CARAT CREATES SMOOTH RADIO AND REAL RADIO CAMPAIGN
FOR TOURISM IRELAND

London, 23^rd August 2012:  Carat Sponsorship has negotiated a month-long campaign for Tourism Ireland to promote Dublin and Belfast during its world-renowned festival season.

The campaign will run on Smooth Radio and the Real Radio Network to promote the cities of Dublin and Belfast. From the 27^th August until 30th September, the campaign will highlight the festivals, music and culture of both cities using a range of on-air, online and social media activity as well as live breakfast show broadcasts.

Smooth Radio will feature activity including two live broadcasts from Dublin and Belfast by breakfast host Simon Bates and a 10-day on-air promotion during Mark Goodier’s mid-morning show in which listeners will have the chance to win a short break to Ireland each day.  Weekend breakfast host Pat Sharp will be out on the streets of both cities, talking to locals to give insider tips on what’s on offer to visitors and favourite memories from the festivals. Video blogs and extra chances to win short breaks will provide additional online content.

Both Smooth and the Real Radio Network will also run 30-second advertorial city guides highlighting the visitor and festival attractions of Dublin and Belfast.

Jonathan Gillespie Real and Smooth Limited Group Commercial Director said: “The use of on-air, online and social media in Tourism Ireland’s campaign provides an opportunity to really engage with our audiences on various levels. Travel is high on the list of interests for Smooth and Real’s 5.5 million weekly listeners* and so this is a perfect partnership for both brands.^"

David Wood, Advertising Manager at Tourism Ireland said: Working with Smooth and Real has provided us with an opportunity to present Dublin and Belfast as vibrant, friendly and must-visit cities this autumn. The exciting integrated elements offered by Smooth and Real allows us to communicate a variety of messages to their engaged listeners at a key time for outbound short break trips. Radio is a fantastic fit for our brand, targeting listeners in their leisure time with compelling reasons to visit the Island of Ireland.”

Rowena Johnson, Associate Director at Carat said: “This partnership utilises Real and Smooth Limited’s premium portfolio to create maximum reach for Tourism Ireland during this key time of the year for the brand. Using a highly focused approach to media in this way presents a great opportunity for Tourism Ireland to connect with its target network.”

The deal was negotiated by Laura Helm and Matt Hinton from Carat and James Kellock from Real and Smooth Creative Solutions.

*Source: RAJAR/Ipsos-MORI/RSMB, period ending 24^th June 2012