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Unlocking Northern Ireland: Overcoming Barriers to Tourism Engagement

The 2009 Northern Ireland Tourism Forum focused on addressing the key challenges that hinder visitor engagement. With 62% of holiday visits in 2008 originating from Northern Ireland, and a significant 26% increase in ROI visitors, there’s a vast potential market. Identifying barriers such as perceptions of safety, lack of attractions, and market familiarity was crucial. Campaigns in Summer and Autumn aimed to showcase NI's unique charm, tapping into hidden gems and personal narratives. The successful outreach generated significant interest and revenue, positioning Northern Ireland as a must-visit destination with much to offer.

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Unlocking Northern Ireland: Overcoming Barriers to Tourism Engagement

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Presentation Transcript

  1. NITB Marketing Campaigns Activity Tourism Forum 28th October 2009

  2. Destination Northern Ireland: Not thought about enough, not chosen enough Key Challenge: Identify and overcome the barriers Creating a sense of place for Northern Ireland

  3. Key Barriers – NI & ROI Perceived lack of things to see & do Seen it all before No different to ROI Safety & Security

  4. 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

  5. Core Segments – NI & ROI Young couples Families Empty Nesters

  6. Overcoming the Barriers New NI Brand Uncover stories Experience our awakening Hidden Gems / Icons Regional focus Product focus

  7. 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

  8. Summer / Autumn Campaigns ‘09 Summer Campaign – Targets ROI & International Visitors Autumn Campaign – Targets NI & ROI visitors

  9. New TV Adverts Targeted at 3 audiences Regional / Product focused Fresh / Vibrant & Confident Adapts well to online market Flexible creative approach

  10. Young Couples Advert

  11. Families Advert

  12. Campaign Website Product hotspots for more info and links online

  13. Radio – Activity Focus

  14. Outdoor – Activity Focus Summer 96 Sheet

  15. Outdoor – Activity Focus Autumn 96 Sheet

  16. Press – Activity Focus Summer Press Autumn Press

  17. Press Inserts – Activity Focus Autumn Inserts – NI & ROI Belfast Tele Mirror Sunday Times

  18. Online – Activity Focus Online ads – summer campaign Target – young couples

  19. 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

  20. PR – NI, ROI, GB & International Feature articles in association with CAAN & Industry members Observer – Autumn 09

  21. Moving On Partnership approach Special offers online Dynamic packaging Spring 2010 – CAAN Input

  22. The end!!

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