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Tourism Ireland to spend over €500,000 on Banshees of Inisherin promotional activity

Marketing campaigns include a behind-the-scenes video shot on Achill Island and Inis Mór

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Colin Farrell in The Banshees of Inisherin. Photo by Jonathan Hession. Courtesy of Searchlight Pictures 2022

Colin Farrell in The Banshees of Inisherin. Photo by Jonathan Hession. Courtesy of Searchlight Pictures 2022

Dun Aonghasa, Inis Mór. Photo: Tourism Ireland / Gareth McCormack

Dun Aonghasa, Inis Mór. Photo: Tourism Ireland / Gareth McCormack

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Colin Farrell in The Banshees of Inisherin. Photo by Jonathan Hession. Courtesy of Searchlight Pictures 2022

Tourism Ireland will spend over €500,000 on marketing campaigns “leveraging” The Banshees of Inisherin overseas.

250,000 was spent on promotional activity based around the Oscar-nominated film in late 2022, it says, with €73,000 spent so far this year. 

A spokesperson said it is now planning “another push in the run-up to the Oscars" with a budget of €200,000. 

Tourism Ireland is the marketing body tasked with the promotion of the island overseas.

Its budget for 2023 is €78 million. 

The Banshees of Inisherin has been nominated for nine Oscars next month, and has already won several Golden Globe and BAFTA awards.

Martin McDonagh’s movie, starring Brendan Gleeson, Colin Farrell, Kerry Condon and Barry Keoghan, was filmed on location on Inis Mór and Achill Island.

Its success has thrown the islands into the Hollywood spotlight, and Tourism Ireland has worked with Searchlight Pictures to create a short, behind-the-scenes featurette using footage shot during filming (above).

It has previously said that up to 35pc of tourist trips may be inspired by film and TV shows, and has run marketing campaigns based on Star WarsGame of Thrones and Derry Girls

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A new global campaign – ‘Fill your heart with Ireland’ – will also include ads featuring Sharon Horgan from Bad Sisters, and Saoirse-Monica Jackson and Jamie-Lee O'Donnell from Derry Girls.

Its Banshees of Inisherin video had been viewed over 10.6m times by the end of 2022, Tourism Ireland says, with a CPCV (cost per completed view) of €0.02.

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Dun Aonghasa, Inis Mór. Photo: Tourism Ireland / Gareth McCormack

Dun Aonghasa, Inis Mór. Photo: Tourism Ireland / Gareth McCormack

Dun Aonghasa, Inis Mór. Photo: Tourism Ireland / Gareth McCormack

Press trips and a separate publicity push resulted in coverage worth €2.2 million in EAV (equivalent advertising value), it added.

The behind-the-scenes film features director, writer and producer Martin McDonagh, as well as actors Colin Farrell (who plays Pádraic), Brendan Gleeson (Colm), Kerry Condon (Siobhán) and Barry Keoghan (Dominic).

The aim is “to highlight the stunning scenery of the West of Ireland and to remind cinema-goers overseas that The Banshees of Inisherin was shot on location here”, it says. 

"The video also allows us to showcase our authentic home-grown talent.” 


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