Tourism Ireland in London received a Campaign Brand Leadership and Partnership Award in the ‘TV & Cinema’ category for its screen tourism promotions focused on leveraging popular video games and TV shows such as Game of Thrones, Assassin’s Creed Valhalla, and Derry Girls.
The award submission highlighted Tourism Ireland’s successful campaigns that showcased Ireland’s locations through screen collaborations, positively impacting consideration for visiting the country among potential tourists.
The sponsorship involved running ‘idents’ (short video snippets) before, during, and after each Derry Girls episode, showcasing iconic locations such as Derry’s historic walled city, Mussenden Temple, Giant’s Causeway, Culdaff Beach, Errigal, and Slieve League to promote Derry and Donegal.
Julie Wakley, of Tourism Ireland London office said: “Film and TV are recognised as strong influencers on prospective visitors and in recent years – given that 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 and Donegal on their holiday ‘wish list’. With thanks to our partners at OMD and Publicis.”
