Visit Belfast’s major Spring campaign in 2014, ‘Lovin’ Belfast’, has attracted a flurry of social media attention, as local people, businesses and visitors all get behind the campaign.

The innovative, on-trend, marketing campaign encourages people to get out and about in Belfast this Spring and be part of the campaign by capturing their favourite moments on camera and sharing online.

The campaign has already secured an estimated 11 million social media impressions with thousands of tweets using the LovinBelfast hashtag. The positive response reflects the current social media ‘selfie’ craze being adopted by celebrities, politicians and sports stars and follows recent research which saw Belfast ranked 29 in a list of the top ‘selfie’ cities in the world, beating London, Glasgow and Brooklyn.

Anne McMullan, Director of Marketing and Communications at Visit Belfast, said “There is no better recommendation than a personal endorsement, which is why this interactive and engaging campaign is designed to showcase Belfast through the eyes of locals and visitors in the lead up to Easter.

“We are delighted at the fantastic response from people keen to join our campaign and personally promote what the city has to offer. With the longer, brighter days ahead there is even more time to enjoy Belfast’s tours, attractions and activities. From shopping and sightseeing, to eating out and nights out, it’s the ideal time to get involved in Lovin’ Belfast.”

The campaign has been launched at a key time, providing a boost to the local tourism industry as the main visitor season approaches, and aims to build on the momentum and success achieved in 2013.

Visit Belfast’s marketing campaigns have successfully delivered a total of 249,000 day and overnight visits from the Island of Ireland in 2013, contributing £39m to Belfast’s local economy and generating 260,000 bed-nights for the city.

The campaign follows research from Belfast Chamber of Trade and Commerce which indicated that retailers were showing positive signs of recovery after a challenging start to 2013.

Paul McMahon, President of the Belfast Chamber of Trade and Commerce, added, “Recent research, carried out by Belfast City Centre Management, showed indications of growth from retailers in the city and also revealed local businesses are more optimistic about expected sales performance for 2014.

“Marketing campaigns like this are a crucial element in driving footfall and spend to the city centre and Visit Belfast’s new Lovin’ Belfast campaign is already gaining momentum and delivering positive results, so I would encourage all local businesses, attractions and venues to support the campaign by getting involved.”

The campaign, which is currently being rolled out across TV, radio, press and digital channels, was developed by Visit Belfast, in partnership with Belfast Chamber of Trade and Commerce with funding support from Belfast City Council.

To join the campaign visit, follow @lovinbelfast on Twitter or use #lovinbelfast

Visit Belfast is supported by strategic partners Translink, Diageo NI and Value Cabs.