RT has today (Wednesday, 15 December 2021) announced that Failte Ireland is the new sponsor of RTE Weather. The three-year sponsorship is part of F ilte Ireland's Keep Discovering campaign and will commence on January 1st 2022.
Domestic tourism is the foundation stone of Ireland's tourism sector and it will be critical to its recovery. F ilte Ireland's strategic sponsorship of RT Weather will enable our central message of holidaying at home to reach hundreds of thousands of viewers every week. - Paul Kelly CEO F ilte Ireland.
Pre and post roll sponsorship stings will feature around all TV, online and social forecasts including sponsorship of the RTE Weather & Climate podcast - with over 100 weather forecasts per week. Since January of this year, RT weather bulletins following the main news programmes on RT One and RT One +1 have reached 84% of all viewers, equivalent to over 3.7 million people having seen the RT weather forecast at least once since January
Geraldine O'Leary, Commercial Director, RT welcomed the sponsorship: We are thrilled that F ilte Ireland will sponsor Weather on RT television and online from January 2022. This is an exciting new partnership and we love how Failt Ireland have embraced the opportunity and worked closely with us to ensure that the sponsorship will resonate with the RT audience, while highlighting the opportunities that abound to explore, experience and keep discovering our beautiful country.
Announcing the sponsorship CEO of F ilte Ireland Paul Kelly said: Our research shows Irish people enjoy taking long and short breaks at home all year round while international visitors tend to travel predominantly during the summer season. With international travel not expected to return to pre-Covid levels until at least 2025 our investment in the sponsorship of RT Weather will allow us to maximise the opportunity that domestic tourism offers as we focus on accelerating the recovery of our tourism industry. Domestic tourism generated 2.5billion for the Irish economy in 2019 and represented one-third of all tourism revenue. Due to the enormous weekly viewership of RT Weather, we expect our strategic sponsorship to significantly help boost domestic tourism year-round and drive revenue for businesses while sustaining and creating thousands of jobs in a sector that has been devastated by Covid19. Our message will be watched daily in hundreds of thousands of living rooms across the country and will inspire people to Keep Discovering' Ireland's huge range of incredible destinations and experiences. It will encourage more people to choose a domestic holiday and in doing so support local businesses, local jobs and communities throughout the country.
Niall Tracey, Director of Marketing F ilte Ireland adds: F ilte Ireland's investment in RT Weather will be central to the execution of our domestic marketing strategy. Our objective is to inspire more people to explore more areas of the country and experience the joy and simplicity of discovery with constant and compelling reminders of the wonder a home holiday can bring. Through word class creative the weather sponsorship provides a powerful platform to constantly promote motivating reasons to travel to specific destinations, counties and events at specific times of the year.
Dave Bruen - Managing Partner, Mindshare said: Mindshare is delighted to have secured the RT Weather sponsorship on behalf of Failte Ireland. This is the most prestigious sponsorship in Irish media and we look forward to working with both Failte Ireland and RT in placing it at the heart of our communications strategy over the next number of years.
Ruth Kennedy, RT TV Sponsorship Lead said: RT Weather is the largest broadcast sponsorship in Ireland, so it is with great excitement that after 15 years, we are announcing a brand new sponsor. We are delighted to be partnering with F ilte Ireland and Mindshare and look forward to launching their activation on January 1st.
Notes:
F ilte Ireland will commence its sponsorship of RT Weather from January 1st 2022 for a three-year period.
Since January of this year, the weather bulletins following our main news programmes (One O'Clock News, Six One News and Nine O'Clock News) on RT One and RT One +1 have reached 84% of all viewers. That's equivalent to over 3.7 Million people having seen the weather forecast at least once since January. The average daily audience for the weather bulletins after the Six One News and Nine O'Clock news is 400,000 Individuals. (Source: TAM Ireland / Nielsen. Individuals 4+. Consolidated.
Reach is based on 1 minute Total Reach over the period 1st Jan - 30th Nov 2021 for evening news bulletins)
F ilte Ireland sponsorship includes:
Pre and post roll sponsorship stings appearing around all TV, online and social forecasts including sponsorship of the RTE Weather & Climate podcast - with over 100 weather forecasts per week
On RT Television there will be 10 seconds long sponsorship stings, in and out of the Early Morning bulletin, 1pm bulletin, 4pm bulletin, 5pm bulletin , 6pm bulletin, 9pm bulletin, Farming Weather bulletin and the Late Weather bulletin
On social media, there will be sponsorship logos on the RT Weather early morning and afternoon social media forecasts on Twitter, Facebook and Instagram.
RT Climate and Weather Podcast will feature pre and post roll audio stings
On the RT Player 10 second sponsorship stings will feature before all weather conten
Sponsorship of RTE.ie/weather site
On the RT News channel there will be sponsorship stings before all weather forecast updates
In the RT Guide, a monthly print advertisement placement.
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RT has today (Wednesday, 15 December 2021) announced that Failte Ireland is the new sponsor of RTE Weather. The three-year sponsorship is part of F ilte Ireland's Keep Discovering campaign and will commence on January 1st 2022.
