Market Insights.
TourismNI’sResearchandInsightsTeamarereportingthat travelintentions appeartobedownforNorthernIrelandtripswhencomparedtothistimelast year.
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AsofteningindemandisevidentfromtheNorthernIrelandandRepublicof Irelandmarkets.
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However,thisreducedappetitefortravelispresentacrosstheboard,withshort breakintentionsfortheRepublicofIreland,GBandabroadalsoreducingfor consumersinbothmarkets.
Withreducednumbersinbothmarketsplanningtotakeatripabroadinthenext sixmonths,theremaybemoreappetiteforshortertripsclosertohomelaterin theyear
Reductionintravelintentionsispotentiallylinkedtotheimpactofcost-of-living increasesandareductioninthepent-updemandthatfollowedCovid.
Overall,consumersinbothmarketscontinuetorateNorthernIrelandasabetter valueformoneytourismdestinationthantheRepublicofIrelandandGB.
NorthernIrelandiswidelyperceivedasofferinggoodValueforMoneyacrossthe tourismoffer,particularlyformeals,eatingout,accommodationandshopping.
CampaignImplications:
WeplantodialupValueforMoneymessagingthroughoutourCampaign, emphasisingcostandqualityofaccommodationandexperiences.
Wewillretainarelativelyheavyweightpresenceinbothmarketsthroughoutthe Autumn,andreinforceValueforMoneyandurgencymessagingatevery opportunity.
FurtherInformation:
Visittourismni.comanddownloadtheNorthernIrelandDomesticTourism StrategyandtheRepublicofIrelandMarketStrategy.
OpenMindedExplorersmakeup15%oftheRepublicofIrelandmarket.They’re thesecondlargestsegmentbyvolumeandhavemediumtohighintentionsto visitNorthernIreland.
Theyareinterestedinthenaturalenvironmentandscenicattractions.Theyare motivatedbycultureandareseekinguniqueexperiences.
GoodfoodisveryimportantandhighlymotivatingforOpenMindedExplorers andtheyalsowanthighqualityaccommodation.
They’reanoldersegmentandareconcernedabouttheirpersonalsafetyand health.
ValueforMoneyisveryimportantforOpenMindedExplorers.
Demographics:
OpenMindedExplorersareolderwithanaverageageof45-54.They’re morelikelytobefemale,ABC1,witholderkids.
Theirestimatedspendis£925.
IndulgentRelaxersmakeup11%oftheRepublicofIrelandmarket.Theyare relativelyhighspendingwithhighintentiontovisitintheshortterm.
Theyarethesegmentmostlikelytotakearomanticbreakastheirnextbreak. IndulgentRelaxersaremotivatedbytheopportunitytospendtimewithfamily orfriendsonshortbreaks.
Theyprefertostayinlargecomfortablehotels.Theylovetoindulgethemselves whenonashortbreak.
Theyreallyenjoygoodfoodandmusicandareofteninterestedinshopping opportunitieswhileonashortbreak.
Demographics:
IndulgentRelaxersare35-54onaverage.Theyarerelativelyhighspendingwithhigh intentiontovisitintheshort-term.Theyaremorelikelytobefemalewithchildren.
Theirestimatedspendis£1013.
ActiveMaximisersmakeup33%oftheRepublicofIrelandmarket.Theyare thelargestsegmentbyvolumeandtheytakethehighestnumberofbreaks toNorthernIrelandperannum.
They’retheyoungestsegmentbutasignificantproportionofthemwillhave youngchildren.
Theyloveapackeditinerary.They’relookingforagreatdestinationandwill planaroundthat.Theywantenergeticexperiencesandunpredictability.
They’reseekingnightlifeandbuzz-butalsoromanticdestinations.
ActiveMaximisersareveryactiveonsocialmediaandlovetoshareepic experiencesontheirownchannels.
Demographics:
ThemajorityofActiveMaximisersareagedbetween25-34(28%)and35-44(26%). Theirestimatedspendis£871.
NaturalQualitySeekersmakeup15%oftheNorthernIrelandmarket.Withan averageageof55,shortbreaksareaveryimportantpartoftheirlives.
ThequalityofaccommodationisaveryimportantconsiderationforNatural QualitySeekers.
Theylovetoplanandliketohaveclearitineraries.
Theyarenatureloversandenjoytheoutdoors,buttheirpreferenceisforgentle activities.Sustainabilityisimportantforthissegment.
Demographics:
NaturalQualitySeekersareolder,withanAverageAgeof55.Theyaremorelikelytobemale, ABC1,witholderkids.
Theirestimatedspendis£1,238.
AspiringFamiliesarethebiggestsegmentinthedomesticmarket.Comprising 30%oftheNorthernIrelandmarket,theyaretwiceasbiginvolumetermsas boththeNaturalQualitySeekersandtheSocialInstagrammers.
Theyhaveaverystrongfamilyfocus. Activitiesareveryimportant including activitiestosuitchildrenspecificallyaswellasthewholefamily.
Theylovetoplananddoalotofresearch.
Theyarepricesensitiveandareseekinggoodvalueateveryturn.Theyconsider themselvesbargainhuntersbutarenotafraidtopayforqualityiftheythinkit’s worthit.
Demographics:
AspiringFamiliesaremostlikelytobeaged35-44andhaveyoungerchildrenagedunder 16.Theyhaveanevensocialclasssplit.
Theirestimatedspendis£1,360.
TourismNorthernIreland'sAutumnMarketingCampaignwilllaunchinNorthernIreland andtheRepublicofIrelandon19thAugustandrununtil12thNovember.
ThecampaignwillincludeTV,BroadcastVideoOnDemand,Radio,Press,Social&Digital, Email,PRandInfluenceractivitytoencouragevisitorstochooseNorthernIrelandthis Autumn.
Thecampaignwillshowcaseabroadrangeofattractions,experiencesandeventsaswell asideasonwheretostay.ItwillbuildknowledgeofwhatNorthernIrelandhastooffer anddeliverclearandcompellingreasonstobookashortbreak.
Timings:RepublicofIreland
OpenMindedExplorers
19thAugust-12thNovember
Timings:NorthernIreland
NaturalQualitySeekers 19thAugust-12thNovember
IndulgentRelaxers
19thAugust-12thNovember
ActiveMaximisers
7thOctober-27thOctober
AspiringFamilies 7thOctober-27thOctober
Social Media & Digital.
TheAutumnMarketingCampaignwillbeunderpinnedbypaidandorganicactivity acrossFacebook,Instagram,YouTubeandTwitter.
WeareusingGoogleDisplayNetwork(GDN)todrivetraffictotheDiscoverNorthern Irelandwebsite.Searchwilltargetthoseinbothmarketswhoareactivelyinterestedin shortbreaksthisAutumn.
OutsideoftheAutumnCampaign,wewillalsocontinuetotargetthosepriority segmentsinbothmarketsthataren’tthefocusofthisburstofactivity.
WewillhaveagrowingfocusoncuratingandsharingUserGeneratedContentfrom recentvisitorstoNorthernIrelandtoinspirefuturewavesofvisitors.
Wewillusetravelandlifestyleinfluencerstohelpusreachthemarketsegmentsaligned toourcampaignactivity.
Social&DigitalContact: VictoriaMcMurray-v.mcmurray@tourismni.com
PR & Publicity.
OurPRTeamsinBelfastandDublinwillbedeliveringanexpansiveprogrammeofactivity thatiscloselyalignedwithourAutumnMarketingCampaign.
Inaddition,'AlwaysOn'PRactivitywillcontinueinbothmarketsandacrossallsegments withweeklycontentandfeaturesacrossprint,onlineandbroadcast.Keyareasoffocus willincludemediaFAMtrips,IndustryProfilingandactivitythatdrivesawarenessofthe NorthernIrelandExperienceBrand.
Haveaninterestingstoryorgoodnewsaboutyouraccommodationbusiness,visitor attractionorexperience? CanyouhostaMediaFAMtrip?Oroffercompetitionprizesfor placementinNorthernIrelandortheRepublicofIreland?Wewanttohearfromyou!
Mediahavelongerleadintimessomakesuretogetintouchinatimelymanner.
PRContact:(Belfast) ClaireHamilton-c.hamilton@tourismni.com
PRContact:(Dublin)
ClareMcCoy-c.mcoy@tourismni.com
Scheduling your Activity.
Asnormal,ourplansincludeafocusonspecificdestinationsonsomeofourchannelsat differenttimesduringthecampaign.
AligningyourmarketingactivitywithourswillhelptomaximiseNorthernIreland’sshareof voiceinthedomesticandRepublicofIrelandmarkets.Ifyou’replanningactivityacross yourownchannels,pleaseusethetimingsbelowtoplanyourcontentandoffers:
Supporting Content Assets.
We’vecuratedasuiteofCampaignPhotography,VideoandSocialMediaassetsthatyou canuseonyourownchannelsandinsupportofyourmarketingactivity.
SocialMediaplaysabigroleinhelpingvisitorsdiscovernewplaces,planandsharetheir GiantAdventures.Wehavecreatedasuiteoffree,downloadablecampaignsocialposts, frames,bannersandmore,thatyoucanuseonFacebook,InstagramandX.
Anddon’tforgettodownloadtheNorthernIrelandEmbraceaGiantSpiritbrandmark foruseacrossyourmarketingchannels.
Aselectionofphotography,videoandsocialmediaassetscanbedownloadedfromour ContentPool.VisitNorthernIreland‘sContentPoolandonceregistered,youcanaccess awiderangeofsupportingmaterials.
NeedHelp?Contact: SarahHannity-s.hannity@tourismni.com
Use our Content Calendar.
Wehaveworkedinclosepartnership withstakeholdersincludingtheLocal Councilstocreatea12monththematic ContentCalendarwhichdetailsthe typesofcontentthatwewillbe publishingonoursocialmediachannels andwebsiteoutsideofourcampaign activity.
DownloadourContentCalendarnow andcreateengagingcontentonyour ownchannelsalignedtothesethemes thatwecancurateandshare.
Awakening Northern Ireland’s Giant Spirit.
Akeydriverofoursuccessinrecentyears hasbeenhowwehaveworkedtogetherin closepartnershiptomaximiseourpresence inthemarketplace.
Itismoreimportantthaneverthatwe continuetocollaborateundertheEmbracea GiantSpiritbrandframeworkandthatwe alignourmessagingandmediabuyingwhen possible.
Quitesimply,whenweworktogether,our activityismuchmoreimpactful.
DownloadtheAwakeningourGiantSpirit BrandBookandfindoutmoreabout unlockingNorthernIreland'sGiantSpirit.
Reminder. Makesurethatyouhave aregisteredontourismni.com endsubscribedtoourindustry amailtobethefirsttohear boutupcomingTourism EnterpriseDevelopment(TED) events.
Discover Northern Ireland.
TheDiscoverNorthernIrelandwebsiteisatrustedsourceofinspiration,information andsupportforvisitorstoNorthernIreland.4millionvisitorsusedourwebsitelast yeartoplanorbooktheirshortbreak.
It’spackedwithpracticaladvice,insidertips,guides,itineraries,andentertaining andinformativeblogpoststogivevisitorsaflavourofwhattoexpectontheirnext GiantAdventureinNorthernIreland.
Ifyou’reacertifiedaccommodationprovider,avisitorattractionoranexperience,a listingontheDiscoverNorthernIrelandwebsiteisagreatwaytoshowcaseyour businesstothousandsofpeopleeachday.Tocreateyourfreelisting:
1.VisitTourismNI.com.
2.CreateanaccountbyfollowingtheSignUplink.
3.Followthestepstocreateyourlisting.
Thebest-performinglistingsare300-350words.Photographyisagreatwayto bringyourlistingtolife.Includeyouraddress,telephonenumbers,URLs,prices, andanyotherinformationthatyouthinkisimportantforvisitors.
NeedHelp?Contact: BernieHaughian-b.haughian@tourismni.com
TourismNI’spartnershipwithTXGBcanhelpyouto becomebookableonlineforthefirsttimeoraccess additionalroutestomarket.
RegisterforfreetomakeyourlistingontheDiscover NorthernIrelandwebsitebookable.You’llpaya2.5% BookingFeetoTXGB,butTourismNIdon’tcharge anycommissionforsalesthroughDiscoverNI.
ContactKevinFordeforfurtherinformationk.forde@tourismni.com
Top 5 things to do today.
1.
CreateorupdateyourBusinessListingontheDiscoverNorthernIreland website.
2.
RegisterwithTXGBandmakeyourBusinessListingontheDiscoverNorthern Irelandwebsitebookableat0%commission.
3. DownloadanduseourCampaignPhotography,SocialMediaAssetsand EmbraceaGiantSpirtbrandbook.
4. Don’tforgettotagusoruse#MyGiantAdventurewhenpostingonsocial mediasowecanamplifyyourcontentthroughourchannels.
5. Registerontourismni.comandsubscribetoourindustrynewslettertohear aboutupcomingTEDeventsandopportunitiesforsupport.
