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.