WelcometoTourismNorthernIreland’sSummermarketingtoolkit.
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TourismNI’sSummercampaignlaunchesonFriday1August.Withourbrand “NorthernIreland-EmbraceAGiantSpirit”atitsheart,thecampaign showcasesarangeoffunattractionsandexperiencesalloverNorthernIreland, andgreatvalueaccommodationoptionstosuiteverybudget. st
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ThistoolkitprovidesyouwithinformationonourSummercampaign.Itincludes informationonmarkets,segments,timings,andchannels.Italsocontainslinks toaccessdownloadablephotography,video,andsocialmediaassetstoamplify theSummercampaignonyourownchannels.
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Thetoolkitshouldalsobeusedasaresourceallyearroundtohelpyoumaximise theopportunitiesfromourwidermarketingactivity.Pleasedon’thesitateto contacttheteamifthereisanyfurthersupportwecanprovide.
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marketingcampaigns@tourismnicom socialdigitalandvi@tourismni.com
Market Insights ThelatestNISRAstatsreportthattheIslandofIrelandrepresentsoverhalf (57%) ofovernightvisitorstoNorthernIreland.(January –December2024)(NISRA)
In2024(January-December),therewereover4.7millionovernighttripstakenin NI,accountingfor14.9millionnightsand£1.1billionexpenditure.
4.7m 14.9m £1.1bn Trips Nights Spend
ThisrepresentsahugeopportunityfortourismbusinessesrightacrossNorthern Ireland.
Forthelatestinformationonthesemarkets,pleasevisit ourwebsite.
OurSummermarketingactivitylaunchesinthesemarketson1stAugust2025.
TourismNorthernIreland'sSummerMarketingCampaign launchesinNorthernIreland andtheRepublicofIrelandon1stAugust andrunsuntil31stAugust.
ThecampaignwillincludeBroadcastVideoOnDemand,Radio,Press,Social&Digital, Email,PRandInfluenceractivitytoencouragevisitorstochooseNorthernIrelandthis Summer.
Thecampaignwillshowcaseabroadrangeofattractions,experiencesandeventsaswell asideasonwheretostay.ItwillbuildknowledgeofwhatNorthernIrelandhastooffer anddeliverclearandcompellingreasonstobookashortbreak.
RepublicofIreland
MinReachof ofalladults
32%
NorthernIreland
13,525,418 opportunitiestoseeorhear
7.3M+ DigitalImpressions
MinReachof ofalladults
59%
7,342,500 opportunitiestoseeorhear
2.25M+ DigitalImpressions
Priority Segments ThisisacrosssegmentcampaignbasedonWave17researchthatallsegmentshave asimilarpropensitytotakeashortbreakthissummer.Formoredetailsonall segmentsplease visitthislink.
RepublicofIreland NorthernIreland 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 TV/BVOD
Radio
Virgin Media Adsmart & Sky Adsmart, interest-based targeting.
Est Reach: 831k
40 Sec Primetime Radio Package (SPIN 1038, Q102, Highland Radio, Northern Sound, Ocean FM, LMFM & I Radio – North East)
40 Sec Digital Audio: Targeting Podcasts/Music Streaming/Radio (Audio XI, Audio One)
Est Reach: 1M+
Commuter Targeting - 30 Inserts
Outdoor
Press
Display
Est Reach: 365k
Irish Times, Irish Independent
Targeted to travel, entertainment & top news
Est Impressions: 575k
Google Display Network
In-Market, Affinity & Remarketing Audiences
Est Reach: 550k+
Social Media
Video
Facebook & Instagram
Targeting audience interests, website visitors and page engagers
Est Reach: 550k+
YouTube
Targeting users in market to / interested in travel and remarketing
Est Reach: 500k+
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.
Relaxation iskey
Relaxationandfamily/friendbondingtimearekeyfor thoseplanningtripsoverthecomingmonths.
Escapingisstillastrongmotivatingfactorbutithasseena drop.
Citybreaks onthe rise
Citybreaksareseeinganincreaseinpreferencevs.March 2024–possiblydowntotheyoungerdemographic planningtrips.
However,coastalbreaksarestillthetoptypeofbreak preferred.
NI Media Strategy TV/BVOD
Radio
ITVX: Entertainment, lifestyle and travel content
Sky Adsmart: Targeting 225k Sky Adsmart households
Est Reach: 246k
Press
40 Sec Spots: across Cool FM, U105 & various Q Radio Stations
Est Reach: 897k
Belfast Telegraph: Sat weekend Magazine
Full Page Advertorial: Daily Mirror, Sunday Mirror, Sunday People, Irish News, Daily Mail & NI4Kids
Est Reach: 585k
Social Media Facebook, Instagram & NI4Kids Social Post
Targeting audience interests, website visitors and page engagers
Est Reach: 400k+
Google Display
Google Display Network Remarketing
Video YouTube
Targeting users in market to / interested in travel and remarketing
Est Reach: 300k+
Creative Suite Thereareawiderangeofassets,manyofwhichhavebeenproducedinthelast12months, availabletouseinthepromotionofthiscampaign.Allcampaigncontentcanbeaccessedfrom thecontentpool.Itisavailableasafeaturedcollectioncalled“SummerCampaign2025”.
Social Media & Digital TheSummerMarketingCampaignwillbeunderpinnedbypaidandorganicactivity acrossFacebook&Instagram,withacombinedorganicaudienceofover300k.
WewillhaveagrowingfocusoncuratingandsharingUserGeneratedContentfrom recentvisitorstoNorthernIrelandtoinspirefuturewavesofvisitors.Thiscontentwillbe usedtotargetourSocialInstagrammerssegment.
Wewillalsousetravelandlifestyleinfluencerstohelpusreachthemarketsegments alignedtoourcampaignactivity.
EmailMarketingwillbeutilised tocommunicatesummeroffersandofferinspirationon wheretostay,whattosee,andwhattodoinNorthernIreland.Thecalltoactionwill connectvisitorstoourwebsite,www.discovernorthernireland.com, toplantheirtrip.
Social&DigitalContact: VictoriaMcMurray-v.mcmurray@tourismni.com
PR & Publicity OurPRTeamsinBelfastandDublinwillbedeliveringaprogramofactivityacross Summer.
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 Ourdigitalplansincludeafocusonspecificdestinationsonsomeofourchannelsat 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. Onceloggedonclick‘FeaturedCollections’inthe toprighttoaccesstheSummerassetscollection.
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 registeredontourismni.com 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’tforgettotagus@discovernioruse#MyGiantAdventurewhenposting onsocialmediasowecanamplifyyourcontentthroughourchannels.
4. Registerontourismni.comandsubscribetoourindustrynewslettertohear aboutupcomingTEDeventsandopportunitiesforsupport.
