Actor Liam Neeson has taken up a new role promoting Northern Ireland as a tourist destination – becoming the voice of a new advertising campaign.

Neeson, born in County Antrim, has starred in a string of blockbuster movies including Star Wars, Taken, Schindler’s List, Batman Begins and most recently the Lego Movie.

The Hollywood star’s voice champions the people of Northern Ireland, portraying their pride in the place they come from, and urges viewers to “discover the real deal” on short breaks.

"I’ve always maintained that Northern Ireland is the world’s best kept secret, both in the character of its people and its scenery,” said Neeson. “I’m delighted to be part of this exciting campaign to promote the treasures of my homeland.”

Other famous faces also star in the campaign, including Derry-Londonderry actress and singer Bronagh Gallagher who is filmed with Hothouse Flowers’ lead singer Liam Ó Maonlaí. The TV ad also features a mix of local characters and tour guides in some of Northern Ireland’s favourite destinations.

"Securing Liam Neeson to do the voiceover for our latest TV campaign is a huge coup and a significant vote of confidence in our tourism industry,” said Alan Clarke, chief executive of the Northern Ireland Tourism Board.

"This marks the first step of a brand new direction for NITB, which will focus on the friendliness of our people and their ability to make a place memorable."

The advertising campaign will run from now until the end of March across a range of media including TV, radio, outdoor, press and online advertising.

To see the video click here.