WelcometoTourismNorthernIreland’sspringmarketingtoolkit.
Discover Northern Ireland
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TourismNI’sspringcampaignlaunchedonMonday20thJanuary.Withour brand“NorthernIreland-EmbraceAGiantSpirit”atitsheart,thecampaign showcasesarangeoffunattractionsandexperiencesalloverNorthernIreland, andgreatvalueaccommodationoptionstosuiteverybudget.Afreshnew creativesuitefortheActiveMaximisersegmentandsomenewinnovativemedia formatsbringthecampaigntolifeinbothmarkets(NIandROI).
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ThistoolkitprovidesyouwithinformationonourSpringcampaign.Itincludes informationonmarkets,segments,timings,andchannels.Italsocontainslinks toaccessdownloadablephotography,video,andsocialmediaassetstoamplify theSpringcampaignonyourownchannels.
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Thetoolkitshouldalsobeusedasaresourceallyearroundtohelpyoumaximise theopportunitiesfromourwidermarketingactivity.Pleasedon’thesitateto contacttheteamifthereisanyfurthersupportwecanprovide.
marketingcampaigns@tourismni.com
Market Insights
ThelatestNISRAstatsreportthattheIslandofIrelandrepresentsapproximately 2/3rd(63%)ofovernightvisitorstoNorthernIreland.(Jan–June24)(NISRA)
Inthefirsthalfof2024(January-June),therewereover2.2millionovernighttrips takeninNI,accountingfor6.75millionnightsand£492millionexpenditure.
ThisrepresentsahugeopportunityfortourismbusinessesrightacrossNorthern Ireland.
Forthelatestinformationonthesemarkets,pleasevisit ourwebsite
Ourspringmarketingactivitylaunchedinthesemarketson20thJanuary.
TourismNorthernIreland'sSpringMarketingCampaign launchedinNorthernIreland andtheRepublicofIrelandon20thJanuaryandrunsuntil31stMarch.
ThecampaignwillincludeTV,BroadcastVideoOnDemand,Radio,Press,Social& Digital,Email,PRandInfluenceractivitytoencouragevisitorstochooseNorthern IrelandthisSpring.
Thecampaignwillshowcaseabroadrangeofattractions,experiencesandeventsaswell asideasonwheretostay.ItwillbuildknowledgeofwhatNorthernIrelandhastooffer anddeliverclearandcompellingreasonstobookashortbreak.
Timings:RepublicofIreland
ActiveMaximisers
20thJanuary-31stMarch
Timings:NorthernIreland
SocialInstagrammers
10thFebruary-23rdMarch
IndulgentRelaxers
20thJanuary-31stMarch
AspiringFamilies
20thJanuary-23rdMarch
RepublicofIreland
62% MinReachof ofalladults
NorthernIreland
68% MinReachof ofalladults
67,147,292 opportunitiestoseeorhear
85,705,084 DigitalImpressions
37,227,715 opportunitiestoseeorhear
21,321,631 DigitalImpressions
Priority Segments
Thesegmentshighlightedinbluearethosethatwillbetargeted intheSpring Campaign.Formoredetailsonallsegmentsplease visitthislink.
RepublicofIreland
NorthernIreland
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.
IndulgentRelaxersmakeup11%oftheRepublicofIrelandmarket.Theyare relativelyhighspendingwithhighintentiontovisitintheshortterm.
Theyarethesegmentmostlikelytotakearomanticbreakastheirnextbreak.
Theyprefertostayinlargecomfortablehotels.Theylovetoindulgethemselves whenonashortbreak.
Theyreallyenjoygoodfoodandmusicandareofteninterestedinshopping opportunitieswhileonashortbreak.
Demographics:
IndulgentRelaxersare35-54onaverage.Theyarerelativelyhighspendingwithhigh intentiontovisitintheshort-term.Theyaremorelikelytobefemalewithchildren.
Theirestimatedspendis£1013.
AspiringFamiliesarethebiggestsegmentinthedomesticmarket.Comprising 30%oftheNorthernIrelandmarket,theyaretwiceasbiginvolumetermsas boththeNaturalQualitySeekersandSocialInstagrammers.
Theyhaveaverystrongfamilyfocus. Activitiesareveryimportant including activitiestosuitchildrenspecificallyaswellasthewholefamily.
Theylovetoplananddoalotofresearch.
Theyarepricesensitiveandareseekinggoodvalueateveryturn.Theyconsider themselvesbargainhuntersbutarenotafraidtopayforqualityiftheythinkit’s worthit.
Demographics:
AspiringFamiliesaremostlikelytobeaged35-44andhaveyoungerchildrenagedunder 16.Theyhaveanevensocialclasssplit.
Theirestimatedspendis£1,360.
SocialInstagrammersmakeup15%ofthedomesticmarket.
Theyseeshortbreaksasanimportantpartoflifeandseektobroadentheir minds. Theyarebuzzandatmosphereseekers,thatdesiregreatpubsand nightlife.
TheyaremorelikelytouseAirBnBandaremorekeentogetagooddealand engageinactivitiesandlessworriedaboutfindinggreataccommodation. Howeverconnectivityisveryimportantandaccesstowifi/4G.
Demographics:
SocialInstagrammersaretheyoungestsegmentwith29%aged18-24yrsand26%aged 25-34yrs.Theyaretheleastlikelysegmenttohavechildrenandmorelikelytobefemale. Theirestimatedspendis£1,006.
ROI Visitor Insights
FortheRoImarketNorthernIrelandbringsasenseofnewnessandvarietybutitneeds tobeframedstronglyinvalueformoney,qualityperceptionandauthenticitytobe activelychosen.
AlthoughstillwellaheadofROI,valueperceptionforNIhas slippedinrecentyears.Itwillbeimportanttofocuson valueforROIaudiencesandtherangeofoptionsavailable toenhanceappeal.
Formany,NorthernIrelandisstillrelativelyunknown.We needtomakethemostofthisfreshnessandsenseof newnesswhileensuringNorthernIrelandisregardedas easyandeffortlesstoenjoy(closeby,easytogetaround, uncomplicated.)
Showcasingtheextentofthingstoseeanddoacross theregionremainskeyaswellasbuildingstrong geographicknowledgeofwhereexperiencescanbe foundandhowtogettheretoenjoythem.
NorthernIrelandisseenasofferinganalternativetothe triedandtestedlocationsinRoI.Thissenseofdifferenceisa keyconsiderationdriver,butshouldbeframedpositively andwithauthenticitytohelpbuildenoughconfidenceto planandbook.
Expectationsaroundfoodanddrinkareparticularlyhighfor theRoImarketandofteninformlocationchoicesand itineraries.Therangeofoptionstosuitalltastesand pocketsacrosstheregionneedtobeconsidered.
ROI Media Strategy
ActiveMaximisers
TV
BVOD
Virgin Media Adsmart, Sky Adsmart, specific interest-based targeting and a 7 min segment on Six O'clock show Est Reach: 606k+
RTE Player: Top Streamed
Boxsets Sponsorship Feb, 1st and last in break , contextual Targeting
Virgin Media Player: 40 sec and static ad pause. Est Reach: 585k
IndulgentRelaxers
Ireland AM – 7 Minute Segment
TV
Radio
Outdoor
Press
40 Sec Primetime Package (SPIN 1038, I Radio – North West/North East) 30 Sec Audio: Targeting Podcasts/Music Streaming (Audio XI, Audio One) Est 59m Impressions
Commuter Targeting - Cycle 4/5
Targeting City and Arterial Routes – Cycle 6 Est Reach: 807,700
Irish Times, Irish Independent, Sunday Independent, Irish Daily Mail and Mail on Sunday
Est Reach/Readership: 3 8m
Facebook & Instagram
Social Media
Targeting audience interests, website visitors and page engagers Est Reach: 650k+
Google Display Network
Radio
Est Reach: 196,500
40 Sec Primetime Package (Newstalk, Today FM, Classic Hits 4FM)
Audio XI: Live host reads on Today FM & Newstalk Est 20m impressions
Press Independent.ie, RTE.ie (segment focus)
Irish Times, Irish Independent, Sunday Independent, Irish Daily Mail, Mail on Sunday & RTE.ie (cross segment focus)
Est Reach/Readership: 4 4m
Facebook & Instagram
Social Media
Targeting audience interests, website visitors and page engagers Est Reach: 350k+
Google Display Network
Google Display
Targeting users in market to travel and their interests
Est Reach: 300k+
YouTube
Video
Targeting users in market to travel and their interests
Est Reach: 300k+
Google Display
Targeting users in market to travel and their interests
Est Reach: 650k+
YouTube & Programmatic Video
Video
Targeting users in market to travel and their interests Est Reach: 550k+
NI Visitor Insights
InresponsetoeconomicconditionspeopleinNIarelookingformorecost-effective options,astrongfoodanddrinkoffering,localcultureandexperienceswithplentyof varietybuiltin.
Travel intent remains strong
Costof livingis affecting choices Something tosuitall budgets
Intenttostayclosertohomeforshort-breaksisstill growingwithfamiliesandyoungervisitorsshowinghighest intent,particularlyforcoastalorsceniclocations.Appealof day-tripsisalsogrowingamongoldercohortswithmore flexibility.It’simportanttotargetthesegmentswith highestpotentialtoconvertinthedomesticmarket
Financialcautionishigherbuttherearesignsthatpeople aregettingbetteratrationalising.Visitorsareadjustingby spendinglessduringtheirtrips,lookingfordealsand consideringshortertripsortripsclosertohome.
‘Novel familiarity’ iskey
It’simportanttointegratevalue-for-moneymessaging intoallofouractivities.NIvalueperceptionhasdeclined butitisstillaheadoftheRoImarket. Mostaffectedareas areaccommodationandfoodanddrink. Itisimportantto showcasetherangeofoptionsavailabletofitallbudgets& focusonthequalityoftheoffering.
Thereisastrongappetiteforlesser-knownregionsandnew experiencestooffseta‘seenitallbefore’concernamong residents.ShowcasingabalanceofnewanduniquelyNI locationswithfamiliarshort-breakfavouritesisimportant.
Availabilityoftherangeofoptionsisasimportantas quality.Localfoodinparticularisakeydifferentiatorpeoplewantnewtastesofhome.Manypeoplewillplan aroundthedininganddrinkingexperience.
NI Media Strategy
AspiringFamilies SocialInstagrammers
ITV: Top Family Programmes
ITVX: Escapism/ Travel
BVOD
Content Sky Adsmart:
Targeting 225k Sky Adsmart
households Est Reach: 1.8m
Adshel Live: 100 screens
provincewide
Outdoor
Radio
Clear Channel: 48 sheets, 6 sheets & Backlit 48 sheets
Station Live: Grand Central & Lanyon Station
Est Reach: 1,074,785
Cool FM: Giant Adventure Series (30 secs)
40 Sec Spots: across various Q Radio Stations
Est Reach: 1,185,600
Belfast Telegraph: Sat weekend Magazine
Press
Social Media
Google Display
Video
Full Page Advertorial: Daily Mirror, Sunday Mirror, Sunday People, Irish News & NI4Kids.
Est Reach: 671,797
Facebook, Instagram & NI4Kids Social Post Targeting audience interests, website visitors and page engagers.
Est Reach: 423k+
Google Display Network
Targeting users in market to travel and their interests.
Est Reach: 350+
YouTube
Targeting users in market to travel and their interests
Est Reach: 300k+
Radio
Cool FM: Giant Adventure Series (30 secs)
Reach: 538,000 listeners
Press
Social Media
Belfast Live: Video Seeding & Native Content Series (x6)
Circulation: 29,748
Facebook, Instagram & Snapchat
Targeting audience interests, website visitors and page engagers.
Est Reach: 600k+
Google Display Network
Google Display
Targeting users in market to travel and their interests.
Est Reach: 200k+
YouTube
Video
Targeting users in market to travel and their interests.
Est Reach: 200k+
Creative Suite
AnewcreativesuiteofcontenthasbeenproducedfortheActiveMaximisersegment.
Allcampaigncontentcanbeaccessedfromthecontentpool.Itisavailableasafeatured collectioncalled“Spring2025IndustryAssets”.
TV & Ad Creative
TVAd1-ActiveMaximisers1
TVAd2-ActiveMaximisers2
TVAd-AspiringFamilies
Social Media & Digital
TheSpringMarketingCampaignwillbeunderpinnedbypaidandorganicactivityacross Facebook,Instagram,YouTubeandX/Twitter.
WeareusingGoogleDisplayNetwork(GDN)todrivetraffictotheDiscoverNorthern Irelandwebsite.Searchwilltargetthoseinbothmarketswhoareactivelyinterestedin shortbreaksthisSpring.
OutsideoftheSpringCampaign,wewillalsocontinuetotargetthoseprioritysegments inbothmarketsthataren’tthefocusofthisburstofactivity.
WewillhaveagrowingfocusoncuratingandsharingUserGeneratedContentfrom recentvisitorstoNorthernIrelandtoinspirefuturewavesofvisitors.Thiscontentwillbe usedtotargetourSocialInstagrammerssegment.
Wewillalsousetravelandlifestyleinfluencerstohelpusreachthemarketsegments alignedtoourcampaignactivity.
Social&DigitalContact:
VictoriaMcMurray-v.mcmurray@tourismni.com
PR & Publicity
OurPRTeamsinBelfastandDublinwillbedeliveringaprogramofactivityacrossspring.
Inaddition,'AlwaysOn'PRactivitywillcontinueinbothmarketsandacrossallsegments withweeklycontentandfeaturesacrossprint,onlineandbroadcast.Keyareasoffocus willincludemediaFAMtrips,IndustryProfilingandactivitythatdrivesawarenessofthe NorthernIrelandExperienceBrand.
Haveaninterestingstoryorgoodnewsaboutyouraccommodationbusiness,visitor attractionorexperience? CanyouhostaMediaFAMtrip?Oroffercompetitionprizesfor placementinNorthernIrelandortheRepublicofIreland?Wewanttohearfromyou!
Mediahavelongerleadintimessomakesuretogetintouch.
PRContact:(Belfast) ClaireHamilton-c.hamilton@tourismni.com
PRContact:(Dublin)
ClareMcCoy-c.mcoy@tourismni.com
Regional Rotations
Ourplansincludeafocusonspecificdestinationsonsomeofourchannelsatdifferent timesduringthecampaign.
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. Onceloggedonclick‘FeaturedCollections’inthe toprighttoaccesstheSpringassetscollection.
NeedHelp?Contact: SarahHannity: s.hannity@tourismni.com
Use our Content Calendar
Wehaveworkedinclosepartnership withstakeholdersincludingtheLocal Councilstocreatea12monththematic ContentCalendarwhichdetailsthe typesofcontentthatwewillbe publishingonoursocialmediachannels andwebsiteoutsideofourcampaign activity.
DownloadourContentCalendarnow andcreateengagingcontentonyour ownchannelsalignedtothesethemes thatwecancurateandshare.
SocialMediaTemplatesincluding blanktemplatesforoverlayingon yourownimagesareavailable fromthecontentpool.
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 registeredontourismnicom andsubscribedtoourindustry emailtobethefirsttohear aboutupcomingTourism EnterpriseDevelopment(TED) events
Discover Northern Ireland
TheDiscoverNorthernIrelandwebsiteisatrustedsourceofinspiration,information andsupportforvisitorstoNorthernIreland.4millionvisitorsusedourwebsitelast yeartoplanorbooktheirshortbreak.
It’spackedwithpracticaladvice,insidertips,guides,itineraries,andentertaining andinformativeblogpoststogivevisitorsaflavourofwhattoexpectontheirnext GiantAdventureinNorthernIreland.
Create your free Business Listing
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
1.
CreateorupdateyourBusinessListingontheDiscoverNorthernIreland website.
2.
DownloadanduseourCampaignPhotography,SocialMediaAssetsand EmbraceaGiantSpirtbrandbook.
3. Don’tforgettotagusoruse#MyGiantAdventurewhenpostingonsocial mediasowecanamplifyyourcontentthroughourchannels.
4. Registerontourismni.comandsubscribetoourindustrynewslettertohear aboutupcomingTEDeventsandopportunitiesforsupport.
