March 31, 2020
Business News

Top US food and lifestyle bloggers get a taste of Wicklow

The many wonders of Wicklow will feature in an innovative new digital campaign targeting American visitors to the Garden County.

Tourism Ireland in the United States is partnering with premier kitchen and home furnishings retailer Williams Sonoma for the campaign, which is called ‘Authentic Ireland’.

As part of the campaign, which is being rolled out in conjunction with Bake from Scratch magazine, five food and lifestyle bloggers have been visiting Wicklow along with a videographer, photographer and team of editors. Their action-packed itinerary saw them visit Powerscourt House & Gardens, where they enjoyed a guided tour of the grounds.

The bloggers – who have a combined audience of around 600,000 followers – have been capturing and sharing content of their time in Wicklow via their social platforms. The content will also be used to produce a special ‘Authentic Ireland’ edition of the popular Bake from Scratch magazine, which has a print circulation of 150,000 and a digital monthly reach of 30 million readers.

The campaign includes a dedicated page on the Williams Sonoma website, whic features ‘Authentic Ireland’ recipes, “to inspire Americans to discover some of our culinary offerings and traditional recipes”.

Williams Sonoma will also offer customers the opportunity to learn how to make ‘Authentic Ireland’ dishes in over 200 stores across the US at an ‘Authentic Ireland’ cookery demo in early March. Williams Sonoma will also host a sweepstakes (competition) on its website, offering one lucky person the chance to win a trip to the island of Ireland.

Alison Metcalfe, Tourism Ireland’s Head of North America and Australia, said: “We are excited about our new collaboration with Williams Sonoma and Bake from Scratch magazine, which promises to be a great way for us to showcase Wicklow and Ireland, and connect with their customers and readers. Working with iconic brands like Williams Sonoma and Bake from Scratch will help us raise awareness of some of the many unique experiences to be enjoyed around the island of Ireland, inspiring American travellers to put a trip to the island of Ireland on their ‘must do’ list for 2020.”

PHOTO: Food and lifestyle bloggers with Molly Wolfe (fifth right) and Orla Carey (second right), both Tourism Ireland; Jenn Yee, Williams Sonoma (third left); Brian Hart Hoffman (fourth left), Sophia Jones (seventh left) and Kevin Masse (right), all Bake from Scratch magazine; photographer Joann Pai (fifth left); and videographer Maya Oren (fourth right), visiting Powerscourt House & Gardens, in Wicklow.

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