AUTUMN2023EDITION
WelcomefromNaomiWaite. 3 ResearchandInsights. 4 MeettheSegments. 5-7 CampaignOverview. 8 MarketingPlans. 9-11 Social,Digital&PRactivity. 12 EmailandInfluencerMarketing. 13 UnderstandingtheDestinationRotation. 14 DownloadableAssets. 15 AwakeningourGiantSpirit. 16 TheDiscoverNorthernIrelandwebsite. 17 Top5thingstodoToday. 18 GetinTouch. 19 2
WelcometoourAutumn2023MarketingCampaignToolkit.
AsoutlinedinourLunch&LearnWebinar,Iamdelightedthatdespitetherising costoflivingandthecostofdoingbusiness,consumerdemandhasheldupwell in2023.
RecentresearchfromVisitBritainshowsthatforasignificantnumberofpeople, theconvenienceandlowercostofastaycationisattractivecomparedtotravel delaysandthecostoftravellingabroad.
OurAutumnMarketingCampaignwilldriveconsumerdemand foryouby encouragingvisitorstoEmbraceaGiantSpiritinNorthernIreland Toexplore what’sonoffer,planaquickgetaway,trysomethingnewandenjoymemorable experiences.
TheCampaignlaunchesinNorthernIrelandandtheRepublicofIrelandon2nd Octoberandrunsuntil12thNovember.
ThisToolkitwillgiveyoualltheassetsyouneedtoleveragethecampaignand helpattractmorevisitors.Byusingtheresourcesinthistoolkit,youcanbepart ofthecross-platformmarketingcampaignwhichwillreachover3 7million adultsacrossNorthernIrelandandtheRepublicofIreland.
Inthetoolkit,you’llfindouthowtodownloadcampaignphotography,video andsocialmediaassetstoamplifythecampaignonyourownchannels You’ll alsofindsomeinformationabouthowtocreateandupdateimpactfuland bookablelistingsontheDiscoverNorthernIrelandwebsiteaswellas informationabouttheimportanceofaligningunderNorthernIrelandEmbraceaGiantSpirit.
It‘s moreimportantthaneverforustocometogetherundertheNorthern IrelandExperienceBrandandalignourmessaging,timingsandmediachoices tocreateimpactandcutthroughinthemarketplace.
Pleasedon’thesitatetogetintouchifthereisfurthersupportwecanprovide. You’llfindcontactdetailsinthetoolkit Wewishyoucontinuedsuccessoverthe AutumnandWinterperiod.
NaomiWaite DirectorofMarketing TourismNI
3 Welcome
Research and Insights.
TourismNI’sResearchandInsightsTeamarereportingincreasedoptimism aroundthecost-of-livingsituationandperceptionsofValueforMoney. We’vesummarisedkeyinsightsandcampaignimplicationsbelow:
NorthernIreland
ThelatestconsumerresearchfromVisitBritainindicatesoptimismrelating tocost-of-living.TravelintentionsremainstrongwiththreequartersofUK adultsplanninganovernightdomestictripinthenext12months
36%saythattheyaremorelikelytochooseatripintheUKthanoverseas becausedomesticholidaysareeasiertoplanandcheaper.
CampaignImplication
We’rediallingupValueforMoneymessagingthroughoutourAutumn campaign,emphasisingcostandqualityofaccommodationand experiences.
RepublicofIreland
RepublicofIrelandtoNorthernIrelandperformanceduring2022wasvery strong Spendwasupbytwothirdscomparedwith2019,withNorthern Irelandseeing1.1movernighttripsbyRepublicofIrelandresidents, breakingtheonemillionfigureforthefirsttime
Earlyindicatorsfor2023arepositive,butaslowdowncomparedto2022is expected,likelydrivenbythecontinuedgrowthinintentionsto holiday abroad.
However,manypeoplehaveruledthisoutastooexpensive,presenting ValueforMoneyopportunitiesforNorthernIreland NorthernIreland’s perceivedValueforMoneyisstrongandratedmorepositivelythanthe RepublicofIrelandandGB.
CampaignImplication
RetainasstrongapresenceintheRepublicofIrelandaswecanwithinour budgetconstraintsanddialupValueforMoneyandurgencymessagingat everyopportunity
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Meet the Segments.
Natural Quality Seekers. (Northern Ireland)
-Theymakeup15%ofthemarket.
-Shortbreaksareaveryimportantpartoftheirlives.
-Theyloveplanningandliketohaveclearitineraries.
-Thequalityofaccommodationisveryimportant.
-Theyarenatureloversandenjoytheoutdoors
-Buttheirpreferenceisforgentleactivities.
-Sustainabilityisimportantforthissegment
Demographics:Older(AverageAge-55)
MorelikelytobeMale,ABC1,witholderkids.
EstimatedSpend:£1,238
ForadeeperdiveintotheNorthernIrelandmarket,pleasereviewourDomesticTourism Strategy.
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Meet the Segments.
Open Minded Explorers.
(Republic of Ireland)
-Theymakeup15%ofthemarket.
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-They'rePlanners Theydoalotofresearchaboutshortbreaks
-ValueforMoneyisimportant.
-They'reinterestedinthenaturalenvironmentandscenicattractions
-TheylovetheOutdoors.
-TheyaremotivatedbyFood,CultureandUniqueExperiences.
-Thequalityofaccommodationisimportant.Theylovespaceandcomfort.
Demographics:Older(AverageAge45-54)
Morelikelytobefemale,ABC1,witholderkids.
Theyareconcernedabouttheirpersonalsafetyandhealth
EstimatedSpend:£924
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Meet the Segments.
Indulgent Relaxers.
(Republic of Ireland)
-Theymakeup11%ofthemarket
-Theyarethesegmentmostlikelytotakea‘romantic’breakastheirnextbreak.
-They'remotivatedbytheopportunitytospendtimewithfamilyorfriendsonshortbreaks
-Theyprefertostayinlargecomfortablehotels.
-Theyloveto‘indulge’themselveswhenonashortbreak.
-Theyreallyenjoygoodfoodandmusic.
-They’reinterestedinshoppingopportunitieswhileonashortbreak.
Demographics:AverageAge35-54
Relativelyhighspendingwithintentiontovisitintheshort-term MorelikelytobeFemale,withchildren.
EstimatedSpend:£1013
ForfurtherinformationabouttheRepublicofIrelandmarket,downloadourRepublicof IrelandMarketStrategy2021-2026
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Autumn Campaign Overview
TourismNI'sAutumnMarketingCampaignwilllaunchinNorthernIrelandand theRepublicofIrelandonMonday2ndOctober2023andrunfor6weeks.
We’retargetingtheNaturalQualitySeekerssegmentinNorthernIrelandand theOpenMindedExplorersandIndulgentRelaxersintheRepublicofIreland
ThecampaignwillincludeTV,VideoOnDemand,Radio,Press,Social&Digital, Email,PR,InfluencerGeneratedContentandUserGeneratedContentto encourageoursegmentstochooseNorthernIrelandthisAutumn
Thecampaignwillinspirevisitorsbyshowcasingabroadrangeofattractions, experiencesandeventsaswellasideasonwheretostay.
ItwillbuildknowledgeofwhatNorthernIrelandhastoofferanddeliverclear andcompellingreasonstovisitfortheprioritysegments.
TheAutumnMarketingCampaignwillsupportyoubydrivingshortbreaksand inspirevisitorstosee,doandspendmoreinNorthernIrelandthisAutumn.
OutsideoftheAutumnCampaign,wewillcontinuetotargettheremaining prioritysegmentsinNorthernIrelandandtheRepublicofIrelandthroughour AlwaysOnprogrammeofDigital,PRandInfluenceractivity
Thiswillincludethe AspiringFamiliesandSocialInstagrammersinNorthern IrelandandtheActiveMaximisersintheRepublicofIreland.
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200,000copies–4th/5thFebruary 54%Coverage ofallAdults 775,980 F 4 m Radio Northern Ireland. 230TVRsITVand Channel4. 700,000 Impressionson SkyAdSmart. TV 9 Natural Quality Seekers. Broadcast VOD 475,000 Impressions acrossITVXand ALL4. OTH:11Bauer MediaGroupand U105. Social Media Facebookand Instagram. VariousFormats. Reach-1m+ GoogleDisplay Network-In MarketTargeting. Display Advertisng Video YouTube-In Marketand CustomIntent Targeting. PrintandDigital PartnershipsMultiple Publishers. Press
200,000copies–4th/5thFebruary 54%Coverage ofallAdults 775,980 F 4 m Radio Republic of Ireland. 20TVRsSkyFood Networkfor6 weeks. TV 10 Open Minded Explorers. Broadcast VOD 1.4mImpressions acrossmultiple streaming platforms. WeeklyReachof 1.8macrossBauer MediaGroupand RTEGroup. Social Media Facebookand Instagram. VariousFormats. Reach-560,000+ GoogleDisplay Network-In MarketTargeting. Display Advertisng Video YouTube-In Marketand CustomIntent Targeting. PrintandDigital PartnershipsMultiple Publishers. Press
200,000copies–4th/5thFebruary 54%Coverage ofallAdults 775,980 Frequency:4 m
Ireland. 11 Indulgent Relaxers. Paid Social Facebookand Instagram. VariousFormats. Reach-560,000+ GoogleDisplay Network-In MarketTargeting. YouTube-In Marketand CustomIntent Targeting. PrintandDigital PartnershipsMultiple Publishers. Influencer Marketing Engaging Influencersto targetIndulgent Relaxerssegment. GoogleDisplay Network-In MarketTargeting. Display Advertisng
Republic of
Social, Digital & PR. Social & Digital
TheAutumnMarketingCampaignwillbe underpinnedbypaidandorganicactivity acrossFacebook,Instagram,YouTubeand Twitter.
WeareusingGoogleDisplayNetwork(GDN)to drivetraffictotheDiscoverNorthernIreland website.Searchwilltargetthoseinboth marketswhoareactivelyinterestedinshort breaksthisAutumn
OutsideoftheAutumnCampaign,wewillalso continuetotargetthoseprioritysegmentsin bothmarketsthataren’tthefocusofthis6 weekburstofactivity.
SocialMediaContact:
SarahSneddon
PR Activity
OurPRTeamsinBelfastandDublin willbedeliveringanexpansive programmeofactivitythatis closelyalignedwithourAutumn MarketingCampaign.
Inaddition,'AlwaysOn'PRactivity willcontinueinbothmarketsand acrossallsegmentswithweekly contentandfeaturesacrossprint, onlineandbroadcast.Keyareasof focuswillincludemediaFAMtrips, IndustryProfilingandactivitythat drivesawarenessoftheNorthern IrelandExperienceBrand
TheHolidayWorldConsumerShow inDublintakesplaceannuallyin Januaryandwillalsobeafocusin theNewYear.
S Sneddon@tourismni com
Haveaninterestingstoryorgoodnewsabout yourbusiness?Wewanttohearaboutit!
Mediahavelongerleadintimessomakesureto getyourinformationtousinatimelymanner.
CanyouhostaMediaFAMtrip?
Oroffercompetitionprizesforplacementin NorthernIrelandortheRepublicofIreland?
PRContacts:
NualaNapier(NorthernIrelandTeam) n.napier@tourismni.com
ClareMcCoy(RepublicofIrelandTeam)
c mcoy@tourismni com
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Email & Influencers.
Email Marketing
TheCampaignwillbesupportedbyaprogrammeofemailmarketingactivitytargeting 30,000newslettersubscribersinNorthernIrelandandtheRepublicofIreland.
ThisactivitywillbealignedwithourWeeklyDestinationRotationwithadifferent destinationprofiledeachweekduringthecampaign.
Thecontentsofournewsletterswillbealignedwiththepassionsandinterestsofour segmentsandwillincludeaccommodation,attractions,experiences,offersand events.
WewilllinkthroughtoourcampaignlandingpagesontheDiscoverNorthernIreland websiteandsometimesdirectlytoindustrypartners’websitessowecanplace bookableaccommodationandexperiencesdirectlyinfrontofvisitors.
Influencer Marketing
Wewillbecontinuingtoworkwith lifestyleandtravelinfluencersand contentcreatorsfromNorthern IrelandandtheRepublicofIreland tofurtherbroadenthereachofour campaignbeyondourown channelsandreachhighlyengaged audiences
Inparticular,wewilluseinfluencers tohelpusreachtheIndulgent RelaxersegmentintheRepublicof Irelandwhoareseekingluxury accommodationandwhoseeshort breaksasanimportantpartoftheir lives.
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Understanding the Destination Rotation.
Aligningyourmarketingactivitywithourswillhelptomaximisethereachandimpact ofTourismNI’sAutumnMarketingCampaign.
GettingInvolved:
OurCampaignwillrunfor6weeks,withadifferentdestinationfocuseachweekon somechannels.Ifyou’replanningpromotionalactivityacrossyourownmarketing channels,usetheDestinationRotationbelowtoplanyouractivity andoffers:
Belfast-w/c7thNovember.
CausewayCoastalRoute-w/c16thOctober.
Mournes&Strangford-w/c30thOctober.
Derry/Londonderry-w/c2ndOctober.
Fermanagh&Tyrone-w/c9thOctober.
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Armagh&Down-w/c23rdOctober.
Creative assetsDownloadable Assets.
We’vecuratedasuiteofCampaignPhotography,VideoandSocialMediaassetsthatyoucanuse onyourownchannelsandinsupportofyourmarketingactivity.
SocialMediaplaysabigroleinhelpingvisitorsdiscovernewplaces,planandsharetheirGiant Adventures.Wehavecreatedasuiteoffree,downloadablecampaignsocialposts,frames, bannersandmore,thatyoucanuseonFacebook,InstagramandTwitter.
Anddon’tforgettodownloadtheNorthernIrelandEmbraceaGiantSpiritbrandmarkforuse acrossyourmarketingchannels.
AselectionofCampaignPhotography,VideoandSocialMediaAssetscanbedownloadedfrom ourContentPoolfromMonday25thSeptember.
VisitNorthernIreland‘sContentPoolandonceregistered,navigateacrossto‘Featured Collections’toaccessawiderangeofsupportingmaterials,ordownloadthemfromhere
Download our Content Calendar.
WehaveworkedinclosepartnershipwithstakeholdersincludingtheLocalCouncilstocreatea12 monththematicContentCalendarwhichdetailsthetypesofcontentthatwewillbepublishingon oursocialmediachannelsandwebsite
DownloadourContentCalendarnow andcreateengagingcontentonyourownchannelsaligned tothesethemesthatwecancurateandshare
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Awakening our Giant Spirit.
Akeydriverofourcollectivesuccessoverthelastnumberof yearshasbeenhowwehaveallworkedtogethertoachieve maximumimpactinthemarketplace.
Asourmarketingbudgetscomeundersignificantpressuresfor avarietyofreasons,itismoreimportantthaneverthatwecome togetherundertheEmbraceaGiantSpiritexperiencebrandand alignourmessaging,timingsandmediachannels.
Quitesimply,whenweworklikethis,wecanhavemuchmore impactandbemuchmoreeffective.
DownloadtheAwakeningourGiantSpiritBrandBookandfind outmoreaboutunlockingNorthernIreland'sGiantSpirit.
Reminder
Reminder
Thesesessionsareopentoalltourism businessesandwillbeofparticular interesttothosethataredevelopingor deliveringsaleable,bookablevisitor experienceswithinthecontextofour experiencebrand-NorthernIreland EmbraceaGiantSpirit
FurtherinformationaboutourExperiencebrand NorthernIreland EmbraceaGiantSpirit(EAGS)is availablehere: https://tourismnicom/embraceagiantspirit/ Onthelinkaboveyoucandownload UserguideonworkingwithourEAGSassets EAGSBrandguidelines EAGSExperienceDevelopmentToolkit FurtherEAGSinformationaboutthebrand includingvideocontent
RegisterNowforour Experience DevelopmentRoadshowswhichare
takingplaceduringSeptemberand October2023
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Discover Northern Ireland website.
TheDiscoverNorthernIrelandwebsiteistheleading sourceofinspirationandinformationforvisitorsto NorthernIreland.Infact,nearly4millionpeopleused ourwebsitelastyeartoplanorbookashortbreak.It’s packedwithpracticaladvice,insidertips,guides, maps,andentertainingandinformativeblogpoststo givevisitorsaflavourofwhattoexpectontheirnext GiantAdventure.
Create a Free Listing
Whetheryou’reanaccommodationprovider,visitor attractionorexperience,havingabookablelistingon theDiscoverNorthernIrelandwebsiteisagreatway toshowcaseyourbusinesstothethousandsof peopleusingthewebsiteeachday
ToCreateaFreeListing:
1.VisitTourismNI.com
2 Createanaccountbyfollowingthesignuplink
3.Followthestepstoregisteryourproducts.
Make your listing impactful
Onceyouhavecreatedalistingforyourbusiness, makesurethatitisasimpactfulaspossible.The best-performinglistingsare300-350words. Featuringengagingphotographyisagreatwayto bringyourlistingtolife Alwaysincludeyouraddress, telephonenumbers,URLs,price,andanyother informationyouthinkisimportantforvisitors.
OurpartnershipwithTXGBmeansthatyoucanalso makeyourbusinesslistingbookable You'llpaya
2.5%BookingFeetoTXGBand0%commissionfor bookingsthroughtheDiscoverNorthernIreland website.Moredetailsareavailablehereorwatcha CaseStudyfromalocalglampingbusiness
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CreateorUpdateyourBusinessListingontheDiscove NorthernIrelandwebsite.
RegisterwithTXGB.co.uktobecomebookablethroug DiscoverNorthernIrelandwebsiteandaccessnewrou market.
DownloadanduseourCampaignPhotography,Socia AssetsandEmbraceaGiantSpirtbrandbook.
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Haveaninterestingstoryorgoodnewsaboutyourbu Wewanttohearaboutit!Sendittodigital@tourismni
Don’tforgettotagususing#EmbraceAGiantSpiritwhen postingonyoursocialmediachannelssowecan amplifyyourcontentonourchannels.
Top 5 things to do today 18
Get in Touch
Whetherit'ssettingupanewbusiness,developinganexistingone,orjust helpingyoustayaheadofchangesandtrendsintheindustry-we'vegot informationtohelp.
Visittourismni.comforawiderangeofbusinessguidanceandsupport. Fromdigitalmarketing,topeopleandskillssupport,orresearchand insights,youwill findawealthofinformationavailable.
Registerontourismni.comtodaytoreceiveemailnewsletters, signupfor forthcomingeventsandmore.
TocontacttheMarketingTeamdirectly: marketingcampaigns@tourismni com
