of the hit TV series and inspire them to put Derry-Londonderry and Donegal on their holiday ‘wish list’. With thanks to our partners at OMD and Publicis.”

Campaign is a monthly business magazine and website headquartered in Great Britain, which is read by people working in the advertising, marketing and media industries. The Campaign Brand Leadership & Partnership Awards celebrate organisations that have demonstrated significant accomplishments in the fields of marketing, branding and strategic alliances.

The aim of Tourism Ireland’s Derry Girls sponsorship was to promote Derry-Londonderry and Donegal in Great Britain. It involved ‘idents’ (short video snippets) running immediately before, during and after each episode. The six short videos highlighted the historic walled city of Derry, Mussenden Temple, the Giant’s Causeway, Culdaff Beach, Errigal and Slieve League. To view one of the videos, click here.