The films will be unveiled from 18 September and will reach about 7.5 million ‘culturally curious’ holidaymakers across Britain this autumn, through the Facebook pages of both radio stations, as well as through a bespoke section on classicfm.com and smoothradio.com. They will also be shared via Tourism Ireland’s social platforms in Britain – including Facebook (459,000 fans) and Twitter (74,500 followers).

 

Aled Jones is a great fit for the Tourism Ireland campaign and its key audience of ‘culturally curious’ holidaymakers.

 

Julie Wakley, Tourism Ireland’s Head of Great Britain, said: “Our latest promotion has been specifically designed to highlight holidays and short breaks in Donegal and along the Wild Atlantic Way to our ‘culturally curious’ audience in Great Britain. These are independent, active sightseers, who are typically looking to visit new places and expand their experience by exploring landscapes, history and culture. This is just one element of the extensive promotional programme that we’re rolling out this autumn in Great Britain.

 

“The currency challenge for Irish tourism is very real and the drop in British visitor numbers (-6.2%)for the January to July period reflects that. The decline in the value of sterling has made holidays and short breaks here more expensive for British visitors; and economic uncertainty is undoubtedly making British travellers more cautious about their discretionary spending. This is impacting on travel to Ireland. Therefore, competitiveness and the value for money message are more important than ever in Britain right now. Tourism Ireland is placing a greater focus on our ‘culturally curious’ audience, who are less impacted by currency fluctuations.”