Campaign Assets
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.
Tourism NI Autumn Marketing Campaign 2023
Our Autumn Marketing Campaign will drive consumer demand for you by encouraging visitors to Embrace a Giant Spirit in Northern Ireland. To explore what’s on offer, plan a quick getaway, try something new and enjoy memorable experiences.
Recent research from Visit Britain shows that for a significant number of people, the convenience and lower cost of a staycation is attractive compared to travel delays and the cost of travelling abroad.
The Autumn Marketing Campaign will support you by driving short breaks and inspire visitors to see, do and spend more in Northern Ireland this Autumn.
It will build knowledge of what Northern Ireland has to offer and deliver clear and compelling reasons to visit for the priority segments.
The Campaign launches in Northern Ireland and the Republic of Ireland on 2nd October 2023 and runs until 12th November 2023.
Industry Toolkit
This Toolkit will give you all the assets you need to leverage the campaign and help attract more visitors. By using the resources in this toolkit, you can be part of the cross-platform marketing campaign which will reach over 3.7 million adults across Northern Ireland and the Republic of Ireland.
In the toolkit, you’ll find out how to download campaign photography, video and social media assets to amplify the campaign on your own channels. You’ll also find some information about how to create and update impactful and bookable listings on the Discover Northern Ireland website as well as information about the importance of aligning under Northern Ireland - Embrace a Giant Spirit.
Download:
Meet the Segments & Marketing Channels
We’re targeting the Natural Quality Seekers segment in Northern Ireland and the Open Minded Explorers and Indulgent Relaxers in the Republic of Ireland.
The campaign will include TV, Video On Demand, Radio, Press, Social & Digital, Email, PR, Influencer Generated Content and User Generated Content to encourage our segments to choose Northern Ireland this Autumn.
Natural Quality Seekers (Northern Ireland)
- They make up 15% of the market.
- Short breaks are a very important part of their lives.
- They love planning and like to have clear itineraries.
- The quality of accommodation is very important.
- They are nature lovers and enjoy the outdoors.
- But their preference is for gentle activities.
- Sustainability is important for this segment.
Demographics: Older (Average Age - 55)
More likely to be Male, ABC1, with older kids.
Estimated Spend: £1,238
For a deeper dive into the Northern Ireland market, please review our Domestic Tourism Strategy
Marketing Channels
TV
- 230 TVRs ITV and Channel 4.
- 700,000 Impressions on Sky AdSmart.
Broadcast VOD
- 475,000 Impressions across ITVX and ALL4.
Radio
- OTH: 11 Bauer Media Group and U105.
Social Media
- Facebook and Instagram. Various Formats. Reach - 1m+
Display Advertising
- Google Display Network - In Market Targeting.
Video
- YouTube - In Market and Custom Intent Targeting.
Press
- Print and Digital Partnerships - Multiple Publishers.
Open Minded Explorers (Republic of Ireland)
- They make up 15% of the market.
- They're Planners. They do a lot ofresearch about short breaks.
- Value for Money is important.
- They're interested in the natural environment and scenic attractions.
- They love the Outdoors.
- They are motivated by Food, Culture and Unique Experiences.
- The quality of accommodation is important. They love space and comfort.
Demographics: Older(Average Age 45-54)
More likely to be female, ABC1, with older kids. They are concerned about their personal safety and health.
Estimated Spend: £924
Marketing Channels
TV
- 20 TVRs Sky Food Network for 6 weeks.
Broadcast VOD
- 1.4m Impressions across multiple streaming platforms.
Radio
- Weekly Reach of 1.8m across Bauer Media Group and RTE Group.
Social Media
- Facebook and Instagram. Various Formats. Reach - 560,000+
Display Advertising
- Google Display Network - In Market Targeting.
Video
- YouTube - In Market and Custom Intent Targeting.
Press
- Print and Digital Partnerships - Multiple Publishers.
Indulgent Relaxers (Republic of Ireland)
- They make up 11% ofthe market.
- They are the segment most likely to take a ‘romantic’ break as their next break.
- They're 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.
- They’re interested in shopping opportunities while on a short break.
Demographics: Average Age 35-54
Relatively high spending with intention to visit in the short-term.
More likely to be Female, with children.
Estimated Spend: £1013
Marketing Channels
Social Media
- Facebook and Instagram. Various Formats. Reach - 560,000+
Display Advertising
- Google Display Network - In Market Targeting.
Influencer Marketing
- Engaging Influencers to target Indulgent Relaxers segment.
Social, Digital & PR
The Autumn Marketing Campaign will be underpinned by paid and organic activity across Facebook, Instagram, YouTube and Twitter.
We are using Google Display Network (GDN) to drive traffic to the Discover Northern Ireland website. Search will target those in both markets who are actively interested in short breaks this Autumn.
Outside of the Autumn Campaign, we will also continue to target those priority segments in both markets that aren’t the focus of this 6 week burst of activity.
Our PR Teams in Belfast and Dublin will be delivering an expansive programme of activity that is closely aligned with our Autumn Marketing Campaign.
In addition, 'Always On' PR activity will continue in both markets and across all segments with weekly content and features across print, online and broadcast. Key areas of focus will include media FAM trips, Industry Profiling and activity that drives awareness of the Northern Ireland Experience Brand.
The Holiday World Consumer Show in Dublin takes place annually in January and will also be a focus in the New Year.
Have an interesting story or good news about your business? We want to hear about it! Can you host a Media FAM trip? Or offer competition prizes for placement in Northern Ireland or the Republic of Ireland? Send it to digital@tourismni.com
Email Marketing
The campaign will be supported by a programme of email marketing activity targeting 30,000 newsletter subscribers in Northern Ireland and the Republic of Ireland.
This activity will be aligned with our Weekly Destination Rotation with a different destination profiled each week during the campaign.
The contents of our newsletters will be aligned with the passions and interests of our segments and will include accommodation, attractions, experiences, offers and events.
We will link through to our campaign landing pages on the Discover Northern Ireland website and sometimes directly to industry partners’ websites so we can place bookable accommodation and experiences directly in front of visitors.
Influencer Marketing
We will be continuing to work with lifestyle and travel influencers and content creators from Northern Ireland and the Republic of Ireland to further broaden the reach of our campaign beyond our own channels and reach highly engaged audiences.
In particular, we will use influencers to help us reach the Indulgent Relaxer segment in the Republic of Ireland who are seeking luxury accommodation and who see short breaks as an important part of their lives.
Understanding the Destination Rotation
Our campaign will run for 6 weeks, with a different destination focus each week on some channels. If you’re planning promotional activity across your own marketing channels, use the Destination Rotation below to plan your activity and offers:
- Derry/Londonderry - w/c 2nd October
- Fermanagh & Tyrone - w/c 9th October
- Causeway Coastal Route - w/c 16th October
- Armagh & Down - w/c 23rd October
- Mournes & Strangford - w/c 30th October
- Belfast - w/c 7th November
Getting involved
Use our Downloadable Assets
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 Twitter.
And don’t forget to download the Northern Ireland Embrace a Giant Spirit brand mark for use across your marketing channels.
Visit Northern Ireland‘s Content Pool and once registered, navigate across to ‘Featured Collections’ to access a wide range of supporting materials.
Download our Content Calendar
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.
Download our Content Calendar now and create engaging content on your own channels aligned to these themes that we can curate and share.
Download our Awakening our Giant Spirit Brand Book
A key driver of our collective success over the last number of years has been how we have all worked together to achieve maximum impact in the marketplace.
As our marketing budgets come under significant pressures for a variety of reasons, it is more important than ever that we come together under the Embrace a Giant Spirit experience brand and align our messaging, timings and media channels.
Quite simply, when we work like this, we can have much more impact and be much more effective.
Download the Awakening our Giant Spirit Brand Book and find out more about unlocking Northern Ireland's Giant Spirit.
Create a Discover Northern Ireland listing
The Discover Northern Ireland website is the leading source of inspiration and information for visitors to Northern Ireland. In fact, nearly 4 million people used our website last year to plan or book a short break. It’s packed with practical advice, insidertips, guides, maps, and entertaining and informative blog posts to give visitors a flavour of what to expect on their next Giant Adventure.
Create a Free Listing
Whether you’re an accommodation provider, visitor attraction or experience, having a bookable listing on the Discover Northern Ireland website is a greatway to showcase your business to the thousands of people using thewebsite each day.
To Create a Free Listing:
- Visit the Tourism NI Website.
- Create an Account.
- Follow the steps to register your products.
Make your listing impactful
Once you have created a listing for your business, make sure that it is as impactful as possible. The best-performing listings are 300-350words.
Featuring engaging photography is a greatway to bring yourlisting to life. Always include your address, telephone numbers, URLs, price, and any other information you think is important for visitors.
Our partnership with TXGB means that you can also make your business listing bookable. You'll pay a 2.5% Booking Fee to TXGB and 0% commission for bookings through the Discover Northern Ireland website. More details are available here.