Tourism Ireland in the United States has teamed up with Huckberry – a major outdoor clothing and lifestyle brand – for an episode of its popular documentary travel series called ‘DIRT’. The episode highlights the island of Ireland’s outdoor adventure experiences, food and drink, as well as our rich culture.
The special Ireland episode of ‘DIRT’ was filmed here earlier this year and was supported by Tourism Ireland. It follows host Josh Rosen as he travels around the island of Ireland for eight days, experiencing activities like surfing, sea swimming and seaweed baths and meeting with local chefs and food producers.
Josh visits the Boyne Valley, West Cork, the Dingle Peninsula, Co Clare, Galway, Connemara, Inis Mór, Enniscrone, Lough Neagh, the Mourne Mountains and Belfast city and experiences chocolate making, beer brewing, eel fishing, foraging, mussel farming and much more. The episode culminates with a ‘feast’ of the fantastic produce and ingredients collected by Josh on his travels around Ireland and prepared by chef Keith Coleman.
The episode is being promoted on Huckberry’s website, social media channels – on Facebook, Instagram, TikTok and YouTube – and via email. Tourism Ireland in the United States is also promoting the episode on Facebook and Instagram, as well as via email marketing. The partnership will deliver around 7 million impressions (or opportunities to see by potential American holidaymakers).
Alison Metcalfe, Tourism Ireland’s Head of North America, said, “we are excited about our new collaboration with Huckberry, which promises to be a great way for us to showcase the island of Ireland to their customers. Working with popular brands like Huckberry helps us raise awareness of some of the many unique experiences to be enjoyed around the island of Ireland, inspiring American holidaymakers to put a trip to Ireland on their ‘must-do’ list for 2023 and beyond.”
Partnering with high-profile lifestyle brands like Huckberry is part of Tourism Ireland’s strategy to connect with prospective American visitors in new and unexpected ways. The collaboration will reach an audience with a strong propensity to travel, a keen appreciation of the outdoors and a love for unique and excellent culinary experiences.
Tourism Ireland has prioritised the United States as a market which offers a strong return on investment, in terms of holiday visitors and expenditure. In 2019, we welcomed 1.7 million American visitors, whose visits delivered €1.6 billion for the economy.
Source: Tourism Ireland
