Northern Ireland Tourist Board springs into action
Staying at home is the new going abroad. That’s according to the Northern Ireland Tourist Board (NITB) which revealed a significant hike in the number of domestic and Republic of Ireland short breaks last year.
New figures show that visitor numbers from the South rose by 39%, pumping £67m into the economy. The number of Northern Ireland residents vacationing here rose by 13%, resulting in £190m being spent locally.
Launching its new £1m spring campaign today, NITB urged holidaymakers to look no further than their own doorstep for short getaways.
Its chief executive Alan Clarke said the key to success was making the most of the current economic situation by offering visitors unique and compelling reasons to stay at home.
“Last year’s autumn campaign generated a return on investment of £23 for every £1 spent. We are hopeful that this year’s campaign can improve on that.
“The campaign will be rolled out across Northern Ireland and the Republic to encourage people to visit different areas of Northern Ireland, stay longer than before and take advantage of the huge range of things to see and do, as well as the great value that we can offer.”
The spring campaign features a variety of locations, attractions and products from all over Northern Ireland. Running from now until the end of March, it features an extensive media mix including TV, radio, outdoor, press and online advertising as well as PR and promotions in key shopping centres.
In addition the campaign will also feature at all of Ireland’s home games in this year’s Six Nations championships – with advertising both pitch side and on the big screens at Croke Park.
Once again, the television advert features the song ‘Long may you reign’ which was written and performed by John Shelley and the Creatures, a group of Queen’s University music technology graduates.
One of NITB's spring campaign ads
As part of the spring campaign, the NITB’s website also contains lots of special short break offers at a range of hotels, guest houses and self-catering accommodation around Northern Ireland. www.discovernorthernireland.com is designed to help people explore Northern Ireland with information and details on a wide range of attractions and events. Spring accommodation offers start from as little as £79 per person sharing for a two-night 4 star hotel break including dinner.*