- Tourism Ireland is promoting the island as the Home of Halloween.
- A new travelogue Samhain – The Birth of Halloween airs on PBS and Create TV.
- The programme is fronted by Wexford tenor Michael Londra.
- Digital campaigns delivered 30m views.
- Twenty-five media representatives from 11 markets are experiencing events.
Tourism Ireland is promoting the island as the Home of Halloween with a major international campaign. A new travelogue Samhain – The Birth of Halloween fronted by Wexford tenor Michael Londra will air on PBS and Create TV in the United States reaching a potential audience of millions. Digital campaigns delivered 30m views, doubled website interest in Halloween content and increased awareness that the festival originated in Ireland with seven in ten people more likely to consider a future visit.
American broadcaster Gabe Saglie is due to broadcast live from Kilkenny while other media coverage includes Derry Halloween and the Púca Festival in County Meath. Twenty-five media representatives from 11 markets are experiencing events first-hand. The one-hour documentary explores how the ancient 2,000-year-old Celtic festival of Samhain evolved into the modern Halloween tradition. It is presented by Detroit PBS and distributed nationally by the National Educational Telecommunications Association.
The special is produced by Wexfordhouse LLC with funding and promotional support from Tourism Ireland as part of its Home of Halloween initiative and CIE Tours. It is available to stream via the PBS Show Page and the PBS app. Last year through co-operative marketing with booking platforms focused on Home of Halloween Tourism Ireland generated €50m in incremental inbound bookings.
