Tourism Northern Ireland | Spring Campaign 2022, launches 17th January

Posted 13 Jan, 2022

Tourism Northern Ireland will launch a new NI Spring campaign on the 17th January in NI and ROI. The integrated multi-media campaign will be promoted across TV, radio, outdoor, press/news brands, digital and social media. It had been hoped to launch earlier in the month, but with uncertainty surrounding the impact of Omicron it was deemed prudent to delay this start and monitor the situation. The Covid situation and any related restrictions will continue to be monitored daily and appropriate steps will be taken if necessary.

An integral part of Tourism NI’s Recovery Strategy, the campaign once again highlights the many ways people can embrace Northern Ireland’s giant spirit through the creative concept of ‘A Small Step to a Giant Adventure’. The campaign encourages people to book a short break in Northern Ireland.

The campaign launches in NI and ROI with creative treatments focused on Natural Quality Seekers/Open Minded Explorers as, according to consumer sentiment research their propensity to take a short break in Spring remains strong. Families continue to be a priority focus in both markets for Spring. A recent review of the ROI segments identified a significant proportion of Active Maximisers with young families. This insight has been considered in the plans. The campaign creative treatment showcases a family experiencing everything a spring short break in Northern Ireland has to offer. Activity has been planned so that the industry can benefit from the Half Term break in February.

TNI will continue to target the Indulgent Relaxers segment as identified by the ROI segment review. This was identified as one of the most lucrative segments to drive short term tourism growth from ROI. A bespoke creative suite and media plan has been developed to deliver consistent, connected, and motivating communications that builds knowledge of what Northern Ireland has to offer and clear and compelling reasons to go for this segment.

The successful interactive platform for Social Instagrammers (NI) and Active Maximisers (ROI) will be live again in both markets, encouraging those segments to create their own Giant Adventure through an interactive platform.

All the activity is supported by the Call to action – “Book your next giant adventure at”.

“We’re Good to Go” also features as research indicates that both NI and ROI visitors still require reassurance during planning and booking.

Working in partnership with the Northern Ireland Hotels Federation, Tourism NI have also launched the NI & ROI Cooperative Marketing Fund to support 75% of industry’s marketing costs. Tourism NI will also continue to align marketing efforts with Councils and DMO’S throughout January to March via the Council/DMO Marketing Fund.

With the official opening of the Game of Thrones Studio Tour at Linen Mills Studios on 4th February, we are in final stages of production of our CGI TV and Video creative, due to go live in both NI and ROI markets in late January.