Down the line radio and online campaign

for 01/02/09

On behalf of Tourism Ireland, bgb worked with Dancing on Ice celebrity Zoe Salmon on a Down The Line campaign, which comprised a series of radio interviews and a video news release.

The controlled format enabled Tourism Ireland to brief Zoe about its key messages, including promoting spring breaks to Ireland and highlighting new and established landmarks around the country.

Thanks to Zoe's celebrity status and her concurrent involvement with the popular TV show Dancing on Ice, the interviews featured on over 45 radio stations and 20 websites, including Sun.co.uk, Mirror.co.uk and Hello.co.uk.

An overall investment of £20,000 therefore resulted in £150,000 worth of immediate coverage, with the additional longevity factor of interviews remaining on websites indefinitely.