Irish craft producers will be showcased before millions of viewers in the US watching shopping channel QVC on St Patrick's Day.
'Made in Ireland' is an annual event for the e-commerce shopping platform and will this year air live from Slane Castle, beginning at midnight US eastern standard time on Thursday on the channel, QVC.com and the QVC apps.
The event is a collaboration between Enterprise Ireland and Tourism Ireland that is designed to platform not only Irish craft retailers but also Ireland as a tourist destination. Following the success of programming last year, 'Made in Ireland' has been extended to 24 hours for the first time in 11 years.
Some of Ireland's most prolific traditional brands, including Killarney Crystal, Charles Gallen Irish Linen, and Fadó, will be among the companies platformed during the broadcast.
QVC also hosted livestream events on its website and Facebook page from Bunratty Castle and Folk Park this month ahead of the St Patrick's Day show, which QVC US SVP for content and broadcast production Sue Schick said viewers "absolutely loved".
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"For 33 years we have celebrated St. Patrick’s Day on QVC and this year we’re so excited to present the 24-hour live event across multiple platforms from Slane Castle in Co Meath," Schick said.
"As a world leader in video commerce, we are constantly developing fresh programming with exciting products to delight our passionate community of engaged customers, and these ‘Made in Ireland’ broadcasts are a wonderful addition to our lineup."
She added: "The QVC customer always looks forward to hearing the storied history behind the Irish artisans, and we are thrilled to bring these products to them live from the beautiful countryside of Ireland, in collaboration with Enterprise Ireland and Tourism Ireland.”
Tánaiste and Minister for Enterprise, Trade and Employment Leo Varadkar said 'Made in Ireland' was an "incredible opportunity" for Irish designers and creators, giving them "the chance to showcase the quality and uniqueness of their products to a huge audience."
"As well as raising the profile and increasing the sales of those businesses featured, it’s also a great opportunity to promote Ireland as a tourist destination and reinforce our reputation for exceptional craftsmanship."
Leo Clancy, CEO of Enterprise Ireland, and Niall Gibbons, CEO of Tourism Ireland, both expressed their delight at the broadcast, with Clancy talking of "a long-standing relationship between Enterprise Ireland and QVC that presents a key opportunity for the Irish craft industry to showcase their work to millions of customers."
Gibbons added: "As well as showcasing high-quality Irish craftmanship, this important opportunity will also bring the iconic and historic Slane Castle to millions of homes around the world.
"This annual broadcast is of particular significance in the context of tourism this year, as it offers a chance to showcase Ireland’s Ancient East and the broader destination to potential visitors as leisure travel returns.
"St. Patrick’s Day is the highlight of the early vacation season and what a year 2022 is going to be. We have fabulous new attractions including the Game of Thrones Studio Tour at Linen Mill Studios in Banbridge, just a short drive from Belfast, the newly designated UNESCO City of Music; and we are also celebrating the 100th anniversary of James Joyce’s revered masterpiece Ulysses, one of the world’s most iconic works of literature."
