Tourism Ireland wanted to inspire future travel with Canadians and partnered with The Weather Network – a trusted and credible brand to tell stories anchored in one of Ireland’s greatest traditions — Halloween.


Amidst a global pandemic, the teams were able to leverage previously recorded, in-destination footage to create new custom broadcast content. Leading up to Halloween, Tourism Ireland was featured in a Live on Location during the morning show – highlighting a number of traditions;  foods & cocktails, pumpkin carving, ghost stories, and haunted places to visit.  They also aligned with TWN’s hit podcast, This Day In Weather History (TDIWH) (both on and off TWN digital + broadcast platforms).  The special Halloween episode discussed fall’s Celtic roots in the ancient festival of Samhain, and featured some historic weather events during the seasonal switchover.


The campaign reached over 7.4k in digital impressions, had over 10.8 million broadcast viewers reached, 36,277 TDIWH section and article pageviews, 2,194 TDIWH podcast listeners and over 3.3M social followers reached.  In addition, the sponsored Halloween episode aired on IPTV and Rachel Schoutsen shared a  post & multiple stories to her Instagram followers, tagging @tourismireland, leading up to the Look Live.

Problem Solved.

October 2020 marked our 2nd campaign with TWN to highlight Ireland as the birthplace of Halloween to millions of Canadians, and we are absolutely thrilled with the results. The team is creative, organized and “always-on”, highly professional and communicative, and executed the cross functional campaign to a smashing success. The robust campaign included broadcast, digital, social, custom content, branded stories and live-on-locations – and we were thrilled to be the first to sponsor of TWN’s This Day in Weather History digital section and audio podcast. It was a genuine pleasure to work with the team and we look forward to  future partnerships!


Sandra Moffatt, Tourism Ireland, Manager, Canada