Tourism NI Marketing Campaign
The Autumn/Winter campaign launched on 4th October in NI and ROI.
An integral part of Tourism NI’s Recovery Strategy, the campaign once again highlights the many ways people can embrace Northern Ireland’s giant spirit through the creative concept of ‘A Small Step to a Giant Adventure’.
The campaign kicks off with creative treatments focused on Natural Quality Seekers/Open Minded Explorers as, according to consumer sentiment research their propensity to take short breaks in Autumn/Winter is greater. The creative focuses on a couple exploring Northern Ireland, asking for recommendations from the people they meet. The creative showcases the breadth of experiences on offer and the giant spirit of our people.
About our campaign
Our marketing campaign provides an opportunity in our Domestic Market (NI) and, when the time is right, it will also provide an opportunity in the Republic of Ireland (ROI) market to promote the message to consumers to staycation in Northern Ireland, supporting and revitalising our local industry.
Enabling our Accommodation Providers, Visitor Attractions, Experience Providers and those in the wider hospitality sector, to work collaboratively with us and to help amplify our campaign through your own activity, promoting Northern Ireland, Embrace a Giant Spirit to the full extent.
Support for Cities continues through bespoke 30 secs TV edits for Belfast and Derry~Londonderry with digital support.
We’re Good to Go also features as research indicates that both NI and ROI visitors still require reassurance during planning and booking.
From Mid November over 500,000 copies of a cross segment supplement will be distributed throughout NI and ROI, providing lots of inspiration and reasons to book a short break with a focus on seasonal content. This will replicate across digital channels, driving short breaks right up until mid-December.
All the activity is supported by the Call to action – “Book your next giant adventure at discovernorthernireland.com
Working in partnership with the Northern Ireland Hotels Federation, Tourism NI have also launched the NI & ROI Cooperative Marketing Fund to support 75% of industry’s marketing costs.
Segments and themes
Families continue to be a priority focus in both markets for Autumn/Winter. Half term holidays and pent up demand will be key in driving Autumn/Winter short breaks for this segment. The Autumn/Winter creative treatment showcases a family experiencing everything a short break in Northern Ireland has to offer.
The successful interactive platform for Social Instagrammers (NI) and Active Maximisers (ROI) will be live again in both markets, encouraging that segment to create their own Giant Adventure through an interactive platform.
Recent ROI research has identified Indulgent Relaxers as one the most lucrative segment to drive short term tourism growth from ROI. A bespoke creative suite and media plan has been developed to deliver consistent, connected and motivating communications that builds knowledge of what Northern Ireland has to offer and clear and compelling reasons to go for this segment.
ROI segments: Further information on Tourism NI segments Market here.
NI segments: Tourism Northern Ireland have recently conducted a Northern Ireland Domestic Tourism Strategy 2020 review, this is available here.
Central themes: Northern Ireland- Embrace a Giant Spirit.
Civic Pride- Holiday at home. Support Local businesses in NI, Re-connection with family and friends, Outdoors & Coastal. Responsible Tourism.
Comprised of: Experiences, Destination, Accommodation offering, Food and Drink experiences. Call to Action: https://discovernorthernireland.com/
Councils: Tourism Northern Ireland is delighted to be partnering with all of the NI Councils on delivery of the campaign.
NI: Aspiring Families, Natural Quality Seekers, Social Instagrammers
ROI: Families, Open Minded Explorers, Active Maximisers, Indulgent Relaxers
Where your offer appears
If you submit an offer to support our campaign, it will be displayed on our consumer website, discovernorthernireland.com here:
How you can get involved online
Digital ways for you to get involved and join the conversation.
Use both our hashtags to join online conversations across the campaign:
Send your content-
video and imagery to firstname.lastname@example.org
Landscape video content works best, send us your content in the highest resolution possible.
Our experience brand
PR, Media visits and other ways to get involved
Tourism NI’s PR and Media Visits teams host media throughout the year. There are opportunities to provide services as part of these familiarisation (FAM Trips) trips through accommodation, tours, activities, experiences and meals.
This is your opportunity to showcase what you have to offer by providing competitive and, where appropriate, complementary accommodation rates or hospitality for these trips.
If you are interested in working with us on our familiarisation trips, contact: email@example.com
PR- how you can get involved:
- Keep us up to date on any new experiences being offered, or any changes to your experiences - we need to ensure the information we use is current and accurate.
- A calendar of events/activities is welcome.
- Contact us if you have a PR idea or creative for the ROI or NI markets, we would be happy to discuss how we can support you.
- Let us know if you are planning on doing PR / marketing / advertising in ROI or NI so we can help /support or let you know if it can be incorporated into anything we are working on.
- Where possible, our ROI team can offer prizes for media – print and broadcast.
FAM trips, or other ways to get involved:
- Send us information on your product that is consumer focused, easy to read and engaging for journalists and members of the public, so we have quick, easy access to it.
- Offer media rates for FAM trips for ROI and International journalists or FOC when appropriate.
- Assist with Fam Trips / let us know of any new offerings / experiences to visit in your area.
- Provide personalised experiences for journalists that really sell your experience and will ensure they write positive articles.
Tourism Northern Ireland have recently conducted a Northern Ireland Domestic Tourism Strategy review, this can be viewed here.
Further information about the ROI Market including table stakes, lack of product knowledge and propensity to travel is available in the ROI taskforce research.
Download a copy to better understand how to target ROI market segments in your marketing activity. Available here.
This ROI toolkit takes you through a 6 step process to understand and apply the learnings. It includes checklists, worksheets and handy hints to help you to get the most out of it. You can find out more here.