Tourism NI Launch Holiday at Home Campaign

The call to action “Book your next Giant Adventure at discovernorthernireland.com” allows a 3 week booking period in advance of the indicative reopening date of 24th May. Consumer sentiment research and a review of the media landscape indicate the necessity of getting out into market now before NI residents book to go elsewhere.

An integral part of Tourism NI’s Recovery Campaign, the campaign once again highlights the many ways people can embrace Northern Ireland’s giant spirit through the creative concept of ‘A Small Step to a Giant Adventure’. The campaign will be executed across TV, Radio, Outdoor, Press, PR, Social and Digital from 3rd May and throughout the summer.

The “Aspiring Families” Segment will go live first, in line with consumer sentiment research. The hugely successful campaign that was first shown last summer showcases a real-life family of five enjoying many of Northern Ireland’s tourist attractions and experiences.

This will be followed by our new creative targeting the older Natural Quality Seekers segment and our interactive platform for the Social Instagrammers where they can create their own Giant Adventure. 

Bespoke edits for Belfast and Derry-Londonderry have also been produced, to provide extra support to our cities, which have been particularly impacted by Covid 19.

The Small Step campaign will run alongside a ‘We’re Good to Go’ Campaign, as the research indicates the importance of this in providing reassurance to consumers.

Working in partnership with the Northern Ireland Hotels Federation, Tourism NI have also launched the NI & ROI Cooperative Marketing Fund to support 75% of industry’s marketing costs.