derry & strabane hallowe’en evaluation november...

Derry & Strabane

Hallowe’en Hallowe’en

Evaluation

November 2016

Derry & Strabane

Hallowe’en Hallowe’en

Evaluation

November 2016

1

Background InformationThe Hallowe’en Marketing Campaign started in July with a Highlights flyer distributed in the City at the Foyle Maritime Festival

We invested a marketing budget of £28,000We invested a marketing budget of £28,000

A detailed marketing campaign mixing online and offline strategies, working with key partners to deliver objectives.

Background InformationThe Hallowe’en Marketing Campaign started in July with a Highlights flyer distributed in

A detailed marketing campaign mixing online and offline strategies, working with key

2

Objectivesffirm the city’s and district’s position and reputation of hosting an unparalleled Hallowe’en carnival throughout Ireland

2. Attract approximately 53,500 to the city to experience the Hallowe’en carnival (increase of over 7% from 2015 attendance figures) It is hoped more visitors will come from ROI, UK and Rest of World based on 30hoped more visitors will come from ROI, UK and Rest of World based on 30

• Target of 40% local, 30% NI, 20% ROI and 10% Other

• Aggressively promoting for short breaks (2, 3, 4 & 5 bed nights)

• Raise awareness in targeted markets

romote Derry and Strabane activities as a joint programme urging people to travel to all events

4. Market the festival as being the #1 ‘Best Halloween Destination’ through the USA Today Readers Poll to national and international me

5. Maintain/Improve upon high occupancy levels from 2015 : Occupancy 2015 the 7days average occupancy rates will be above 80% in both Derry and Strabane

6. Increased visitor spend to be measured through on-street surveys.

Objectivesand reputation of hosting an unparalleled Hallowe’en carnival throughout Ireland

to the city to experience the Hallowe’en carnival (increase of over 7% from 2015 attendance figures) It is hoped more visitors will come from ROI, UK and Rest of World based on 30th Anniversary and ‘Best Halloween Destination’hoped more visitors will come from ROI, UK and Rest of World based on 30 Anniversary and ‘Best Halloween Destination’

Aggressively promoting for short breaks (2, 3, 4 & 5 bed nights)

Derry and Strabane activities as a joint programme urging people to travel to all events

the festival as being the #1 ‘Best Halloween Destination’ through the USA Today Readers Poll to national and international media

upon high occupancy levels from 2015 : Occupancy 2015 – 70%- 30th Oct, 99% 31st Oct, 40% 1st Nov) It is hoped over the 7days average occupancy rates will be above 80% in both Derry and Strabane

3

7. Increase profile of new events in national and international media. on £139,606.68 AVE 2015) Achieve campaign (Over 10% increase)

. Increase unique pageviews / website traffic by 25%

. Increase Facebook likes 25% (currently at 14, 868) along with maintaining a level of engagement on par with previous campaigns of 10% . Increase Facebook likes 25% (currently at 14, 868) along with maintaining a level of engagement on par with previous campaigns of 10%

10. Capture good video footage for social media channels using new techniques such as Facebook live videos

Promote key messages:

AnniversaryCity and District as Europe’s (and the World!) premier Hallowe’en destination –Showcasing key landmarks City as a short break destination ideal for familiesCity of Culture Legacy Derry Strabane Joint Programme

Record event experience and feedback of participants in Derry and Strabane

7. Increase profile of new events in national and international media. on £139,606.68 AVE 2015) Achieve an AVE value of £150,000 over duration of

Facebook likes 25% (currently at 14, 868) along with maintaining a level of engagement on par with previous campaigns of 10% or moreFacebook likes 25% (currently at 14, 868) along with maintaining a level of engagement on par with previous campaigns of 10% or more

good video footage for social media channels using new techniques such as Facebook live videos.

– ‘Best Halloween Destination in the World’

Record event experience and feedback of participants in Derry and Strabane

4

Key Events

• This years festival ran over 4 days in Derry and 3 days in Strabane District

Derry ~ Londonderry

Awakening of the WallsAwakening of the Walls

Haunted Harvest Market

SPARK

Return of Saurus

Guildhall & Tower Museum Little Horrors

Out of this World Street Carnival Parade & Fireworks

Key Events

This years festival ran over 4 days in Derry and 3 days in Strabane District

Derry ~ Londonderry

28th – 30th October28th – 30th October

28th – 31st October




Out of this World Street Carnival Parade & Fireworks 31st October

5

Key Events

Strabane

Castlederg Apple Fair 28thCastlederg Apple Fair 28

Halloween Kids Workshops 29th

All Hail the Saurus 29th

Spook House Panto 27th

Trick or Treat Tours 31st

Family Fun Area 31st

Fireworks Finale 31st

Key Events

Strabane

OctoberOctober

& 31st October

October

– 29th October

October

October

October

6

• Target Markets

Local Northern ROI

Ireland

Target 40% 30% 20% Target 40% 30% 20%

Breakdown

Target Areas Derry Belfast Donegal

Strabane Galway

Coleraine Cavan

Limavady

Target Markets

Local Northern ROI Other

Target 40% 30% 20% 10%Target 40% 30% 20% 10%

Target Areas Derry Belfast Donegal Aberdeen, Belfast, Dublin,

Strabane Galway Edinburgh, Glasgow,

Coleraine Cavan Inverness, Letterkenny

Sligo Liverpool, London,

Dublin Manchester, Preston, Sheffield, (CODA Destinations, Key Web Traffic)

7

Press Activity

Belfast Telegraph Full page Halloween Feature plus

editorial

Daily Mirror Front page strip in the Daily

Marketing Activity Overview

Daily Mirror Front page strip in the Daily

Mirror a strip in the Sunday

Mirror

News 1/4c page ad and editorial

Derry Journal Half Page ad

Londonderry Sentinel Half Page ad

The Big List 1/4c page ad and editorial

Strabane Post 1/2 page ad & editorial

Ulster Rally Programme Full Page

Press Activity

Choral Festival Programme 1/2 page ad & editorial

Primary Times 1/4 page ad & editorialPrimary Times 1/4 page ad & editorial

Strabane Chronicle/Ulster

Herald/ Fermanagh Herald/

Donegal News/ Sligo Weekender

1/2 page ad & editorial in each

paper

Strabane Weekly News 1/4 page ad & editorial

Derry News 1/2 page ad & editorial

Inish Times 1/2 page ad & editorial

Strabane Herald Full page ad plus editorial8

TV Activity

TV3 National Events Guide ( 20 x 10 sec for 7 days)

UTV Pre Roll ad (30 secs) Cold Feet, X Factor, etc

Outdoor Activity

Supersides 10 Derry, 20 Belfast

Billboards & Adshells 1 billboard, 5 adshells, Coleraine,

Limavady, Derry, Strabane

Airporter Buses 3 Airport Buses

Festival Office Vinyls 6 x Window Vinyls

Banners 5 x Clipper Festival (10x3)

5 x Halloween (10 x3)

5 x Strabane (8 x 4)

Waterloo Place Screen Halloween Ad shown 2 – 3 weeks before

Radio Activity

I Radio 43 x 20 secs

Highland Radio

Highland Radio Outside Broadcast – Castlederg Apple

Fair 15 x 20 Seconds (ran the 3 days prior to the Fair 15 x 20 Seconds (ran the 3 days prior to the

broadcast)

Stings 10 Seconds (aired during Outside Broadcast)

Downtown Radio – Derry - Outside Broadcast 31st

October– 18 mentions week of Halloween

BBC Radio Foyle - Compared by Mark Patterson,

interviews, mentions, live videos

9

Digital Activity

Facebook Halloween Derry & Strabane, What’s On Derry & Strabane

Posts & Sponsored Stories

Twitter Halloween Derry & Strabane, What’s on Derry & Strabane

Whats on NI Events Listing, E – Zines, AdsWhats on NI Events Listing, E – Zines, Ads

Donegal Daily Ad & PR

Daily Mirror Front page - target 30,000 page impressions

Irish News Leader board and MPU

Derry Journal/Sentinel MPU – target 5000 impressions

Zine 3 x Ezines

Website Dedicated Web Pages www.derrystrabane.com/halloween

Derry & Strabane, What’s On Derry & Strabane

Halloween Derry & Strabane, What’s on Derry & Strabane

Zines, AdsZines, Ads

30,000 page impressions

target 5000 impressions

Website Dedicated Web Pages www.derrystrabane.com/halloween

10

Print Activity

A5 Highlight Flyers Clipper Festival (5000) Visit Derry Fam Trip & General Distribution (6000)

48 pg Events Programme 25,000 copies

A4 Trifold Leaflet Strabane Events x 5000 copies

Trail Map 10,000 copies

A5 Carnival Care Leaflets 500 copies

A3 Posters 50

Other Activity

Photography Key events covered in Derry &

Strabane

Video & Drone Key events covered in Derry &

Strabane

Research Surveys in Strabane & Derry

Fam Trip & General Distribution (6000)

Fam Trip

Ballybofey, Letterkenny, Omagh

St Georges Market (Visit Derry)

11

Results Achieved

Objective 2015 2016

To affirm the city’s position and

reputation of hosting an unparalleled

Hallowe’en carnival throughout Ireland

Won No 1 Halloween

Destination in the World

USA Today Readers Poll

Halloween festival extended to four days in Derry (

Fri- Mon) and extended in Strabane and District over

three days (Friday, Saturday, Monday).

Attract approximately 53,500 to the

city to experience the Hallowe’en

carnival (7% increase on 2015)

approximately 3000 to Strabane

50, 000 + (Derry)

2908 Strabane

70, 000 + (Derry)

Key events: Awakening the Walls 30,000 over three

days. Guildhall – 16,133 ( 28

Public Ghost Tours – 600 (27

4386 (Strabane, does not include

Newtownstewart events)

Key Events: Spook House: 926,

events: 400, Fireworks: 2500

3. To actively promote Derry and

Strabane activities as a joint programme

urging people to travel to all events

25,000 copies of joint Halloween programme,

advertising and PR made references to events in all

areas

4. To actively promote the festival as

being the #1 ‘Best Halloween

Destination’ through the USA Today

Readers Poll to national and

international media

Our accolade was on all marketing materials and PR

resulting in fantastic occupancy rates and spectator

numbers

Results Achieved

Comments

festival extended to four days in Derry (

Mon) and extended in Strabane and District over

three days (Friday, Saturday, Monday).

Positive press, feedback and spectator numbers confirm the

city's reputation for their Halloween celebrations

Key events: Awakening the Walls 30,000 over three

16,133 ( 28th – 31st), Tower Museum

600 (27th – 31st)

(Strabane, does not include Castlederg,

Key Events: Spook House: 926, Saurus and Town

events: 400, Fireworks: 2500

40% increase – Biggest ever turnout.

15000 Friday

18000 Saturday

18000 Sunday

30000 Halloween Night

46% increase (figures are higher than this as does not take

into account Castlederg, Newtownstewart)

25,000 copies of joint Halloween programme, All

advertising and PR made references to events in all

Geographic distribution of promotional materials

was on all marketing materials and PR

resulting in fantastic occupancy rates and spectator

Featured on Belgian TV and Radio, as well as numerous PR

stories and attracted journalists both this year and next. AVE

Results 15

Objective 2015

5. Maintain/Improve upon high occupancy levels from 2015 :

Occupancy 2015 – 70%- 30th Oct, 99% 31st Oct, 40% 1st Nov)

It is hoped over the 7days average occupancy rates will be

above 80% in both Derry and Strabane

Friday 30th – 70%

Saturday 31st – 99%

Sunday 1st Nov – 40%

Average 80%

Results Achieved

above 80% in both Derry and Strabane Average 80%

Increased visitor spend to be measured through on-street

surveys.

Over 50 % spent £11 -£20 per

person

25% spent £21 – 30pp

Increase profile of new events in national and international

media. on £139,606.68 AVE 2015) Achieve an AVE value of

£150,000 over duration of campaign (Over 10% increase)

Broadcast

Online

£139,606.68

2016 Comments

Fri 28th – 71%

Sat 29th – 98%

Sun 30th – 84%

Mon 31st – 97%

Average – 88%

Extra night due to programming on 2015.

Excellent accommodation rates with 8%

increase on 2015

Results Achieved

Mon 31 – 97%

Average – 88%

£20 per 33% spent £11 -£20 pp

11% spent £21 -£30pp

58 surveys were completed in Derry 2015

93 surveys were completed in Derry in 2016.

Results show decrease in spending from these

respondents

£178,984

£42,143

£100,741

28% increase on Press AVE

No previous figures for Broadcast and Online

AVE

16

Objective 2015

Increase unique page views / website traffic by 25% 80,433

9. Increase Facebook likes 25% (currently at 14, 868) along

with maintaining a level of engagement on par with previous

15,128 likes

9% Engagement (Nov with maintaining a level of engagement on par with previous

campaigns of 10% or more

9% Engagement (Nov

2015) 14, 868 ( Aug 2016)

10.Twitter – set in 2015 154 followers

19k impressions

11 Capture event images and video for use as future marketing

Record event experience and feedback of participants in

Derry and Strabane

58 Derry

30 Strabane

2016 Comments

98,277 22% increase on 2015

16,250 9% increase. The number of likes fell 2%

between Nov 2015 and Aug 2016 due tobetween Nov 2015 and Aug 2016 due to

lack of activity on page. The page should be

kept active all year round to maintain

engagement or use What’s on page instead..

259 followers

27.6K impressions

Increase in followers but again this page

should be kept active all year around to

maintain engagement

Good range of images took both in

Strabane and Derry that can be used in

future years/campaigns

Vital toll to promote the City and District’s

events profile

93 Derry

12 Strabane

Surveys carried out on Sat 29th, Sun 30

Mon 31st (Derry). Due to staffing levels

surveys carried out in Strabane on Monday

31st October 17

• Overview – Performance of Digital Channels

Channel

Website: www.derrystrabane.com/halloween

Social MediaSocial Media

Ezines

Display Advertising

Performance of Digital Channels

Overview

98,277 page views / 76,565 unique

Facebook – Halloweenderrystrabane. Facebook – Halloweenderrystrabane.

Whatsonderrystrabane

Twitter – Halloweends, whatsonds

3 dedicated E – Zines sent out from

Whatsonderrystrabane/Visit Derry/ Tourism

NI/WhatsonNI

UTV Player, WhatsonNI, Donegal Daily, Irish News, Daily

Mirror, Derry Journal, Londonderry Sentinel

18

Key Web Stats

Page

halloween/Homehalloween/Home

/Derry~Londonderry-Strabane-Events/Derry~Londonderry-Events

/Fireworks

Derry~Londonderry-Strabane-Events

An-Awakening-The-Walls-Event

/ City-of-Bones-Street-Carnival-Parade

/Monster-Fun-Fair

/Family-Ghost-Tours-at-the-Tower-Museum

/Strabane-Events

/Haunted-Harvest-Market

Key Web Stats – Page Views

Page Views Unique Page Views

98277 76,565

Pageviews Unique Pageviews

56449 4290456449 42904

Events 6128 2812

5419 4786

4000 3091

3666 3303

2538 2282

2293 2083

1800 1564

1500 878

1415 133119

Page Country

/Subsites/halloween/Home United Kingdom

Key Web Stats – Country of Origin

/Subsites/halloween/Home United Kingdom

/Subsites/halloween/Home Ireland

/Subsites/halloween/Derry~Londonderry-Strabane-

Events/Derry~Londonderry-Events United Kingdom

/Subsites/halloween/Fireworks United Kingdom

/Subsites/halloween/Derry~Londonderry-Strabane-Events United Kingdom


Events/Derry~Londonderry-Events/An-Awakening-The-Walls-Event United Kingdom


Events/Derry~Londonderry-Events/City-of-Bones-Street-Carnival-

Parade United Kingdom


Events/Derry~Londonderry-Events/Monster-Fun-Fair United Kingdom

/Subsites/halloween/Fireworks Ireland


Events/Derry~Londonderry-Events/Family-Ghost-Tours-at-the-Tower-

Museum United Kingdom

Country Pageviews Unique Pageviews

United Kingdom 40913 31003

Country of Origin


Ireland 11190 8373







Ireland 1428 1266


98277 76565

20

259 Followers Hween31

Out of this World and Far Beyond. Hallowe'en Amazing!

Twitter

29,000 impression since

1st September 2016

1063 Total Engagements

since 1st September

116 Link Clicks

Out of this World and Far Beyond. Hallowe'en Amazing!

Hween Derry Strabane @HalloweenDS Oct

Out of this World and Far Beyond. Hallowe'en 2016 -Amazing!pic.twitter.com/PwxCZu6pm8Out of this World and Far Beyond. Hallowe'en 2016 -Amazing!pic.twitter.com/PwxCZu6pm8

21

Facebook• 16,250 Likes

• 542,310 Reach

• 25K Reactions• 25K Reactions

• 1000 Post Shares

128, 012 People Talking about us

• 80 Reviews 4.9 *****

Facebook

128, 012 People Talking about us

22

What's On Derry Strabane E

3 Dedicated Emails Sent Out:October

th October

th October

Sent out to 2944 each time

What's On Derry Strabane E-Zine

Results:

Overall Total Opened: 2771

Overall Click Through: 1433

Click Through Rate Average: 3.1%

24

Display Advertising Display Advertising

40,000 Page Impressions

Features

weeks on the home page featured panel,

x featured articles in What’s On NI weekly newsletter,

Regular Social Media mentions

Event listings highlighted,

Email Marketing

x Dedicated Email

Results: Results:

Display Advertising

Impressions: 71080

Ad Clicks: 179

Ad Server CTR: 0.25%

E-Mail Campaign:

Delivered to: 7,565

No Opened: 1,144

Total Clicks: 4225

•The Irish News

• Start date: 30.09.16

• End date: 06.10.16

Opps to see: 84,795• Opps to see: 84,795

• Clicks: 71

• C:Rate: 0.08%

The Irish News

26

Donegal Daily

Start Date: 16th October

End Date: 31st October

TV3 Events Guide

10 sec ad – 1 week campaign

Viewed: 990,200 Times

Ad Impressions: 323,399

Ad Clicks: 155

Placement Start Date End Date Impressions Booked

SKY 120x60001/10/2016 07/10/2016 30,000

MPU 300x250

TOTAL

TV3 Events Guide

1 week campaign

Viewed: 990,200 Times

Impressions Booked Impressions delivered Clicks CTR

658 1 0.15%

30,049 59 0.20%

30,707 60 0.20%

30,707 60 0.20%

27

UTV Player

Campaign ran month of October

Shown on UTV on Demand before key ITV Shown on UTV on Demand before key ITV programmes

Good Result with higher click through rates than most other campaigns (most of on demand is watched on TV so can’t click through.

UTV Player

28

Advertiser Campaign Web Page Ad Slot Start Date End Date

Derry City Council OCT 2016 ROS Video 01/10/16 30/10/16

UTV Results

Derry City Council OCT 2016 ROS Video 01/10/16 30/10/16

Top programmes

The X Factor

Emmerdale

Coronation Street

Cold Feet

Family Guy

Jeremy Kyle

The Real Housewives of Cheshire

End Date Target Impressions Impressions Served Clicks CTR

30/10/16 41 006 41 000 376 0.93

UTV Results

30/10/16 41 006 41 000 376 0.93%

Top programmes

The X Factor

Emmerdale

Coronation Street

TOWIE

Cold Feet

Victoria

Family Guy

Paranoid

Jeremy Kyle

The Real Housewives of Cheshire

Jamie Oliver Food TubeJamie Oliver Food Tube

• Tourism Ireland via Visit Derry • Tourism Ireland via Visit Derry

brought Jamie Oliver’s Food Tube

Team over to film Kerry Dunlop

bake a Halloween Barn brack loaf in

the Craft Village

• The film was aired on Food Tube on

14th October

• 35,740 views highlighting the City,

30th Anniversary and Halloween

Celebrations 30

Bloggers/Journalists14 International Travel Writers, Bloggers &

Instagrammers from Great Britain, USA, Germany, Instagrammers from Great Britain, USA, Germany,

France, Austria, United Arab Emirates

9 Representatives Brought to the City for a GB

Business Fam Trip

Japanese Clients are Planned for 2017

31

The Guardian Halloween Instagram Story

• Video showing highlights of our Halloween Celebrations

• Shown on Guardian Instagram Page for 24 hours

• Target: 21k – Highest 21k views of anything the G

• has put on Instrgram stories

• Result: 19,000 views with a rate of completion.

Excellent completion result

The Guardian Halloween Instagram Story

Video showing highlights of our Halloween Celebrations

Shown on Guardian Instagram Page for 24 hours

of anything the Guardian

Result: 19,000 views with a rate of completion.

33

TV CoverageFeatured on:

• Belgian French RTBF TV + Belgian

French radio VivacitéFrench radio VivacitéResults:

Radio 130,106 listeners

Web: estimated impression/day: 18,000

TV: 46,613 viewers

• TV3 Ireland AM

• Pamela Ballentine UTV Life

• UTV & BBC News34

Survey Results

Face to Face Surveys carried out in City Centre and

StrabaneStrabane

93 completed in Derry ~Londonderry

12 completed in Strabane

Survey Results

Face to Face Surveys carried out in City Centre and

93 completed in Derry ~Londonderry

35

Survey Results – Strabane

Reasons for Being in the Area

8

0

1

2

3

4

5

6

7

Attending the Halloween FestivalWorking at the Halloween Festival

Strabane

Working at the Halloween FestivalFrom the Media/Trade Visitng Strabane/Derry Other

47

What events have you/do you hope to attend?

3

3.5

0

0.5

1

1.5

2

2.5

Spook House Diwali Halloween Pool

Disco

Trick or Treat

Tours

Childrens

Activities

Story Telling

What events have you/do you hope to attend?

Story Telling Fireworks Saurus Castlederg

Apple festival

Hoolie on the

Hill

48

Please Rate the Following Elements of the Halloween Festival

Quality of Event

Overall Event

0 0.5 1 1.5

Variety of events

Value for Money

Marketing

Atmosphere

Very Poor Poor Average Good

Please Rate the Following Elements of the Halloween Festival

2 2.5 3 3.5

Good Very Good

49

Where did you hear about the Festival?

Local Press Programme Word of Mouth

Where did you hear about the Festival?

Word of Mouth Outdoor Advertising Website

50

Would you attend in Future Years?

Defintely Very Likely Quite Likely Not Sure

Would you attend in Future Years?

Not Sure Quite Unlikely Very Unlikely Definelty Not

51

6

7

8

Who did you attend the festival with?

0

1

2

3

4

5

6

Family Friends

Who did you attend the festival with?

Partner On My Own52

6

7

How much did you spend per person in your party?

0

1

2

3

4

5

Under £10 £10 - £20

How much did you spend per person in your party?

£21 - £30

53

17%

0%0%

Strabane Town Strabane Rural Derry Rural Derry City

Where do you live?

42%

0%0%

Derry City ROI Rest of Northern Ireland Outside Ireland

Where do you live?

41%

54

Summary of 2016 Key StatsAttendance Figures:

Derry: 70,000 + (28th – 31st Oct)Awakening the Walls 30,000 over three days.

Guildhall – 16,133 ( 28th – 31st), Tower Museum Public Ghost Tours – 600 (27th – 31st)

40% increase on 201540% increase on 2015

Strabane: 4386 (28th,29th & 31st) *does not includes Newtownstewart and CastledergSpook House: 926

Saurus and Town events: 400Fireworks: 2500

46% increase on 2015

Occupancy Rates:

• Fri 28th – 71%

• Sat 29th – 98%

• Sun 30th – 84%

• Mon 31st – 97%

• Average – 88%

• 8% Increase on 2015

Summary of 2016 Key Stats• AVE Figures

• Press – £178,984

• Broadcast – £42,143

• Online - £100,741• Online - £100,741

• 28% increase on 2015

• Digital

• Website : Unique Page Views: 98,277 – 22% increase on 2015

• Fantastic Digital PR campaign through DCSDC online assets, Visit Derry, The Guardian, The Irish News, The Mirror, Donegal Daily, What's On NI, Derry Journal, BBC Radio Foyle and International Media

55

Conclusion & Recommendations• The above results show a very successful campaign with key

objectives being met and exceeded

• Recommend that the budget is increased to increase marketing • Recommend that the budget is increased to increase marketing activity and assist with audience development in DCSDC and beyond

• Continue to improve social media engagement, review existing pages and introduce new social media channels for 2017 i.e. Instagram and SnapChat

• Online page views grew by 22%. Recommend for 2017 to use key templates on website to make web pages easier to navigate

Conclusion & RecommendationsThe above results show a very successful campaign with key objectives being met and exceeded

Recommend that the budget is increased to increase marketing Recommend that the budget is increased to increase marketing activity and assist with audience development in DCSDC and beyond

Continue to improve social media engagement, review existing pages and introduce new social media channels for 2017 i.e. Instagram and

Online page views grew by 22%. Recommend for 2017 to use key templates on website to make web pages easier to navigate

56

Conclusion & Recommendations• There was no live stream for 2016 due to budget constraints and time;

this to be considered early in 2017 in order to develop international audiences audiences

• Continue to review marketing opportunities to promote 2017 Derry/Strabane events

• Excellent PR campaign in 2016 to celebrate the 30international coverage and visitors, resulting in excellent AVE figures and occupancy rates

• Fantastic digital support and figures from Visit Derry, linking our event to local, national and international visitors

Conclusion & RecommendationsThere was no live stream for 2016 due to budget constraints and time; this to be considered early in 2017 in order to develop international

marketing opportunities to promote 2017

Excellent PR campaign in 2016 to celebrate the 30th Anniversary with international coverage and visitors, resulting in excellent AVE figures and

Fantastic digital support and figures from Visit Derry, linking our event to local, national and international visitors 57

derry & strabane hallowe’en evaluation november...

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