Channel 4 is launching its third branded content series in partnership with Tourism Ireland this week, set to be fronted by comedians Babatunde Aléshé and Finlay Christie.
Running on the broadcaster’s YouTube channel, ‘Coast to Coast: The Scenic Route’ will see the pair travel along the popular Causeway Coastal Route and Wild Atlantic Way.
The series will mark the third partnership between Channel 4 and the tourism body, in a deal brokered by Channel 4 Sales. The new show will be live on Channel 4’s YouTube channel from today (19 May), followed by its TikTok, Instagram and Facebook from 28 May.
“Following two successful campaigns, partnering with Tourism Ireland to help them showcase the beauty of Irish landmarks and experiences once again has been really exciting,” said Rupinder Downie, content solutions leader at Channel 4 .
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“Our content featuring Babatunde and Finlay, underlines Channel 4’s ability to go above and beyond when collaborating with brands, playing to our credentials in comedy and entertaining our viewers with engaging longer-form content.
Produced by Strong Watch Studios with the support of media agency OMD UK, who also handled media planning and buying, the campaign will be further amplified by a series of online travel itineraries themed around wellbeing, activities and food running across The Guardian website.
Judith Cassidy, acting head of Great Britain for Tourism Ireland added: “Our new campaign with Channel 4 and The Guardian will reach almost 15 million potential British holidaymakers, inspiring them to come and explore two of our iconic coastal routes, the Causeway Coastal Route and the Wild Atlantic Way.
“With the help of two popular British comedians, Babatunde Aléshé and Finlay Christie, the campaign will bring to life the wonderful experiences on offer along both routes.”
