Discovery Travel to promote Irish tourism

Discovery Travel & Living, part of the Discovery Lifestyle TV network, is launching a major campaign with Tourism Ireland to encourage consumers to “discover Ireland”. It breaks this week.

The campaign will see the tourism body sponsor Pleasure Hunt, a series including travel tips for upmarket travellers and information such as local food trends, which will air in the UK, across Europe and in Australia and New Zealand.

An on-air promotion will break this week and there will also be a competition that will direct viewers to the channel’s website.

Discovery Networks EMEA vice president for international advertising sales, Jules Robinson, says the media partnership enables the tourism body to showcase Ireland “to a core audience of upscale adults who are highly interested in travel, culture and food.”