Channel 4 is launching a three-part social media series to celebrate the warmth and hospitality of Ireland for a new campaign with the island’s tourism board.
‘Where to Next?’ will build on Tourism Ireland’s 2023 series ‘Stand Up Road Trip’, which featured comedians Suzi Ruffell and Seán Burke. It will go live this weekend across the broadcaster’s streaming platform, alongside its YouTube, Facebook, TikTok and Instagram pages.
The series will focus on the island’s locals and the hidden tourism gems only they would be aware of. Featuring Gogglebox star Babatunde Aléshé, the show will see the comedian travelling the length and breadth of the country.
“Our original partnership with Tourism Ireland was a major success in connecting with Channel 4’s audience, which is why working together again to uncover more of the secret sights that make Ireland so special felt like a no-brainer,” Channel 4 content solutions leader, Rupinder Downie said.
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“Our viewers enjoy content that’s authentic, entertaining and informative. Babatunde’s conversations with the Irish public provide a perfect blend of these qualities.”
Produced by Strong Watch Studios with the support of media agency OMD UK, the series will also be available in the form of nine short-form 60-second clips for socials, alongside a 30-second commercial ad streaming on Channel 4.
Tourism Ireland head of GB, Julie Wakley added: “Tourism Ireland is delighted to support the production of this new mini-series, fronted by well-known comedian, writer, actor, and podcaster Babatunde Aléshé. His road trip will take him from coastlines to city streets highlighting our fantastic scenery, culture, attractions and, most importantly, our local characters.
“The partnership is expected to have 4 million views on social, so it’s a wonderful opportunity to inspire travellers in Great Britain to put the island of Ireland on their holiday wish-list.”