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Finding a unique position as to why tourists should choose you over other destinations to visit in the UK or Republic of Ireland is no easy task. However, in terms of Northern Ireland, this was made even trickier as we had to dispel pre-conceived ideas stopping tourists even putting NI on their radar.
For over six years, RLA helped the Northern Ireland Tourist Board (NITB) drive economic growth from domestic audiences within the short break market locally, in ROI and the UK. Our campaign strategy was based on the fact that NI is easy to get to and easy to get around. In fact, you could visit a city in the morning, play golf in the afternoon on a world class course and stroll along the coast in the evening. So, we developed a fully-integrated marketing campaign, aimed at various audiences looking for different experiences around the strategic positioning of: Your Time, Our Place.
A mix of national above-the-line media and localised tactical campaigns were used to reach our target audience. And the good news is it worked with the number of visitors taking short break holidays improving substantially over the three years of the campaign and the return on investment evaluated at £14 per £1 spent.