In the week of St. Patrick’s Day, two of our clients – one food client and one travel client – joined forces across Related’s lifestyle and travel categories to celebrate the rich and versatile Irish cuisine.
Tourism Ireland (the official Irish tourism board) and Bord Bia (Irish Food Board) did so with an event hosted in Copenhagen aimed at food and travel media, influencers and Irish diaspora. The occasion was the launch of the cultural reference book to food in Ireland “An Alphabet of Aniar: Notes for a New Irish Cuisine”, written by Irish Michelin-star chef JP McMahon, who runs the acclaimed restaurant Aniar in Galway.
Irish food culture is an integral part of what Ireland offers as a travel destination, and food tourism is generally on the rise among Nordic travelers. Therefore, the event was a perfect opportunity to display and activate some of the many synergy effects that exist between Related’s lifestyle and tourism categories.
The event guests were given an exquisite taste of what Ireland has to offer – from tender lamb and fresh oysters to flavorful grass fed beef – prepared especially as a tribute to the abundance of beautiful ingredients on the West Coast of Ireland.
Combined, the guests’ organic SoMe posts and stories from the event had a potential reach of 306,000, and the news about the book was covered in both B2B and B2C media such as Berlingske, Mandekogebogen, Fødevarefokus and others.
Most importantly, the event was a great opportunity to strengthen the relationship between key food and travel media profiles and our two clients. It also was a great arena to drive home some of the key messaging about Ireland as a tourism destination and food hub.
Image credit: Mads Eneqvist @madseneqvist
