Channel 4 and Strong Watch Studios deliver digital-first Ireland travelogue

Strong Watch Studios has teamed up with Channel 4 Sales’ social branded ents division on a three-part social series dedicated to celebrating Ireland. The production is Channel 4 Sales’ second collaboration with client Tourism Ireland.

After Stand Up Road Trip, a series launched in 2023 featuring comedians Suzi Ruffell and Seán Burke, the new series Where To Next? Is available across Channel 4’s streaming, YouTube, Facebook, TikTok and Instagram pages.

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 comedian Babatunde Aléshé travelling across Ireland, chatting to local people. His travels will cover famed sights around the Causeway Coastal Route and 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 YouTube. These will also be 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.

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 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.”

Julie Wakley, Tourism Ireland’s head of GB said: “Tourism Ireland is delighted to support the production of this new mini-series, fronted by Babatunde Aléshé. The partnership is expected to have 4m 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.”