Channel 4 today announced the recommission of its branded entertainment series in collaboration with Tourism Ireland, fronted by Babatunde Aléshé and Finlay Christie…
The third partnership, Coast to Coast: The Scenic Route, will showcase a new set of travel routes within the island of Ireland, complete with an interactive partnership with Guardian Advertising.
Aléshé and Christie will embark on a ’battle of generations’ with hilarious results as they are challenges to step out of their comfort zones and take part in wild and unusual activities along the iconic Causeway Coastal Route and Wild Atlantic Way.
Set against a breathtaking backdrop of Irish countryside, the two face off in head to head challenges ranging from controlling sheepdogs to mastering traditional Irish brush dancing and abseiling.
Babatunde Aléshé:
“I was absolutely thrilled to return to Ireland for this partnership! Such a beautiful country and such kind, joyous people. I love working with the brilliant creatives at Strong Watch and Channel 4 as well – and I’m super proud of this project.”
Finlay Christie:
“Ireland is a land familiar enough to soothe, but rich with its own wild character. It was a gentle adventure. One day I was herding lambs, the next I was floating in a seaweed bath like an ancient Celtic king. There were so many laughs, new experiences and vistas that opened like paintings. It was an absolute dank ting. I had a genuinely wicked time.”
Coast to Coast: The Scenic Route is the third partnership between Channel 4 and Tourism Ireland, in a deal brokered by Channel 4 Sales. The new series will be live on Channel 4’s YouTube channel from May 19th, and TikTok, Instagram and Facebook pages from May 28th.
The campaign is further amplified on the Guardian website, with an audience that reaches 40% of all travel lovers in the UK. A series of online travel itineraries themed around wellbeing, activities and food will help readers start an Irish adventure. Beautifully illustrated interactive maps will showcase the routes explored on the show and inspire people to plan their own trip. Babatunde and Finlay will also lend their voices to ads featuring across the Guardian’s podcast network.
Judith Cassidy, Tourism Ireland’s Acting Head of Great Britain:
“Our new campaign with Channel 4 and The Guardian will reach almost 15 million potential British holidaymakers, inspiring them to come and explore two of our iconic coastal routes, the Causeway Coastal Route and the Wild Atlantic Way. With the help of two popular British comedians – Babatunde Aléshé and Finlay Christie – the campaign will bring to life the wonderful experiences on offer along both routes.”
