‘Northern Ireland Embrace a Giant Spirit’ campaign in GB

Posted 03 Sep, 2021

Tourism Ireland have launched a £5 million campaign to promote Northern Ireland in GB. The campaign will be seen by millions reaching at least 80% of adults in GB.

It will generate demand now and drive bookings for short breaks and holidays in Northern Ireland over the coming months.

The extensive campaign will include advertising on major TV channels and on catch-up TV sites; digital outdoor advertising at 500+ locations across GB; ads on popular digital and social channels; a new partnership with The Guardian; promotions with the influential travel trade; as well as a busy programme of publicity.

Activity is running under the banner ‘Northern Ireland – Embrace a Giant Spirit’

Get Involved

Tourism Ireland are currently looking for offers for GB to support the Northern Ireland campaign in the GB market. Below are details of the comprehensive activities that will be rolled out over the next few months.

This is an ideal opportunity to promote your offers at a time when GB holidaymakers are actively planning or booking travel closer-to-home. The GB Northern Ireland Embrace a Giant Spirit campaign will go live at the end of August so offers must be available as soon as possible to book online.

Tourism Ireland are seeking offers that not only give the GB holidaymaker compelling reasons to book, but offer great value, flexibility and that extra touch of ‘wow’ that they can’t wait to tell others about!

Click here to find out what you need to submit an offer.

Great offer examples include:

  • Flexibility: Fully refundable, rebookable options that enable cancellation or amendment without penalty and help remove the barriers to booking.
  • Wow Factors: Quirky, unusual, accommodations, experiences or activities – showcasing your USP’s
  • Value for Money: Strong lead-ins and discounts (e.g. £/% off, 2 for the price of 1, children go free, complimentary bike hire / walking tour / picnic / prosecco on arrival etc.
  • Added value / Combination Offers: e.g. bundle-up experiences with local partners, e.g. hotel + attraction, restaurant + activity provider *N.B. Must be bookable as one combined offer.
  • Memorable Indulgent Treats: food & drink offers, room upgrades, exclusive hidden gems

Campaign Details

TV and video-on-demand advertising

  • Tourism Ireland’s Northern Ireland TV ad will run during the period 1-19 September, airing on major channels like ITV, Sky, Channel 4 and Dave. The ad will be seen by 12.8 million people across GB. Click here to view the ad.
  • The ad will also run on Video on Demand TV and on catch-up TV sites, reaching an additional 5.6 million people.

Outdoor advertising

  • Digital outdoor ads will run on panels at more than 500 locations across GB during the period 20-30 September – in bus shelters, city pedestrian shopping areas, railway stations and on the roadside.
  • Locations will include six ‘feature’ sites in the key cities of London, Manchester, Liverpool, Birmingham, Edinburgh and Glasgow – with really high impact ads highlighting holidays in Northern Ireland.

Digital and social advertising

  • Ads on digital and social channels will run during the period 3 September-17 October. They will run on a range of popular sites such as BBC Good Food, The Independent, Daily Mail, The Sun and Metro. This element of the campaign will deliver 64 million impressions (opportunities to see) and 13 million video views.

New partnership with The Guardian

  • Following previous successful partnerships, Tourism Ireland will once again roll out a major digital campaign with The Guardian during the period 1 September-26 October. It aims to inspire a desire for a holiday or short break to Northern Ireland, offering interesting, entertaining and informative content to readers of The Guardian.
  • This element of the campaign is expected to reach 2.6 million people.
  • A key element of the partnership involves two videos, created in spring 2021, showcasing what Northern Ireland has to offer through the lens of two celebrities, Saoirse-Monica Jackson (best known for portraying Erin Quinn in Derry Girls) and broadcaster Eamonn Holmes, who front the videos.
  • The partnership with The Guardian will also include the following:
  • a bespoke Northern Ireland page on The Guardian website;
  • online ads on the lifestyle and travel section of The Guardian website to drive readers to the bespoke page; and
  • posts on the social channels (Twitter and Facebook) of The Guardian – and on Tourism Ireland’s social channels – to highlight the content.

Co-operative marketing with carriers and online travel agents (OTAs)

  • Campaigns with key carrier partners and online travel agents (OTAs) will focus on driving travel to Northern Ireland over the coming months, highlighting ease of access and the good value on offer.
  • Activity is either under way or in the pipeline with Loganair, easyJet, P&O Ferries, Stena Line and British Airways; and with TripAdvisor,, Expedia and

Advertorials promoting Northern Ireland to the GB travel trade

  • Advertorials will highlight Northern Ireland to tour operators and travel agents in publications like Travel Weekly and TTG.
  • The articles will deliver a reassurance message (including the “We're Good to Go” industry standard implemented by tourism and hospitality businesses across Northern Ireland). They will also highlight great city breaks in Northern Ireland, as well as our spectacular coastline and wide open spaces.

Pilot initiative with Albatross Travel

  • Tourism Ireland, in partnership with Tourism NI, has developed a pilot initiative to assist in the recovery of coach and group tour business from GB to Northern Ireland.
  • Working with Albatross Travel (an important coach tour wholesaler, specialising in group travel in the UK and around Europe), the initiative involves a value-added voucher promotion, to incentivise new coach tour business to Northern Ireland.
  • On day one in Northern Ireland, each person in the tour group will receive a £20 voucher, which can be spent at a wide range of outlets. Tourism Ireland and Tourism NI will co-fund the cost of each voucher i.e. £10 per organisation per visitor.
  • The aim is to drive new business – with the GB coach tour operators having an incentive to book more of their business to Northern Ireland.

Publicity spotlight

  • Tourism Ireland’s publicity drive continues this autumn, targeting national and regional print, broadcast and online media and influencers around GB, with positive stories about Northern Ireland.
  • Tourism Ireland has invited leading GB journalists to visit Northern Ireland over the coming months, including The Guardian and BBC Radio Berkshire. Recent visits by GB journalists have helped generate significant positive coverage about Northern Ireland – reaching millions of readers across GB in major titles like The Times, The Independent, The Scotsman, Travel Weekly and The Guardian.
  • Tourism Ireland – in conjunction with Tourism NI – supported the production of a new four-part TV series, presented by Siobhan McSweeney (best known for her role as Sister Michael in Derry Girls). Called Exploring Northern Ireland with Siobhan McSweeney, the series began airing on More4 on 12 August. Episode one featured Strangford Lough and Belfast; episode two featured the Mourne Mountains and Armagh; episode three was filmed along the Causeway Coastal Route and in Londonderry; and episode four was filmed in Fermanagh and the Sperrins.
  • Tourism Ireland also supported the production of a new season of the popular TV series The Car Years, which began airing on ITV4 in July. With an estimated 1.5 million viewers per episode, the entire eight-part series was filmed in Northern Ireland. Each week, viewers have been seeing various classic cars put through their paces on some of the most picturesque driving routes in Northern Ireland – including the Causeway Coastal Route and the roads in the Mournes.