Tourism Ireland Rolls Out New GBP 4 Million Promotional Campaign

Publish Time:2023-02-15 17:09:10Source:NI Travel News

【Introduction】:Tourism Ireland has launched a GBP 4 million, multi-media promotional campaign, to boost travel from GB to Northern Ireland over the coming months. The campaign will be seen by an estimated 8.6 million people and will generate demand and drive bookings for short breaks and holidays in Northern Ireland.

Tourism Ireland has launched a GBP 4 million, multi-media promotional campaign, to boost travel from GB to Northern Ireland over the coming months. The campaign will be seen by an estimated 8.6 million people and will generate demand and drive bookings for short breaks and holidays in Northern Ireland.

Following the success of its 2022 campaign, Tourism Ireland is rolling out a new 'Embrace a Giant Spirit / Green Button' campaign this spring. The extensive campaign includes advertising in cinemas and video-on-demand; digital outdoor ads on hundreds of sites across GB; ads on popular digital and social channels; co-operative promotions with airlines and ferry operators serving Northern Ireland; as well as a busy programme of publicity. The campaign also includes new partnerships with The Telegraph and with The Times and The Sunday Times in Scotland.

Judith Cassidy, Tourism Ireland's Acting Head of GB, said: "We are delighted to unveil our new GBP 4 million campaign to promote Northern Ireland in GB this spring. The campaign will reach around 8.6 million people – highlighting our spectacular scenery, great cities and the many things to see and do right around Northern Ireland. As we continue to rebuild our tourism business from the all-important GB market, our aim is to remind prospective visitors that Northern Ireland is the perfect destination for a short break or holiday. Tourism Ireland will be pulling out all the stops to drive as much business as possible to Northern Ireland over the coming months."

Highlights of the campaign include:

Video-on-demand (VOD) advertising

Tourism Ireland's 30-second Green Button / Embrace a Giant Spirit ad is running on broadcast video-on-demand, reaching millions of 'culturally curious' holidaymakers around GB. Ads are on ITV Hub, STV, 4 on demand and the Sky network.

Cinema advertising

Ads are also running in cinemas across GB. Cinema-goers – and potential holidaymakers for Northern Ireland – are seeing the ads before blockbuster films showing in cinemas during 'Oscars season'.

Outdoor advertising

Large digital outdoor ads are prominent right now in London, Manchester, Birmingham, Liverpool, Edinburgh, Glasgow, Newcastle and Bristol. Outdoor ads can also be seen at over 200 other sites across GB, including at bus stops.

Digital and social advertising

Extensive video advertising is running on popular digital and social channels, including Facebook, Instagram, TikTok and Pinterest. These ads will encourage potential visitors to visit the Northern Ireland pages on Tourism Ireland's website, Ireland.com, as well as the websites of tourism industry partners.

Co-operative promotions

Tourism Ireland is undertaking co-operative promotions with the airlines and ferry companies which operate routes to Northern Ireland – including easyJet, Ryanair, British Airways, P&O Ferries, Stena Line, Flybe and Loganair. Activity includes a mix of radio, outdoor, print, digital and social advertising, as well as email marketing – highlighting the ease and convenience of access from a range of departure points across GB, the many things to see and do in Northern Ireland and the good value fares on offer.

Tourism Ireland is also partnering with Skyscanner, promoting Northern Ireland to people researching their next short break to competitor destinations; and with TripAdvisor, to create two podcasts featuring well-known personalities talking about their road trips around Northern Ireland.

Media partnerships

Tourism Ireland has partnered with The Telegraph to develop new and interesting content around the theme 'Little Stories, Big Spirit' – which includes new video, editorial and social media content showcasing the beauty and spirit of Northern Ireland. Activity includes a 90-second video starring former rugby player Rory Best visiting some of his favourite places in Northern Ireland. Tourism Ireland and The Telegraph will also work with popular social influencers, encouraging them share the content to their followers.

In Scotland, Tourism Ireland has partnered with Scottish editions of The Times and The Sunday Times, to highlight quick and easy access from Scotland to Northern Ireland. Activity includes print and online ads, a four-page wrap around the travel section of The Times and a four-page insert in The Times, as well as a dedicated Northern Ireland page on thetimes.co.uk. The content includes tips for city breaks, as well as road trip suggestions with great ideas for the great outdoors, soft adventure, visitor attractions, food and drink hotspots, great music venues.

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