Irish people are the funniest in the world, says Sharon Horgan.
They just are… I think the reason I see comedy in everything is because I was surrounded by it growing up.”
The Bad Sisters and Catastrophe star shares her thoughts in a new Tourism Ireland campaign timed to coincide with St Patrick’s Day.
Titled Fill Your Heart with Ireland, it kicks off with a video ad that will air to 7.7m people in Great Britain on a 9pm “mega spot” on March 17.
It will also roll out in key markets in Europe and the US, as the 2023 tourist season kicks off.
The first ads of the campaign also feature Saoirse-Monica Jackson and Jamie-Lee O’Donnell from Derry Girls.
“Would you look at the brush strokes on that,” the pair laugh as they admire the Derry Girls mural on Orchard Street in the Walled City.
Niall Gibbons, CEO of Tourism Ireland, said the campaign “will highlight our rich and authentic experiences, breath-taking landscapes and, in particular, our warm welcome.”
The aim is to encourage people “to put Ireland on their holiday ‘wish-list’ for 2023”, he added.
Jamie-Lee O’Donnell and Saoirse-Monica Jackson on the Peace Bridge in Derry
The marketing organisation, which is tasked with the promotion of the island of Ireland overseas, has a €78m budget for tourism promotion in a year of post-pandemic recovery.
It has leaned heavily into TV shows and movies in recent years, launching videos around The Banshees of Inisherin, Star Wars, Game of Thrones and Derry Girls, among others.
St Patrick’s Day traditionally marks the start of Ireland’s tourism season, and the new campaign will air on TV, in cinemas and across outdoor and online channels – including YouTube, Instagram, Twitter, Facebook and TikTok in various markets.
“Our ‘Fill your heart with Ireland’ campaign will position Ireland as a place that fills the heart and restores the spirit,” Mr Gibbons says.
“Our people and welcome are key differentiators for Ireland from our competitor destinations; and this campaign puts them front and centre.”
“Because as every writer knows, you remember the characters long after you’ve forgotten the story,” as Ms Horgan concludes in the video ad.
It comes as Dublin Airport is expecting its busiest ever St Patrick’s weekend, and passenger traffic at the airport has begun to surpass pre-Covid highs.
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