Embrace a Giant Spirit

Posted 10 Nov, 2019

A number of NITA members were at World Travel Market, on 4th November, and in Belfast on 11th November, to support Tourism NI and Tourism Ireland as they launched the new destination brand that will be used to promote Northern Ireland on the island of Ireland and internationally, with the aim of increasing visitor numbers and ensuring economic impact across all regions. Northern Ireland - Embrace A Giant Spirit will communicate a high quality experience to visitors that is recognisable as distinctively Northern Irish.

Tourism NI worked with some of Northern Ireland’s finest talent in the production of the brand. The logo was designed by internationally acclaimed, Northern Ireland based artist, Colin Davidson with Pulitzer prize-winning poet Paul Muldoon and Oscar-nominated cinematographer Seamus McGarvey also involved in creative content and production.

The brand comprises two important concepts. Firstly, a land built by a Giant Spirit which reflects consumer research and feedback that Northern Ireland is perceived as warm, engaging and big-hearted. It is a land built by pioneers and entrepreneurs with a rich cultural history, reflected through words, music and craft and woven together by a unique elemental beauty. The second concept is an invitation to awaken your spirit based on what is known about what visitors seek out in Northern Ireland, namely, embracing the culture and heritage, connecting, discovering and refreshing.

Commenting on the new brand, Tourism NI Chief Executive John McGrillen said;

“Tourism is a fiercely competitive, global industry and it is crucial that Northern Ireland has prominence both on the island of Ireland, and internationally. We want to transform how prospective visitors perceive our destination and ensure that we deliver on their expectations when they get here”.

Northern Ireland - Embrace a Giant Spirit is an opportunity and an invitation to create economic uplift for everyone involved in tourism, in all parts of Northern Ireland. It will build on the strengths and successes of the last decade to give authentic experiences provided by businesses large and small that will leave our visitors with unforgettable memories”.

“This is a new approach to promoting Northern Ireland tourism that has been tested in our key international markets and roundly endorsed by our industry. I am delighted to join with our partners in Tourism Ireland, who will be responsible for international brand roll out, to launch our own invitation to the world at World Travel Market 2019, the biggest and most prestigious show for the global travel industry.”

To find out how you can embrace the new brand check out the Tourism NI website

Watch the video HERE

Pictured (at top of page) unveiling the brand in London today are Tourism NI’s Chief Executive John McGrillen, Tourism Ireland’s Head of GB Julie Wakley and artist Colin Davidson.