Marketing Campaign Industry Update Summer 2022
Find out more about our Summer 2022 Marketing Campaign and how you can get involved. Download the full summary here.
Tourism NI Marketing Campaign
The summer campaign will launch in NI and ROI on 24th June.
The campaign is focused on Aspiring Families and Social Instagrammers in NI and Active Maximisers in ROI. These segments have been identified though research as those with the highest propensity to take a short break over the summer period.
About our campaign
The campaign is designed to support the industry by driving short breaks and inspire our segments to see, do and spend more on a short break in Northern Ireland.
The campaign builds knowledge of what Northern Ireland has to offer and delivers clear and compelling reasons to visit for these segments.
A new creative treatment for Aspiring Families (NI) launches on TV, radio social and digital channels.
The successful “Choose your giant adventure ”platform for Active Maximisers (ROI) and Social Instagrammers (NI) will be live again, encouraging those segments to create their own Giant Adventure through an interactive platform.
The summer campaign will be supported by a PR and Social content plan extending the reach and impact of the activity.
Looking ahead
To support the industry later in the year, two further bursts of activity are planned for Autumn 2022 and Spring 2023.
The Autumn burst of activity in ROI will focus on Indulgent Relaxers and Open Minded Explorers, the spring activity will focus on Open Minded Explorers and Active Maximisers
In NI, the Autumn and Spring burst of activity will focus on Aspiring Families and Natural Quality Seekers.
A recap on our segments
How to get involved
The Co-Operative Marketing Fund
The Co-operative Marketing Fund is designed to support you to advertise in Northern Ireland and the Republic of Ireland. The summer fund is now open for applications.
Who
Hotels, guesthouses, B&Bs, guest accommodation, self-catering and visitor attractions graded by Tourism NI. Some visitor experiences will also be eligible.
What
Marketing fund that is available to support your own marketing activity across a broad range of media channels.
Cost
You pay for advertising and claim back 60% from the fund.
Complete the application form now at www.nihf.co.uk. The closing date is Friday 24th June.
Becoming bookable on Discover Northern Ireland
With over 3.6 million visits* yearly, ensuring your business is bookable via discovernorthernireland.com is vital in driving visitor revenue. (*Figures based on period Jan 21 – Dec 21).
Tourism Northern Ireland have partnered with the Tourism Exchange or TXGB to make businesses like yours bookable on the Discover Northern Ireland website, reducing the commission that you will pay for online bookings and helping you to convert traffic from DNI to book directly.
More details are available here: TXGB | Grow your sales with the Tourism Exchange GB
Update your listings on discovernorthernireland.com
One of the leading sources of inspiration and information for visitors to Northern Ireland.We would like you to update your listings as soon as possible.
How?
- Visit sign up with Tourism NI
- Create an account
- Register your products
- Manage your listings
Why?
- 3millions unique users
- Your content will be shared with a number of publishers and used across multiple visitor touch points.
What does a good listing look like?
- 300-350 words
- Engaging landscape photography
- Don't forget the basics - address, telephone numbers, URLs, price
1. Please don't copy and paste the content from your website - give us something unique and different.
2. Update your own website - What practical information do visitors require? Is this information visible?
Share your stories with us
You can help us inspire our audiences by sharing information and content with our consumer marketing channels - including PR, Influencer Marketing and Social Media.
Send us your ideas for consideration to digital@tourismni.com
Use our downloadable assets
We’ve curated a handy suite of campaign photography and creative assets that you can use for your own social posts and marketing activity.
These will be available from the content pool when the campaign launches on 24th June.
The TV commercials will be available on the Discover NI YouTube Page from 24 th June : Discover Northern Ireland YouTube
Top 5 things to do now
1. Promote the summer campaign
Check out the campaign assets including the 24pp supplement here. Share these assummersets and the supplement on your marketing channels. (Please note these will be available from 24th June)
2. Update your listing
Update your business listing on Discovernothernireland.com to get your business in front of thousands of people visiting the website each day. Click here to update your listing.
3. Apply for the Co Operative Marketing Fund
Find out more at www.nihf.co.uk
4. Share your stories with us
Have an interesting story or good news about your business? We want to hear about it! Send it to digital@tousirmni.com
5. Use #EmbraceAGiantSpirit on your social posts
Don’t forget to tag us and use #EmbraceAGiantSpirit when posting!