Carat has luck of the Irish with Bestival experience

Agency Carat is working on behalf of Tourism Ireland to create an authentic Irish experience for festival-goers heading to this year's Bestival on the Isle of Wight.

Tourism Ireland's Shenanigans experience created by Carat
Tourism Ireland's Shenanigans experience created by Carat

Forming part of a wider media campaign, the Shenanigans theatre experience will give individuals a taste of Ireland set within a mini Irish wonderland. Actors will be playing ‘Shenanigan Airways flight attendants interacting with visitors and helping them to secure their landing into Dublin.

During the four-day music festival, which began yesterday (5 September) and runs until 8 September, Bestival attendees will also be able to participate in a rugby match, practice their Irish accents before going on stage at Belfast’s Metropolitan Arts Centre, finishing up with an Irish shindig.

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."

Sarah Rogers, advertising and consumer engagement manager at Tourism Ireland, added: ‘’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 city break, 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."

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