FarmIreland.ie, the agri news website that is owned by Independent News & Media (INM) is to sponsor TV’s new farming programme, Rare Breed.
Rare Breed provides an in-depth look into the successes and struggles of farming life in Ireland throughout the calendar year. Each episode captures the highs and lows of each calendar month of the year and features a variety of full and part-time farmers from all across Ireland.
The multi-platform sponsorship deal was brokered by Livewire Ireland and will include broadcast sponsorship, as well as ownership of all digital elements. The sponsorship will run from February 28th 2017 to the final episode on June 6th 2017.
FarmIreland.ie was launched in late October 2016, to provide real-time daily news for the Irish farming community. In its first three months, FarmIreland.ie gained almost two million users, with 6.3 million impressions and nearly 4,000 app downloads. Data shows that 82% of those are accessing the content on handheld devices.
According to Geoff Lyons, Commercial Director, INM: “Rare Breed is a perfect sponsorship for FarmIreland.ie as they share the same audience; Ireland’s farming community who are seeking quality content and information on farming life, and the ups and downs that go with it. The website and app of FarmIreland.ie were launched in direct response to an appetite from our readers for quality content, reflecting real life, and the real business of farming. To date, it has seen hugely positive engagement from users, with year-on-year growth of 717%. We are constantly monitoring and adapting our content to fulfil the needs and wants of our audience. From a marketing perspective, we are able to give our sponsors category exclusivity allowing brands to strategically engage with their key audience.”
“TV3 is delighted to partner with Farm Ireland on Rare Breed. There are a number of natural synergies with this established quality Irish programme and farmireland.ie. Both give viewers a fascinating and trusted insight into modern farming life,” adds Sharon Ledwidge, brand partnerships manager with Virgin Media Solutions.