Industry Toolkit for Fermanagh Businesses
We have created a toolkit designed for Fermanagh Tourism Businesses how to access brand assets, the application of the brand and how to request the Ireland’s Hidden Heartlands logo.
Ireland’s Hidden Heartlands
A licensing agreement between Tourism Northern Ireland and Fáilte Ireland means eligible Co. Fermanagh tourism businesses can now use the Ireland’s Hidden Heartlands brand.
Owned by Fáilte Ireland, the Ireland’s Hidden Heartlands brand promotes Ireland’s central, more rural heartland, popular with visitors seeking natural beauty, waterways and calm adventure to explore and unwind.
Ireland's Hidden Heartlands Brand represents a new opportunity for tourism businesses in Co. Fermanagh to connect with visitors and provides a strong promotional platform on the global stage.
What are the benefits of Ireland’s Hidden Heartlands brand being licensed to Tourism Northern Ireland?
- The agreement will bring additional promotional and business opportunities for the County Fermanagh Tourism Industry.
- Joining the Ireland’s Hidden Heartlands brand gives local tourism businesses a strong promotional platform to showcase themselves internationally.
- Presenting the region as a connected and enriched visitor experience will attract more visitors to the area and increase the economic benefits of tourism.
- The agreement builds on the strong cross-border collaboration which exists between tourism businesses and public bodies in Co Fermanagh and their Ireland’s Hidden Heartlands counterparts.
How can I access and use the Irelands Hidden Heartland brand assets?
Tourism NI have created a toolkit for Co. Fermanagh Tourism Businesses, which includes how to access brand assets, how to apply the brand, and how to request the Ireland’s Hidden Heartlands logo.
How to request the Ireland’s Hidden Heartland logo
All requests from Co. Fermanagh businesses to use the logo must be made through Tourism Northern Ireland.
To be eligible to use the brand all businesses must meet the following criteria:
- Their business must operate in Co. Fermanagh
- The business request to use the brand must be approved by Tourism Northern Ireland
- The business must have a business listing on discovernorthernireland.com
- The business must have read and agreed to the Individual User Agreement.
- The business must adhere to the logo usage guidelines in the Ireland’s Hidden Heartlands Brand Toolkit
Request the Ireland’s Hidden Heartlands logo
Please accept the terms and conditions and the individual user agreement and fill out this simple form. Once the request has been approved, logos will be shared via the Tourism NI Content Pool’s admin site.
Submit your requestMarketing Campaign
Tourism NI's marketing campaign showcases County Fermanagh as a destination “where giant adventures flow” and communicates to potential visitors that the county is now part of Ireland's Hidden Heartlands. The campaign went live on Monday 16th February.
It provides inspiration for visitors by highlighting the stunning lakes, ancient waterways, quality accommodation, and the giant tastes that await them.
It is accompanied by a strong call to action to encourage visitors to book a short break in County Fermanagh. The campaign is underpinned by a series of offers recruited from the County Fermanagh tourism industry.
Across Ireland, we will deliver almost 27 million opportunities to see or hear the activity and reach 58% of all adults across the Island of Ireland.
Campaign Assets
There are a wide range of assets available to use in the promotion of this campaign. All campaign content can be accessed from Northern Ireland's Content Pool.
Segment Focus
Republic of Ireland
Active Maximizers:
- 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.
Indulgent Relaxers:
- 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.
Northern Ireland
Aspiring Families:
- 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 more price sensitive than ever before but are still looking for fun experiences close to home that the whole family will enjoy, including quality food and drink and comfortable, affordable accommodation.
Social Instagrammers:
- Social Instagrammers make up 15% of the domestic market.
- They like to think they have their 'finger on the pulse' and are able to uncover and enjoy what's new, different, worth talking about, often in social media.
- 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.
Campaign Reach
Media Plan
Republic of Ireland
Across Ireland, we will deliver almost 27 million ad impacts and reach 58% of the All-Island population.
Campaign launches across Ireland on Monday, 16th, running for 6 weeks until the end of March.
30sec bespoke Fermanagh TV edit airing on the leading channels RTE 1 and 2 and Virgin 1,2,3 and 4. TV campaign will reach 54%, 2.1 Million Adults in ROI. To amplify our TV reach, we have 500,000 BVOD impressions in top trending and food and lifestyle content on RTE player, VM player and C4 Streaming
Radio will increase the frequency of the message. Our on-air activity on Radio Nova, Sunshine, Highland, Ocean, and LMFM will be complemented by a radio competition in the PJ & Jim Breakfast show on Nova.
Finally, we have a suite of inspirational full-page press adverts (Irish Daily Mail and Sunday Time Culture Magazine) featuring things to do and see in Fermanagh, along with a selection of offers to drive bookings.
Digital/Social: A high impact paid social campaign will be running across Facebook & Instagram from 16th Feb - 31st March. Targeting all segments in the ROI Market (est 13.7 million impressions). Retargeting engaged users and website visitors with offers.
Northern Ireland
In NI, we are showcasing the 30sec TV edit on the leading stations UTV and Channel 4 and our 6 week campaign will reach 54% of all Adults.
ITVX and C4 streaming will capture our Aspiring Families tuning into their favourite reality shows and dramas.
On radio we are targeting our Natural Quality Seekers using Downtown, Downtown Country, Greatest Hits Radio and U105.
Digital/Social:
(As per ROI market) A high-impact paid social campaign will be running across Facebook & Instagram from 16th Feb -31st March. Targeting all segments in the NI Market (est 3.3 million impressions). Retargeting engaged users and website visitors with offers.
Influencer Activity
- Greg O’Shea and his wife are visiting Fermanagh 13-16 March
- The reel and stories will be shared by Greg (790K reach) in collaboration with Discover NI (107K), giving a combined potential reach of over 900K.
- This itinerary will showcase Ireland’s Hidden Heartlands and support local industry, including the Enniskillen Taste Experience, Belleek Pottery, The Marble Arch Caves, Finn Lough Resort and many more key tourism providers in the Fermanagh area.
ROI Public Relations
- Fermanagh Campaign supported through ROI PR 'Always On' Content
- Included in Irish Times Native Content in March
- RTE Today Show TV segment will include promotion of Fermanagh & IHH in March (subject to producer approval)
- Inclusion in the Irish Examiner / Irish Times joint Spring Staycation special
Email and Social Content
The Fermanagh Marketing Campaign will be underpinned by paid and organic activity across Facebook & Instagram, with a combined organic audience of over 300k.
We have a growing focus on curating and sharing user-generated content from recent visitors to Fermanagh to inspire future waves of visitors.
33,000 emails will be issued across NI and ROI to support the Campaign.
How to get involved
- Create or update your listing on the Discover Northern Ireland Website
- Apply to use the brand via the simple form above.
- Use the Toolkit and creative template and consider how this opportunity aligns with your business.
- Download our industry templates from our content pool.
