Northern Ireland Tourist Board

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Marketing campaigns

Tourism NI Marketing Campaigns

How you can get involved

Tourism NI promotes Northern Ireland as a visitor destination in both the domestic (NI) and Republic of Ireland (ROI) markets. We target specific market segments based on consumer research who have most interest in and propensity to travel to Northern Ireland.

Our award-winning campaigns are fully integrated and we use the full range of the media mix to communicate our messages, raise awareness and provide a clear call to action to book a short break in Northern Ireland. Each campaign delivers high coverage of our markets and makes a tangible difference.

Tourism NI usually delivers two marketing campaigns each year- Spring & Autumn. For each campaign, we invite the industry to participate, in particular to provide offers to feature in each campaign. These offers will then feature as supporting content on discovernorthernireland.com 

Tourism NI's marketing campaigns were awarded Gold at the Chartered Institute of Marketing (CIM) Marketing Excellence Awards 2012 and in 2014 Best Use of Digital Marketing and the Chair’s Award.

Tourism NI Recovery Campaign- Summer 2020

In response to the Covid 19 crisis, Tourism Northern Ireland will be launching a Recovery Marketing Campaign to support industry, with a focus on key visitor segments in the domestic market in Northern Ireland and Republic of Ireland. This will go live from 30th June* 2020 for 16 weeks, providing maximum exposure for our industry.Tourism NI Spring Campaign.

The recovery campaign will lead with Digital & PR activity first, targeting those who are actively seeking short breaks and offers. Following this initial burst of activity, the campaign will include the full above the line compliment of media channels; running across radio, press, outdoor and will introduce TV from September.

To learn more about the recovery campaign;

*dependant on Government guidelines.

Tourism NI Spring Campaign

Tourism NI recently launched its Spring 2020 Marketing Campaign (February- March 2020) launching our new brand Northern Ireland: Embrace a Giant Spirit to consumers in both NI and ROI markets.

The campaign included TV broadcast, press and digital and social advertisements, alongside suggested 48 hour itineraries encouraging visitors to come to Northern Ireland and to stay longer and experience more.