20 Jan 2025
Tourism NI launch Spring 2025 marketing campaign
Tourism Northern Ireland is delighted today to launch its Spring 2025 Marketing Campaign.
The 10-week campaign, which will run until March 31, is underpinned by Tourism NI’s `Embrace A Giant Spirit’ brand.
In Northern Ireland, the campaign will target Aspiring Families, encouraging them to take a small step to a giant adventure, providing inspiration on things to do, places to visit and where to stay.
Influencer and visitor-generated content will be used to inspire the `Social Instagrammer’ segment to also take a short break in Northern Ireland.
In the Republic, the campaign will target Active Maximisers, encouraging visits to Northern Ireland for one giant adventure after another. There will also be activity for the Indulgent Relaxer segment.
Over the coming weeks, the multi-format campaign in NI will reach more than one million adults with 37 million ad impacts and more than 21 million digital impressions.
In the Republic, the campaign will reach more than 2.5 million adults with more than 67 million ad impacts and over 85 million digital impressions.
A fresh new creative suite for Active Maximisers and some innovative media formats will bring the campaign to life across both markets.
In Northern Ireland, TV commercials will feature on ITV, Sky and Broadcast Video On-Demand (BVOD) and will include placements in family-orientated shows including The Masked Singer and Ant& Dec’s Limitless Win.
There will also be a series of radio segments and partnerships with Bauer Media, digital out-of-home and live ad panels at Belfast Grand Central and Lanyon Place Train Station.
There will also be a six-week series of regional specific press activity across daily print media titles as well as online.
In the Republic, the campaign will include TV adverts on both Virgin Media and Sky as well as bespoke Virgin Media travel segments on Ireland AM and the Six O’Clock Show.
The campaign will also sponsor top streamed boxset content for the month of February on RTE Player.
Digital out of home activity, including a high impact Connolly Station tunnel takeover will reach potential visitors in Greater Dublin.
Advertorials and digital content partnerships will run in leading publishers including the Irish Times, Irish Independent and the Irish Daily Mail.
In both markets, the activity will be supported by a range of offers, provided by industry, to showcase the value for money experience which is available right across Northern Ireland.
An industry toolkit is available to help the tourism and hospitality sector maximise benefits from the spring campaign and Tourism Northern Ireland’s wider programme of marketing activity.
Naomi Waite, Director of Marketing at Tourism Northern Ireland, said: “We are delighted to launch our campaign for Spring 2025, to kickstart the season for our industry.
“With our evocative brand `Northern Ireland - Embrace A Giant Spirit’ at its heart, the campaign showcases a range of fun attractions and experiences all over Northern Ireland, and great value accommodation options to suit every budget.
“We have some fresh new creative and innovative media formats to bring the campaign to life, and we have based it all on research and data, to ensure maximum effectiveness.
“Such marketing campaigns play a vital role in stimulating demand in the shoulder season and are created by working with our partners in local councils and industry.”
Watch our new TV ads here –
Further information is available at tourismni.com/marketingcampaign