Northern Ireland Adventureland Weekend 2013 Review & Plans for 2014 Beverley Pierson (Outdoor Recreation NI) & Julie McLaughlin (NITB)

Bookings Week DateBookingsDateBookings Launch DateFri 24th Feb0Friday 22nd Feb0 1Fri 2nd March225Mon 4th March318 2Thur 8th March445Thur 7th March447 3Fri 16th March748Fri 15th March775 4Fri 23rd March1238Fri 22nd March952 Over Weekend24th & 25th March138023rd & 24th March958 TOTAL BOOKINGS1380TOTAL BOOKINGS958 Total Bookings (After refunds)746

Website Visits

1)‘Kick Start’ Activity Season: 19% increase in visits to OutdoorNI.com in 3 months after NIA 22% increase in visits to OutdoorNI in % increase in web referrals & direct enquiries to activity providers in 3 months after NIA 80% of participants stated that NIA had either significantly improved or improved their awareness of outdoor activities Campaign Objectives

2) Generate £400,000 PR Value: £471,090 PR secured (11% of ORNI PR per annum)

Campaign Objectives 3) Increase Targeted Consumer Data Collection and Digital Footprint: 75% of participants had not taken part in 2011 or 2012 event 373 new consumer contacts

Campaign Objectives 4) Generate Repeat Bookings for Activity Providers: 94% of respondents stated that they were very likely or likely to continue to participate in outdoor activities with a paid activity provider 55% of participants did take part in a paid activity AFTER Adventureland Weekend However 54% of the activity providers feel that the event has either little benefit or no benefit in generating more customers to their business the following April – September 2013

Trade Feedback 88% rated the promotional campaign as either very good or good 100% rated the concept of NIA as either very good or good 80% said that they would take part in NIA 2014

Follow Up Campaign (April – Sept) Outdoor Recreation NI Ezines – 14 – NI Subscribers – 8 ezines – ROI Subscribers – 5 ezines – GB Subscribers – 1 ezine Blogs - 7 Strong Social Media Posts PR Highlights – Sunday Business Post FAM Trip (£170k) – Sunday Times FAM Trip (£145k)

Follow Up Campaign (April – Sept) NITB NITB continued to use outdoor activities to target specific market segments following Adventureland 2013 ROI media fams and press releases generating features ROI press European media fams Consumer promotional shows (circa 100,000 footfall each). Consumer website – A-Z of outdoor activities monthly rotation; May- Strangford, June-Mournes etc New mountain bike page June 2013 Campaigns, inc bespoke Fermanagh campaign – Outdoor, TV ads and online prerolls NI domestic PR – monthly press releases Digital & Social – regular Twitter & FB posts – outdoor activity events, new product and competition prizes. Activity specific monthly blogs

Aims & Objectives Aims: Increase awareness of outdoor activities to the Northern Irish Market Increase awareness of outdoor activities to the Republic of Ireland Dublin Corridor & Border Counties Objectives: ‘Kick Start’ activity season Generate £400,000 PR value Increase targeted consumer data collection and digital footprint Generate repeat bookings for activity providers

Issue/s with Campaign Lack of ROI participants despite 30% of budget being spent here

Tourism Product SegmentMarkets Time TogetherNI, RoI Mature Cosmopolitans NI, RoI Family FunNI, RoI Young & LivelyRoI Great EscapersGB Social Energisers GB Culturally Curious GB

2014 Options 1)Do nothing 2)Do something completely different 3)Continue with Adventureland Weekend with additional tweaks to address the lack of ROI participants

2014 NIA Option 3 Continue with Adventureland Weekend focusing on the NI Market Roll out a dedicated summer campaign in the ROI market

Proposed Dates: 5 th & 6 th April 12 th & 13 th April

Contact Details Beverley Pierson Julie McLaughlin

Registration - Tea & Coffee Welcome & Intro Section 1 - Key Note Speakers  Effective promotion in Republic of Ireland (working title) - NITB  Simple Steps to Social Media (working title) - Charlotte Jess NITB  Practical Steps to Customer Retention (working title) - Private Sector Operator from UK Tea & Coffee Section 2 - Updates  Adventuremark Update - Mike McClure - Sport NI  SkillsActive / DEL Training  Adventureland Update Section 3 – ATF  Working Group Elections  AOB ATF – January 2014