This summer, we’re inviting visitors to experience Belfast like never before. The campaign will highlight the very best the city has to offer from vibrant festivals that celebrate local culture and creativity to stunning outdoor spaces and eclectic food and drink. Whether you’re a first-time visitor or rediscovering the city, this season there’s something around every corner.
Th audiences that have been targeted for this campaign include “Active Maximisers” and “Indulgent Relaxers” for the NI market and ”Aspiring Families” and “Social Instagrammers” for the ROI market.
Campaign Phases:
Phase 1 (28th July – 31st August): Targeting visitors from Northern Ireland, encouraging local discovery and overnight stays.
Phase 2 (28th July – 14th September): Expanding to the Republic of Ireland market, positioning Belfast as a must-visit spring destination, tapping into content partnerships across Social to enhance reach.
Campaign Strategy
This campaign will be rolled out across outdoor, radio & Spotify and digital cannels.
Outdoor:
ROI:
- Digi-Shelters: Roadside digital portrait screens targeting Dublin City Centre and key arterial feeder routes across affluent Dublin suburbs.
- 48 Sheets in Key Dublin locations
- Dublin Aircoach
NI:
- Adshel Live and Billboard Live across Northern Ireland
- Platform digital screens in Newry, Carryduff and Ballymena
Radio / Spotify:
ROI: Focusing on media central stations including News Talk and 98FM and Digital Audio focused to BCC Audio and Audio XI
NI: Targeting Bauer media, Q Radio Group and U105 and Spotify
Digital:
ROI: Targeted Ad Pause on Virgin Media Player, Digital Display, Programmatic and YouTube advertising targeted to travel interested audience
Campaign Assets
