- Tourism Ireland has partnered with British Vogue
- The campaign reaches around 1.5 million across Britain
- Verona Farrell explores County Kerry in the video
- The campaign highlights weavers, potters and leatherworkers
- Tourism Ireland also collaborated with designer Michael Stewart
Tourism Ireland has teamed up with England’s Vogue magazine for a campaign showcasing Ireland’s craft heritage and landscapes. The campaign, fronted by Irish content creator and columnist Verona Farrell, will reach an audience of around 1.5 million across Britain. The initiative highlights the people and places that shape Ireland’s craft culture.
Craftsmanship and community are threaded throughout the campaign, celebrating heritage and culture as well as local businesses. The campaign 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. The video and accompanying online article appear on the Vogue website and will be shared across paid social content and via email marketing to the Tourism Ireland database.
Tourism Ireland is leveraging opportunities to inspire potential overseas visitors with an interest in craft and design heritage. 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.
Julie Wakley shared “Our partnership with English Vogue and content creator Verona Farrell is a wonderful opportunity to showcase and celebrate the people and places behind Ireland’s rich craft heritage.”
