nitb marketing campaigns activity tourism forum 28 th october 2009
TRANSCRIPT
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NITB Marketing Campaigns
Activity Tourism Forum28th October 2009
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Creating a sense of place for Northern Ireland
Destination Northern Ireland:Not thought about enough, not chosen enough
Key Challenge:Identify and overcome the barriers
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Key Barriers – NI & ROI
• Perceived lack of things to see & do• Seen it all before• No different to ROI• Safety & Security
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Market size / importance
• NI – 62% of all holiday visits in 2008• ROI – 155k holiday visitors 2008
increase of up 26 %• Total ROI visitor spend - £50m
• ROI market potential huge – 4.4m home holidays in 2008
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Core Segments – NI & ROI
• Young couples • Families
• Empty Nesters
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Overcoming the Barriers• New NI Brand• Uncover stories
• Experience our awakening• Hidden Gems / Icons• Regional focus• Product focus
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The Outcome
Northern Ireland Explore More• A unique destination
• Untapped, unwrapped with a lot to see & do in a concentrated area
• Safe place to be – familiar but adventurous
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Summer / Autumn Campaigns ‘09
• Summer Campaign – Targets ROI & International Visitors• Autumn Campaign – Targets
NI & ROI visitors
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New TV Adverts
• Targeted at 3 audiences • Regional / Product focused• Fresh / Vibrant & Confident• Adapts well to online market• Flexible creative approach
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Young Couples Advert
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Families Advert
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Campaign Website
Product hotspots for more info and links online
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Radio – Activity Focus
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Outdoor – Activity Focus
Summer 96 Sheet
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Outdoor – Activity Focus
Autumn 96 Sheet
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Press – Activity Focus
Autumn PressSummer Press
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Press Inserts – Activity Focus
Autumn Inserts – NI & ROIBelfast TeleMirrorSunday Times
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Online – Activity Focus
Online ads – summer campaign Target – young couples
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Evaluation – Summer 09
• 86% of ROI population recalled campaign• 55% though it changed how they felt
about NI•89% said NI ‘worth a visit’
• 63% thought it showed NI as unique & distinctive
• Generated addition 49k visits• Generated £10.6m
• Return on investment £1:£13
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PR – NI, ROI, GB & International
Feature articles in association with CAAN & Industry members
Observer – Autumn 09
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Moving On
• Partnership approach• Special offers online• Dynamic packaging
• Spring 2010 – CAAN Input
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The end!!