NITB Marketing Campaigns Activity Tourism Forum 28 th October 2009
Creating a sense of place for Northern Ireland Destination Northern Ireland: Not thought about enough, not chosen enough Key Challenge: Identify and overcome the barriers
Key Barriers – NI & ROI Perceived lack of things to see & do Seen it all before No different to ROI Safety & Security
Market size / importance NI – 62% of all holiday visits in 2008 ROI – 155k holiday visitors 2008 increase of up 26 % Total ROI visitor spend - £50m ROI market potential huge – 4.4m home holidays in 2008
Core Segments – NI & ROI Young couples Families Empty Nesters
Overcoming the Barriers New NI Brand Uncover stories Experience our awakening Hidden Gems / Icons Regional focus Product focus
The Outcome Northern Ireland Explore More A unique destination Untapped, unwrapped with a lot to see & do in a concentrated area Safe place to be – familiar but adventurous
Summer / Autumn Campaigns ‘09 Summer Campaign – Targets ROI & International Visitors Autumn Campaign – Targets NI & ROI visitors
New TV Adverts Targeted at 3 audiences Regional / Product focused Fresh / Vibrant & Confident Adapts well to online market Flexible creative approach
Young Couples Advert
Families Advert
Campaign Website Product hotspots for more info and links online
Radio – Activity Focus
Outdoor – Activity Focus Summer 96 Sheet
Outdoor – Activity Focus Autumn 96 Sheet
Press – Activity Focus Autumn PressSummer Press
Press Inserts – Activity Focus Autumn Inserts – NI & ROI Belfast Tele Mirror Sunday Times
Online – Activity Focus Online ads – summer campaign Target – young couples
Evaluation – Summer 09 86% of ROI population recalled campaign 55% though it changed how they felt about NI 89% said NI ‘worth a visit’ 63% thought it showed NI as unique & distinctive Generated addition 49k visits Generated £10.6m Return on investment £1:£13
PR – NI, ROI, GB & International Feature articles in association with CAAN & Industry members Observer – Autumn 09
Moving On Partnership approach Special offers online Dynamic packaging Spring 2010 – CAAN Input
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