Beyond the Bridge
Our Giant Opportunity
Tourism NI tested a range of brands within our core markets (NI, RoI, GB, France, Germany, USA) and Northern Ireland – Embrace a Giant Spirit stood out as a the most popular and compelling concept reflecting our history, culture and people.
Tourism NI Chief Executive John McGrillen talks about the launch of the new experience brand, Northern Ireland - Embrace a Giant Spirit.
To gain access to our Embrace a Giant Spirit assets, including experience photography and the brand logo, please ensure you have registered with our media library via this link.
View our guide to Introducing Northern Ireland's new Experience Brand here.
To view the brand guidelines, click here.
This short video shows some of the inspiration behind the creative production. There are interviews with the internationally acclaimed Northern Ireland based artist, Colin Davidson, the Pulitzer prize-winning poet Paul Muldoon and the Oscar-nominated cinematographer Seamus McGarvey.
Our new brand is coming to life through a collection of new and unique experiences. Many more are springing up all over Northern Ireland. Visit embraceagiantspirit.com for more information.
Feature your Experience
If you’ve an experience that you’d like to feature as part of our global Embrace a Giant Spirit brand, get in touch! We’re showcasing the very best that Northern Ireland has to offer to the world, from walking tours and historical homes, to food and drink experiences. Contact our team by emailing firstname.lastname@example.org with details of your experience and any partner organisations involved. Don’t forget to include a bit about yourself, including contact details, and a member of the team will reply to you directly.
Keep up to date
Over the coming months there will be further news and events on Embrace a Giant Spirit. Make sure you have opted in to our mailing list here and select 'NI Tourism News & Insights' and 'Industry Training and Information Systems' to find out more.