Tourism Ireland in Great Britain has launched a new iteration of its ‘Fill your heart with Ireland’ campaign called ‘Shameless Plugs’. The campaign involves local business owners fronting short videos and shamelessly plugging their own business as the thing that ‘fills their heart’ and aims to entice British holidaymakers to come and visit Kilkenny, Waterford and Cork.

The campaign will feature six local businesses – highlighting the Hysterical Histories tour in Cork, Kinsale Food Tours, Riverbend Adventures (kayak and stand-up paddle boarding tours) in Kilkenny, Shenanigans Walking Tours in Kilkenny, King of the Vikings in Waterford and Mount Congreve in Co Waterford.

‘Shameless Plugs’ will run on ITV, Channel 4 and Sky online streaming platforms, as well as on digital and outdoor platforms and on social media (Facebook, Instagram and Pinterest). It will run until 5th November and is expected to reach an estimated 8 million people across Great Britain and deliver almost 80 million impressions.

Julie Wakley, Tourism Ireland’s Head of Great Britain, said: “We were delighted to work with local tourism businesses in Kilkenny, Waterford and Cork to help them shamelessly plug their tours, experiences and attractions here in Britain. The campaign is expected to reach an estimated 8 million people – or potential British holidaymakers. It’s a fun way to shine a spotlight on the people who’re at the heart of our tourism industry and entice people to visit our regions.”