Verona Farrell during filming in County Kerry, for Tourism Ireland’s new campaign with British Vogue. Photo: British VogueTOURISM Ireland has teamed up with British Vogue to shine a spotlight on Kerry and the people and places that shape Ireland’s incredible craft heritage.
The campaign – which is fronted by Irish content creator and columnist Verona Farrell – will reach an audience of around 1.5 million across Britain.
Set against the breathtaking backdrop of the Kerry landscape, the campaign is aimed to inspire fashion enthusiasts and prospective holidaymakers to visit Ireland and experience our vibrant craft culture for themselves.
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The campaign features a video of Verona Farrell exploring County Kerry, where she travels from Kerry Woollen Mills in Killarney to the Dingle Peninsula, and meets weavers, potters and leatherworkers along the way, as well as popping into Dick Macks for a drink.
The video demonstrates how visitors can step inside workshops, meet craftspeople and connect with our local culture for themselves. See the video below…
The campaign video and accompanying online article are on the Vogue website (read here), and will be shared across paid social content, as well as via email marketing to the Tourism Ireland database.
Julie Wakley, Tourism Ireland’s Head of Great Britain, said: “Our partnership with British Vogue and content creator Verona Farrell is a wonderful opportunity to showcase and celebrate the people and places behind Ireland’s rich craft heritage. Our aim is to inspire potential British visitors who’re seeking authentic experiences to come and discover the culture, heritage and landscapes of Ireland for themselves. Our message is that the island of Ireland is a place of tremendous beauty, creativity and hidden gems, a landscape which is shaped by artisans, local businesses and unique experiences.”
Verona Farrell said: “It was a joy to be part of this campaign with British Vogue and Tourism Ireland and to contribute to a discussion so close to my heart. Meeting the crafts people of Kerry and hearing their stories was a beautiful reminder of the creativity, tradition and warmth that makes Ireland so special.”
So many Kerry artisans are disappointed with this article. It spotlights typical big tourist spots and overlooks the dozens of small weavers, potters, galleries and artists. The various art WhatsApp groups have talked alot about this…
Such an opportunity lost.