Channel 4 and Tourism Ireland partner again to uncover hidden gems across the island of Ireland

20 September 2024

Channel 4 Sales’ Social Branded Ents team is launching a new 3-part social series dedicated to celebrating Ireland’s warmth and hospitality in a new collaboration with Tourism Ireland, for their second partnership in two years.

After Stand Up Road Trip - a series launched in 2023 featuring comedians Suzi Ruffell and Seán Burke - the new series is entitled Where To Next?, launching across Channel 4’s streaming, YouTube, Facebook, TikTok and Instagram pages from September 20th.

Where To Next?’s focus is on spotlighting the locals of the island of Ireland and the hidden gem attractions that only they could provide knowledge of. The series sees Celebrity Gogglebox star comedian Babatunde Aléshé travelling across the island of Ireland, chatting to local people along the way to gather all of their hidden gem recommendations for the best places to visit, putting the decision making of his trip in their hands.

Equipped with just a microphone, Babatunde’s conversations are edited into a montage of vox-pops teeming with the trademark wit of Ireland. His travels across the island of Ireland reveal the sights of the Causeway Coastal Route and the Wild Atlantic Way, stopping off at Derry~Londonderry, Donegal, Galway and the surrounding areas.

Where To Next? will consist of three episodes streaming on Channel 4 and also available on YouTube, edited into nine short-form 60-second clips for TikTok, Instagram and Facebook, alongside a 30-second commercial ad streaming on Channel 4. Tourism Ireland’s logo is present on-screen across all content.

The series was produced by Strong Watch Studios, with the support of media agency OMD UK. It continues a spate of recent social branded entertainment series for Channel 4, underpinning its status as the leading broadcaster for digital-first content that reaches a culturally engaged audience.

Rupinder Downie, Content Solutions Leader at Channel 4 said:

“Our original partnership with Tourism Ireland was a major success in connecting with Channel 4’s audience, which is why working together again to uncover more of the secret sights that make Ireland so special felt like a no-brainer. 

Our viewers enjoy content that’s authentic, entertaining and informative. Babatunde’s conversations with the Irish public provide a perfect blend of these qualities.”

Charlie Hyland, Digital Commissioner at Channel 4 said:

“This has been such a brilliant partnership and I’m delighted we’re doing it all again. Babatunde is such a naturally funny comedian, whose wit and charm coupled with the joyous locals, makes it such an entertaining watch. I can’t wait for audiences to enjoy the road trip he gets taken on and ask themselves, ‘Where To Next?’.”

Julie Wakley, Tourism Ireland’s Head of GB said:

“Tourism Ireland is delighted to support the production of this new mini-series, fronted by well-known comedian, writer, actor, and podcaster Babatunde Aléshé.  His road trip will take him from coastlines to city streets highlighting our fantastic scenery, culture, attractions and, most importantly, our local characters.

“The partnership is expected to have 4 million views on social, so it’s a wonderful opportunity to inspire travellers in Great Britain to put the island of Ireland on their holiday wish-list.”

ENDS