MyTourismNI elearning
Discover the vital role of Northern Ireland and Republic of Ireland markets and learn how strategic planning can drive its growth and sustainability.
Tourism NI Marketing Campaign
Tourism Northern Ireland's Spring Marketing Campaign launches in Northern Ireland and the Republic of Ireland on w.c. 9th February and runs until 31st March 2026.
The campaign included TV, Outdoor Advertising, Broadcast Video On Demand, Radio, Press, Social & Digital, Email, PR and Influencer activity to encourage visitors to choose Northern Ireland this Spring.
The campaign showcased a broad range of attractions, experiences and events as well as ideas on where to stay. It built knowledge of what Northern Ireland has to offer and delivered clear and compelling reasons to book a short break.
The Spring campaign focussed on two priority segments, Active Maximisers for ROI and Aspiring Families for NI. ROI’s Indulgent Relaxers & NI's Social Instagrammers also featured as secondary audiences on selected channels
Impact
- The Campaign had an extensive reach of approximately 77% of adults across the Island of Ireland and generated over 100 million opportunities to see or hear the activity.
- In ROI, reached approximately 79% of adults and generated over 73 million opportunities to see or hear the activity.
- In NI it reached approximately 72% of adults and generated over 26 million opportunities to see or hear the activity.
- From a digital perspective, the campaign was forecasted to achieve over 146 million digital impressions, across Meta, YouTube, Display Retargeting and Google Search Ads.
Exclusive Media Discounted Rates for Industry
Tourism Northern Ireland offered industry an opportunity to be in market alongside their activity by enabing them to avail of exclusive discounted advertising rates from select media vendors, making advertising more accessible and better value. The pdf below shows these great value deals.
Toolkit
Market Focus
Republic of Ireland
Active Maximizers:
- Active Maximisers make up 33% of the Republic of Ireland market. They are the largest segment by volume and they take the highest number of breaks to Northern Ireland per annum.
- They’re the youngest segment but a significant proportion of them will have young children.
- They love a packed itinerary. They’re looking for a great destination and will plan around that. They want energetic experiences and unpredictability.
- They’re seeking night life and buzz - but also romantic destinations.
- Active Maximisers are very active on social media and love to share epic experiences on their own channels.
Indulgent Relaxers:
- Indulgent Relaxers make up 11% of the Republic of Ireland market. They are relatively high spending with high intention to visit in the short term.
- They are the segment most likely to take a romantic break as their next break. Indulgent Relaxers are motivated by the opportunity to spend time with family or friends on short breaks.
- They prefer to stay in large comfortable hotels. They love to indulge themselves when on a short break.
- They really enjoy good food and music and are often interested in shopping opportunities while on a short break.
Northern Ireland
Aspiring Families:
- Aspiring Families are the biggest segment in the domestic market. Comprising 30% of the Northern Ireland market, they are twice as big in volume terms as both the Natural Quality Seekers and the Social Instagrammers.
- They have a very strong family focus. Activities are very important including activities to suit children specifically as well as the whole family.
- They love to plan and do a lot of research.
- They are more price sensitive than ever before but are still looking for fun experiences close to home that the whole family will enjoy, including quality food and drink and comfortable, affordable accommodation.
Social Instagrammers:
- Social Instagrammers make up 15% of the domestic market.
- They like to think they have their 'finger on the pulse' and are able to uncover and enjoy what's new, different, worth talking about, often in social media.
- They see short breaks as an important part of life and seek to broaden their minds. They are buzz and atmosphere seekers, that desire great pubs and nightlife.
- They are more likely to use AirBnB and are more keen to get a good deal and engage in activities and less worried about finding great accommodation. However connectivity is very important and access to wifi/4G.
Creative Suite & Campaign Assets
There are a wide range of assets, many of which have been produced in the last 12 months, available to use in the promotion of this campaign. All campaign content can be accessed from Northern Ireland's Content Pool - Spring Campaign.
TV Creative
Understand our Markets
