Richard E Grant in Mayo for tourism promo

TOURISM Ireland has teamed up with actor Richard E Grant and Smooth Radio, the third largest radio brand in Britain, in a new promotion to showcase Ireland to British holidaymakers this year.

In a series of five short online films, viewers will see Richard E Grant immerse himself in our culture and meet the locals, showcasing some of the many wonderful experiences on offer here – including Mayo and the Wild Atlantic Way.

Filming took place in Westport yesterday (Friday) and Minister Michael Ring welcomed the actor to the town.

Said Minister Ring: “The Wild Atlantic Way has truly captured the imagination of those, from home and abroad, who are looking to explore the west coast of Ireland. In recent months we have seen the roll-out of Tourism Ireland’s special Star Wars campaign, which highlights the beauty of Skellig Michael and the Wild Atlantic Way, and last weekend, Top Gear took the Kerry section of the route for a test drive.

“This week we welcome Richard E Grant, along with Smooth Radio, to Mayo to promote the region to legions of fans across Britain, a market which is of exceptional importance to Irish tourism.”

The campaign – which will be rolled out in two phases – will reach about 5.5 million people across Britain. The films will be promoted on the Smooth Radio website and through on-air mentions. They will also be shared via social media – targeting Tourism Ireland’s audience on Facebook (430,000 fans in Britain alone) and Twitter (67,000+ followers).