NITB Marketing Campaigns

Activity Tourism Forum28th October 2009

Creating a sense of place for Northern Ireland

Destination Northern Ireland:Not thought about enough, not chosen enough

Key Challenge:Identify and overcome the barriers

Key Barriers – NI & ROI

• Perceived lack of things to see & do• Seen it all before• No different to ROI• Safety & Security

Market size / importance

• NI – 62% of all holiday visits in 2008• ROI – 155k holiday visitors 2008

increase of up 26 %• Total ROI visitor spend - £50m

• ROI market potential huge – 4.4m home holidays in 2008

Core Segments – NI & ROI

• Young couples • Families

• Empty Nesters

Overcoming the Barriers• New NI Brand• Uncover stories

• Experience our awakening• Hidden Gems / Icons• Regional focus• Product focus

The Outcome

Northern Ireland Explore More• A unique destination

• Untapped, unwrapped with a lot to see & do in a concentrated area

• Safe place to be – familiar but adventurous

Summer / Autumn Campaigns ‘09

• Summer Campaign – Targets ROI & International Visitors• Autumn Campaign – Targets

NI & ROI visitors

New TV Adverts

• Targeted at 3 audiences • Regional / Product focused• Fresh / Vibrant & Confident• Adapts well to online market• Flexible creative approach

Young Couples Advert

Families Advert

Campaign Website

Product hotspots for more info and links online

Radio – Activity Focus

Outdoor – Activity Focus

Summer 96 Sheet

Outdoor – Activity Focus

Autumn 96 Sheet

Press – Activity Focus

Autumn PressSummer Press

Press Inserts – Activity Focus

Autumn Inserts – NI & ROIBelfast TeleMirrorSunday Times

Online – Activity Focus

Online ads – summer campaign Target – young couples

Evaluation – Summer 09

• 86% of ROI population recalled campaign• 55% though it changed how they felt

about NI•89% said NI ‘worth a visit’

• 63% thought it showed NI as unique & distinctive

• Generated addition 49k visits• Generated £10.6m

• Return on investment £1:£13

PR – NI, ROI, GB & International

Feature articles in association with CAAN & Industry members

Observer – Autumn 09

Moving On

• Partnership approach• Special offers online• Dynamic packaging

• Spring 2010 – CAAN Input

The end!!