Tourism NI Marketing Campaign

In NI the campaign is mainly focused on Natural Quality Seekers. A 3 week burst of activity has been planned to coincide with planning for mid term focused on the Aspiring Families segment.

In ROI the campaign is mainly focused on Open Minded Explorers with a small burst of activity to target Active Maximisers.

Some digital/social activity has also been planned for the ROI Indulgent Relaxers segment as previously research identified this segment with a high propensity to take a short break in Northern Ireland.

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.

The campaign is underpinned by a PR and Content approach that supports the campaign and delivers lots of inspiration on where to find value for money attractions and experiences this Autumn in Northern Ireland.

A cross segment burst of Festive activity designed to drive Festive Short breaks in the run up to Christmas will run in both Markets from the end of October until early December.

This will extend the reach of the Autumn activity and encourage visitors to experience the exciting range of festive experiences and events.

Core to this activity will be a 24pp Festive supplement, with over 500,000 copies distributed across both NI and ROI. This is supported by Digital/Social
activity that will encourage visits to a digital version of the supplement.

We would encourage you to align your marketing activity with the regional rotations where possible.

20 Sep Derry~Londonderry
26 Sep Belfast
3 Oct Mournes and Strangford
10 Oct Armagh and Down
17 Oct CCR
24 Oct Fermanagh and Tyrone

To underpin the Autumn campaign, the last quarter of 2022 will see Tourism NI focus their consumer marketing communications on these 3 overarching themes:

Towns & Cities in October, Short Break Inspiration in November, and Festive Favourites in December.

Demonstrating value for money will underpin all the content activity.

We would encourage you to tell your audiences about the free events, budget friendly experiences, and relevant deals/offers within your area that can be enjoyed as part of a short break.

The Co-operative Marketing Fund is designed to support you to advertise in Northern Ireland and the Republic of Ireland. The Autumn fund is now closed. We hope to support the industry with a further round of funding in Spring.

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 50% from the fund.

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 

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?

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

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 20th September.

The TV commercials will be available on the Discover NI YouTube Page from 20th September : Discover Northern Ireland YouTube

1. Promote the summer campaign

Check out the campaign assets (available from 20th September on the content pool). Share these assets on your marketing channels.

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. Look out for the Festive Supplement

This will be available on discovernothernireland.com from 17th October and distributed via local press from 29th October. Use that to push out relevant content to your marketing channels.

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!