Channel 4 has partnered with Tourism Ireland to launch a new branded entertainment series and social media campaign in format from Kalel Productions, featuring comedians Suzi Ruffell and Seán Burke.
The three-part social first series, Stand Up Road Trip, sees the two comedians partner up on a road trip around Ireland to gather material for a last-minute stand-up gig in Limerick.
Their comedy journey taps into the phenomenon of comedians carpooling as they travel the length and breadth of the country on their way to and from gigs. However, in this instance, they have prepared no jokes and will need to find stories and anecdotes along the way – including from the many hitchhikers they encounter.
The social first series launched yesterday at 6pm (21.09.23) and will be promoted across Channel 4’s social media channels on YouTube, Facebook, Instagram, and TikTok, which have a combined reach of more than 50 million. The series will also live on Channel 4 Streaming and will have digital, innovative placements across the streaming platform including a first-look, which will be the first since the rebrand and a bespoke Collection Lounge.
Stand Up Road Trip is produced by and is a format from Kalel Productions. The Executive Producer is Nick Parnes, CEO of Kalel Productions, and the Series Producer / Director is Andy Brown.
The series was commissioned by Channel 4 Digital Commissioning Editor, Joe Churchill, and Commissioning Exec Hanzla McDonald working closely with 4Studio Content Manager Giselle Gelipter who brokered the partnership with OMD and Tourism Ireland. OMD Associate Director Holly Hawkins handled the strategy, planning and buying of the campaign, and is working alongside Tourism Ireland, Kalel and Channel 4 to bring the activity to viewers. The branded series is Tourism Ireland’s biggest partnership campaign of the year.
David Amodio, Deputy Head of Commercial Innovation & 4Studio at Channel 4, said: “Outside of Dublin’s tourist hotspots, Ireland is a country full of magic and charm owing to its rich culture, history, and natural beauty. Through this partnership, Channel 4 will help Tourism Ireland show off some of these hidden gems in a uniquely Channel 4 way.
“This series is a fantastic example of how brands can tap into Channel 4’s irreverent and fun tone and reach huge audiences through our social channels.”
Julie Wakley head of Great Britain at Tourism Ireland, said: “Comedy and humour are woven into the fabric of the island of Ireland. Here, comedians aren’t just found on the big stages in Dublin and Cork, but in almost every pub, community and town across the island, whether a budding stand-up comedian at an open-mic, or simply a local having a laugh with some friends. Channel 4’s Stand Up Road Trip encapsulates this perfectly. The series also showcases Ireland’s fantastic scenery and culture, and combined with the friendly locals, we hope viewers will be inspired to visit for their next holiday. We are just a short flight or ferry ride away!”
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