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@tourismni.com socialdigitalandvi@tourismni.com
Market Insights ThelatestNISRAstatsreportthattheIslandofIrelandrepresentsoverhalf (57%) ofovernightvisitorstoNorthernIreland.(January –December2024)(NISRA)
In2024(January-December),therewereover4.7millionovernighttripstakenin NI,accountingfor14.9millionnightsand£1.1billionexpenditure.
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 32% MinReachof ofalladults
NorthernIreland
59% MinReachof ofalladults
13,525,418 opportunitiestoseeorhear
7.3M+ DigitalImpressions
7,342,500 opportunitiestoseeorhear
2.25M+ DigitalImpressions
Priority Segments ThisisacrosssegmentcampaignbasedonWave17researchthatallsegmentshave asimilarpropensitytotakeashortbreakthissummer.Formoredetailsonall segmentsplease visitthislink.
RepublicofIreland ActiveMaximisers(33%)
Open-MindedExplorers(15%)
IndulgentRelaxers(11%)
NorthernIreland AspiringFamilies(30%)
NaturalQualitySeekers(15%)
SocialInstagrammers(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 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
Facebook & Instagram
Targeting audience interests, website visitors and page engagers.
Est Reach: 550k+
Video 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”.
TV & Ad Creative VideoAd1-15s
VideoAd1-30s
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:
Derry~Londonderry-w/c25thAugust
Armagh&Down-w/c4 August th
Fermanagh&Tyrone-w/c18 August th
CausewayCoastalRoute-w/c11thAugust
Belfast-w/c28thJuly
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. Onceloggedonclick‘FeaturedCollections’inthe toprighttoaccesstheSummerassetscollection.
NeedHelp?Contact: SarahHannity: s.hannity@tourismni.com
Get Involved in Our Marketing Campaign! Boostyourvisibilitybyincorporatingourreadyto-usesocialmediatemplatesintoyourown marketingactivity.Whetherit’sforstoriesor yourfeed,theseassetsmakeiteasytoshowcase yourspecialoffersandpromotegreatvaluefor moneythissummer.
Keeptheaudiencemotivationsinmind; ROI audiencesaremotivatedbyfunandexcitement &NIaudiencesaredrivenbythedesiretorelax andunwind.
Tailoryourmessagingaccordingly&tagus @discovernitocreateengagingcontentonyour ownchannelsthatwecancurateandshare.
SocialMediaassetsincluding 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.
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
Top 4 things to do today 1. CreateorupdateyourBusinessListingontheDiscoverNorthernIreland website.
2.
DownloadanduseourSummerCampaignPhotography,SocialMedia TemplatesandEmbraceaGiantSpirtbrandbook.
3. Supportthecampaignbyliking,sharing,andcommentingonoursocialmedia posts.Everyinteractionhelpsextendourreachandshowcasethebestofwhat wehavetoofferthisseason.
4.
Shareasummeroffer!Useourtemplatesanddon’tforgettotagus @discovernioruse#MyGiantAdventurewhenpostingonsocialmediasowe canamplifyyourcontentthroughourchannels.
