Channel 4 today announced the return of its branded entertainment series in partnership with Tourism Ireland, starring comedians Babatunde Aléshé and Finlay Christie.

The new series, titled Coast to Coast: The Scenic Route, marks the third collaboration between Channel 4 and Tourism Ireland. This latest venture will highlight fresh travel routes across the island of Ireland and includes an interactive component in partnership with Guardian Advertising.

Coast to Coast: The Scenic Route will premiere on Channel 4’s YouTube channel from May 19th and will also be available on TikTok, Instagram, and Facebook starting May 28th.

The campaign extends to the Guardian’s website, reaching 40% of UK travel enthusiasts, with themed travel itineraries focused on wellbeing, activities, and food. Interactive maps will bring the routes explored in the series to life, encouraging viewers to plan their own Irish adventures. Babatunde and Finlay will also feature in audio ads across the Guardian’s podcast network.

Produced by Strong Watch Studios and supported by media agency OMD UK, who handled media planning and buying, this series follows the success of previous Channel 4 and Tourism Ireland projects.

Aléshé said: “I was absolutely thrilled to return to Ireland for this partnership! Such a beautiful country and such kind, joyous people. I love working with the brilliant creatives at Strong Watch and Channel 4 as well – and I’m super proud of this project.”

Finlay Christie said: “Ireland is a land familiar enough to soothe, but rich with its own wild character. It was a gentle adventure. One day I was herding lambs, the next I was floating in a seaweed bath like an ancient Celtic king. There were so many laughs, new experiences and vistas that opened like paintings. It was an absolute dank ting. I had a genuinely wicked time.”

Rupinder Downie, Content Solutions Leader at Channel 4 said:“Following two successful campaigns, partnering with Tourism Ireland to help them showcase the beauty of Irish landmarks and experiences once again has been really exciting.

Our content featuring Babatunde and Finlay, underlines Channel 4’s ability to go above and beyond when collaborating with brands, playing to our credentials in comedy and entertaining our viewers with engaging longer-form content.

It’s all part of Channel 4’s ability to deliver the best sales and service in the market.”

Judith Cassidy, Tourism Ireland’s Acting Head of Great Britain, said: “Our new campaign with Channel 4 and The Guardian will reach almost 15 million potential British holidaymakers, inspiring them to come and explore two of our iconic coastal routes, the Causeway Coastal Route and the Wild Atlantic Way. With the help of two popular British comedians – Babatunde Aléshé and Finlay Christie – the campaign will bring to life the wonderful experiences on offer along both routes.”