Tourism NI Marketing Campaign

• Active Maximisers make up 33% of the Republic of Ireland market. They are the largest segment by volume and they take the highest number of breaks to Northern Ireland per annum.
• They’re the youngest segment but a significant proportion of them will have young children.
• They love a packed itinerary. They’re looking for a great destination and will plan around that. They want energetic experiences and unpredictability.
• They’re seeking night life and buzz - but also romantic destinations.
• Active Maximisers are very active on social media and love to share epic experiences on their own channels.

Demographics:
The majority of Active Maximisers are aged between 25-34 (28%) and 35-44 (26%). Their estimated spend is £871.

• Open Minded Explorers make up 15% of the Republic of Ireland market. They’re the second largest segment by volume and have medium to high intentions to visit Northern Ireland.
• They are interested in the natural environment and scenic attractions. They are motivated by culture and are seeking unique experiences.
• Good food is very important and highly motivating for Open Minded Explorers and they also want high quality accommodation.
• They’re an older segment and are concerned about their personal safety and health.
• Value for Money is very important for Open Minded Explorers.

Demographics:
Open Minded Explorers are older with an average age of 45-54. They’re more likely to be female, ABC1, with older kids. Their estimated spend is £925.

• Indulgent Relaxers make up 11% of the Republic of Ireland market. They are relatively high spending with high intention to visit in the short term.
• They are the segment most likely to take a romantic break as their next break. Indulgent Relaxers are motivated by the opportunity to spend time with family or friends on short breaks.
• They prefer to stay in large comfortable hotels. They love to indulge themselves when on a short break.
• They really enjoy good food and music and are often interested in shopping opportunities while on a short break.

Demographics:

Indulgent Relaxers are 35-54 on average. They are relatively high spending with high intention to visit in the short-term. They are more likely to be female with children. Their estimated spend is £1013.

• Aspiring Families are the biggest segment in the domestic market. Comprising 30% of the Northern Ireland market, they are twice as big in volume terms as both the Natural Quality Seekers and the Social Instagrammers.
• They have a very strong family focus. Activities are very important including activities to suit children specifically as well as the whole family.
• They love to plan and do a lot of research.
• They are price sensitive and are seeking good value at every turn. They consider themselves bargain hunters but are not afraid to pay for quality if they think it’s worth it.

Demographics:

Aspiring Families are most likely to be aged 35-44 and have younger children aged under 16. They have an even social class split. Their estimated spend is £1,360.

• Natural Quality Seekers make up 15% of the Northern Ireland market. With an average age of 55, short breaks are a very important part of their lives.
• The quality of accommodation is a very important consideration for Natural Quality Seekers.
• They love to plan and like to have clear itineraries.
• They are nature lovers and enjoy the outdoors, but their preference is for gentle activities. Sustainability is important for this segment.

Demographics:

Natural Quality Seekers are older, with an Average Age of 55. They are more likely to be male, ABC1, with older kids. Their estimated spend is £1,238.

• Social Instagrammers make up 15% of the domestic market.
• They see short breaks as an important part of life and seek to broaden their minds. They are buzz and atmosphere seekers, that desire great pubs and nightlife.
• They are more likely to use AirBnB and are more keen to get a good deal and engage in activities and less worried about finding great accommodation. However connectivity is very important and access to wifi/4G.

Demographics:

Social Instagrammers are the youngest segment with 29% aged 18-24yrs and 26% aged25-34yrs. They are the least likely segment to have children and more likely to be female. Their estimated spend is £1,006.

Our digital plans include a focus on specific destinations on some of our channels at different times during the campaign.

Aligning your marketing activity with ours will help to maximise Northern Ireland’s share of voice in the domestic and Republic of Ireland markets. If you’re planning activity across your own channels, please use the timings below to plan your content and offers:

• Belfast - w/c 28th July
• Armagh & Down - w/c 4th August
• Fermanagh & Tyrone - w/c 18th August
• Causeway Coastal Route - w/c 11th August
• Derry~Londonderry - w/c 25th August

We’ve curated a suite of Campaign Photography, Video and Social Media assets that you can use on your own channels and in support of your marketing activity.

Social Media plays a big role in helping visitors discover new places, plan and share their Giant Adventures. We have created a suite of free, downloadable campaign social posts, frames, banners and more, that you can use on Facebook, Instagram and X.

And don’t forget to download the Northern Ireland Embrace a Giant Spirit brand mark for use across your marketing channels.

A selection of photography, video and social media assets can be downloaded from our Content Pool. Visit Northern Ireland‘s Content Pool and once registered, you can access a wide range of supporting materials. Once logged on click ‘Featured Collections’ in the top right to access the Summer assets collection.

We have worked in close partnership with stakeholders including the Local Councils to create a 12 month thematic Content Calendar which details the types of content that we will be publishing on our social media channels and website outside of our campaign activity.

Download our Content Calendar now and create engaging content on your own channels aligned to these themes that we can curate and share.

A key driver of our success in recent years has been how we have worked together in close partnership to maximise our presence in the marketplace.

It is more important than ever that we continue to collaborate under the Embrace a Giant Spirit brand framework and that we align our messaging and media buying when possible.

Quite simply, when we work together, our activity is much more impactful.

Download the Awakening our Giant Spirit Brand Book and find out more about unlocking Northern Ireland's Giant Spirit.

The Discover Northern Ireland website is a trusted source of inspiration, information and support for visitors to Northern Ireland. 4 million visitors used our website last year to plan or book their short break.

It’s packed with practical advice, insider tips, guides, itineraries, and entertaining and informative blog posts to give visitors a flavour of what to expect on their next Giant Adventure in Northern Ireland.

Create your free Business Listing

If you’re a certified accommodation provider, a visitor attraction or an experience, a listing on the Discover Northern Ireland website is a great way to showcase your business to thousands of people each day. To create your free listing:

1. Visit TourismNI.com
2. Create an account by following the Sign Up link.
3. Follow the steps to create your listing.

The best-performing listings are 300-350 words. Photography is a great way to bring your listing to life. Include your address, telephone numbers, URLs, prices, and any other information that you think is important for visitors.