Market Insights
ThelatestNISRAstatsreportstatesthatbetweenJanuary-March2025there wereover926,000overnighttripstakeninNI,accountingforover2.5mnights and£207mexpenditure.Whilethenumberoftripswasbroadlyonparwith2024, nightsandspendbothexperienceddeclines.Therewasanincreaseinvisitors fromtheRepublicofIrelandandGreatBritain,whilethedomesticandother overseasmarketvisitorsfellcomparedto2024.
ThisrepresentsahugeopportunityfortourismbusinessesrightacrossNorthern Ireland.
Forthelatestinformationonthesemarkets,pleasevisit ourwebsite.
OurAutumnmarketingactivitylaunchesinthesemarketsonMonday22 September. nd
Campaign Overview
TourismNorthernIreland'sAutumnMarketingCampaign launchesinNorthernIreland andtheRepublicofIrelandon22 Septemberandrunsuntil10thNovember. nd
ThecampaignwillincludeBroadcastVideoOnDemand,Radio,Press,Social&Digital, Email,PRandInfluenceractivitytoencouragevisitorstochooseNorthernIrelandthis Autumn.
Thecampaignwillshowcaseabroadrangeofattractions,experiencesandeventsaswell asideasonwheretostay.ItwillbuildknowledgeofwhatNorthernIrelandhastooffer anddeliverclearandcompellingreasonstobookashortbreak.
Estimated Reach
RepublicofIreland
58%
MinReachof ofalladults
NorthernIreland
18.2M+ DigitalImpressions
65%
MinReachof ofalladults
6.9M+ DigitalImpressions
Priority Segments
TheAutumncampaignwillfocusontwoprioritysegments,Open-MindedExplorers forROIandNaturalQualitySeekersforNI.ROI’sIndulgentRelaxerswillalsofeature fordigitalsupportonly.Formoredetailsonallsegmentsplease visitthislink.
RepublicofIreland
Open-MindedExplorers(15%)
IndulgentRelaxers(11%)
NorthernIreland
tySeekers(15%)
ROI Visitor Insights
FortheRoImarketNorthernIrelandbringsasenseofnewnessandvarietybutitneeds tobeframedstronglyinvalueformoney,qualityperceptionandauthenticitytobe activelychosen.
Although NIcontinuestobeseenasofferingbettervalue thanROIorGB,thegaphasclosedinrecentresearch waves.ItwillbeimportanttofocusonvalueforROI audiencesandtherangeofoptionsavailabletoenhance appeal.
FormanyoftheROIaudience,thetopmotivationsforatrip toNIaretohavefun,relax,escape,enjoyfood&drink.
Visitorsmostoftenexperiencedshopping,restaurants andpubs,withyoungerdemosmoreinterestedin sightseeingtoursandolderfamiliesmoreinterestedin scenicwalks.
NorthernIrelandisseenasofferinganalternativetothe triedandtestedlocationsinRoI.Thissenseofdifferenceisa keyconsiderationdriver,butshouldbeframedpositively andwithauthenticitytohelpbuildenoughconfidenceto planandbook.
Costoflivingisstillthetopbarriertotravel,althoughithas decreasedvs.September2024.Someconsumersmay avoidholidaysaltogether,butNIremainsattractive,helped byitsexperiencesandfoodanddrinkoffering,aswellasits perceivedvalue.
ROI Media Strategy
RTE and Sky Culture/Arts/Documentary Partnership
TV/BVOD
RTE Player and Virgin Media Player
Est reach: 2.2m+
40 sec ads on Newstalk and Today FM
Radio
Est reach: 1.3m+
Outdoor Digital Screens in Pearse Street, Connolly Station and Tara Street
Est Reach: 277k+
Press
Display
Irish Times, Irish Independent, Irish Daily Mail and Mail on Sunday
Full page advertorials
Est reach: 1m+
Google Display Network
In-Market, Affinity & Remarketing Audiences
Est Reach: 2m+
Social Media Facebook & Instagram
Targeting audience interests, website visitors and page engagers
Est Reach: 1 5m+
Video YouTube Targeting users in market to / interested in travel and remarketing
NI Visitor Insights
PeopleinNIarelookingformorecost-effectiveoptions,withrelaxationand familyand friendsbondingtimeattheforefrontoftheirmindswhenplanningatrip.
Travel intent fluctuates
Costof livingis affecting choices
Daytripintentionsincreasewithunder-35sbutover-55s travelintentionshavedroppedacrossalltripcategories (daytrips,shortbreakandlongbreaks).
CostoflivingandtheweatherinNIarereportedasthe biggestbarrierstotakingabreakinNI. However,thereisageneralreductioninbarrierstotakinga holidayinNIcomparedtothepreviousresearchwave.
Something tosuitall budgets
NIcontinuestoberatedmorepositivelythanROIandGB forvalueformoney,withShoppingandaccommodation improvingbutalcoholand paidactivitiestakingahit.It’s importanttointegratevalue-for-moneymessagingintoall ofouractivities.
Relaxationandfamily/friendbondingtimearekeyfor thoseplanningtripsoverthecomingmonths. Escapingisstillastrongmotivatingfactorbutithasseena drop.
Citybreaks onthe rise
Citybreaksareseeinganincreaseinpreferencevs.March 2024–possiblydowntotheyoungerdemographic planningtrips.
However,coastalbreaksarestillthetoptypeofbreak preferred.
Relaxation iskey
NI Media Strategy
TV/BVOD
Radio
UTV: off peak daytime with quiz shows plus crime drama, documentaries and travel, lifestyle content
ITVX: Top Trending Programming, Quiz Shows and Drama
Sky Adsmart: Targeting NQS segment
Est Reach: 900k+
Press
40 Sec Spots: across Downtown Radio, Downtown Country, Greatest Hits Radio and U105
Est Reach: 650k
Full Page Advertorial: Belfast Telegraph, Daily Mail, Mail on Sunday and NI4Kids
Est Reach: 434k
Social Media
Google Display
Facebook, Instagram & NI4Kids Social Post.
Targeting audience interests, website visitors and page engagers.
Est Reach: 600k+
Google Display Network Remarketing
Est Reach: 500k+
Video YouTube Targeting users in market to / interested in travel and remarketing
Creative Suite
Thereareawiderangeofassets,manyofwhichhavebeenproducedinthelast12months, availabletouseinthepromotionofthiscampaign.Allcampaigncontentcanbeaccessedfrom thisfolder.
40secAutumnTVAd
Social Media & Digital
TheAutumnMarketingCampaignwillbeunderpinnedbypaidandorganicactivity acrossFacebook&Instagram,withacombinedorganicaudienceofover300k.
WewillhaveagrowingfocusoncuratingandsharingUserGeneratedContentfrom recentvisitorstoNorthernIrelandtoinspirefuturewavesofvisitors.
Wewillalsousetravelandlifestyleinfluencerstohelpusreachthemarketsegments alignedtoourcampaignactivity.
EmailMarketingwillbeutilised tocommunicateautumnoffersandofferinspirationon wheretostay,whattosee,andwhattodoinNorthernIreland.Thecalltoactionwill connectvisitorstoourwebsite,www.discovernorthernireland.com, toplantheirtrip.
Social&DigitalContact:
VictoriaMcMurray-v.mcmurray@tourismni.com
PR & Publicity
OurPRTeamsinBelfastandDublinwillbedeliveringaprogramofactivityacrossAutumn.
Inaddition,'AlwaysOn'PRactivitywillcontinueinbothmarketsandacrossallsegments withweeklycontentandfeaturesacrossprint,onlineandbroadcast.Keyareasoffocus willincludemediaFAMtrips,IndustryProfilingandactivitythatdrivesawarenessofthe NorthernIrelandExperienceBrand.
Haveaninterestingstoryorgoodnewsaboutyouraccommodationbusiness,visitor attractionorexperience? CanyouhostaMediaFAMtrip?Wewanttohearfromyou!
Mediahavelongerleadintimessomakesuretogetintouch.
PRContact:(Belfast)
ClaireHamilton-c.hamilton@tourismni.com
PRContact:(Dublin)
ClareMcCoy-c.mcoy@tourismni.com
Regional Rotations
Supporting Content Assets
We’vecuratedasuiteofCampaignPhotographyandSocialMediaassetsthatyoucan useonyourownchannelsandinsupportofyourmarketingactivity.
SocialMediaplaysabigroleinhelpingvisitorsdiscovernewplaces,planandsharetheir GiantAdventures.Wehavecreatedasuiteoffree,downloadablecampaignsocialposts, frames,bannersandmore,thatyoucanuseonFacebook,InstagramandX.
Anddon’tforgettodownloadtheNorthernIrelandEmbraceaGiantSpiritbrandmark foruseacrossyourmarketingchannels.
Aselectionofphotography,videoandsocialmediaassetscanbedownloadedfromour ContentPool.VisitNorthernIreland‘sContentPoolandonceregistered,youcanaccess awiderangeofsupportingmaterials. DuetotheupcomingContentPoolMigration,the AutumnCampaignassetswillbeavailableatthispubliclyshareablelink.
NeedHelp?Contact: KathyWilfordk.wilford@tourismni.com
Get Involved in Our Marketing Campaign!
Boostyourvisibilitybyincorporatingourreadyto-usesocialmediatemplatesintoyourown marketingactivity.Whetherit’sforstoriesor yourfeed,theseassetsmakeiteasytoshowcase yourspecialoffersandpromotegreatvaluefor moneythisAutumn.
Keeptheaudiencemotivationsinmind; ROI audiencesaremotivatedbyfunandexcitement &NIaudiencesaredrivenbythedesiretorelax andunwind.
Tailoryourmessagingaccordingly&tagus @discovernitocreateengagingcontentonyour ownchannelsthatwecancurateandshare.
SocialMediaassetsincluding blanktemplatesforoverlayingon yourownimagesareavailable fromthispubliclyshareablelink.
Awakening Northern Ireland’s Giant Spirit
Akeydriverofoursuccessinrecentyears hasbeenhowwehaveworkedtogetherin closepartnershiptomaximiseourpresence inthemarketplace.
Itismoreimportantthaneverthatwe continuetocollaborateundertheEmbracea GiantSpiritbrandframeworkandthatwe alignourmessagingandmediabuyingwhen possible.
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
Top 4 things to do today
1.
CreateorupdateyourBusinessListingontheDiscoverNorthernIreland website.
2.
DownloadanduseourAutumnCampaignPhotography,SocialMedia TemplatesandEmbraceaGiantSpirtbrandbook.
3.
Supportthecampaignbyliking,sharing,andcommentingonoursocialmedia posts.Everyinteractionhelpsextendourreachandshowcasethebestofwhat wehavetoofferthisseason.
4.
ShareanAutumnoffer!Useourtemplatesanddon’tforgettotagus @discovernioruse#MyGiantAdventurewhenpostingonsocialmediasowe canamplifyyourcontentthroughourchannels.
Whetherit'ssettingupanewbusiness,developinganexistingone,orjusthelpingyoustay aheadofchangesandtrendsintheindustry-we'vegotinformationtohelp.
Visittourismni.comforawiderangeofbusinessguidanceandsupport.Fromdigital marketing,topeopleandskillssupport,orresearchandinsights, youwillfindawealthofinformationavailable.
Registerontourismni.comtodaytoreceiveemailnewsletters, signupforforthcomingeventsandmore.
TocontacttheMarketingTeamdirectly: marketingcampaigns@tourismni.com
