Shenanigans set for Bestival for Tourism Ireland

Global media agency Carat is helping to redefine how tourist boards communicate with consumers with the creation of an innovative brand experience, on behalf of Tourism Ireland, at this weekend’s Bestival music festival on the Isle of Wight.

The immersive theatre experience, known as Shenanigans, is part of a wider integrated media campaign highlighting Ireland as fun, vibrant and modern to UK consumers, while subtly dispelling any preconceptions that people may have of the destination.

Shenanigans will give festival-goers a taste of Ireland within a mini-Ireland wonderland. Bestival-goers will find themselves in the middle of actors playing ‘Shenanigan Airways’ flight attendants, getting them secured for their ‘landing’ in Dublin; get them all geared up to play in a rugby match; practise their accents before going onstage at the Mac theatre in Belfast; and finish their session in a proper Irish shindig.

The campaign is supported by a sponsorship package with XFM, who will be onsite at the festival with Phil Clifden, recording interviews with the bands. With listenership of 975,000, the Jon Holmes breakfast show will broadcast from Dublin and Belfast in the weeks following Bestival, promoting the Ireland citybreak message ever further.

Sarah Rogers, advertising and consumer engagement manager at Tourism Ireland, said: ‘’This campaign marks a step-change with how we’re talking to our consumers and we’re delighted to be working with Carat on this innovative project. The Shenanigans activity at Bestival promises to involve the audience in a really unique, integrated and naturalway. We’re able to highlight what makes Ireland so special for a citybreak, in a really personal and memorable way. This immersive activity is then supported with our sponsorship with XFM and our own digital amplification, which allows us a really effective reach and to further our engagement.

Paul Hicks, head of brand experience and events at Carat Live, said: “We’ve really enjoyed working on this unique project. The immersive and action-packed experience we’ve created at Bestival promises to present Ireland as the cultural and fun holiday destination that we know it is, and we can’t wait to see the response of festival goers. In an increasingly crowded and noisy media environment, innovative brand experiences that truly engage and involve the audience in a positive way are having the biggest and longest-lasting impact.”