Tourism Northern Ireland
Serving Up Autumn Escapes
Jago worked with Tourism Northern Ireland to deliver an Autumn focused campaign, promoting the Northern Ireland experience to visitors from the Republic of Ireland. The challenge was to support Tourism NI’s overarching future growth strategy for the ROI market by reaching and inspiring the new priority segments. The aim was to connect with the key consumer segment, encouraging the booking of a short break in Northern Ireland.
What was our approach?+
We honed in on the psychology of booking a short break in a new place, tailoring content for the defined consumer segment to drive overnight stays within the target market.
We utilised a range of proven PR and creative media tactics and delved into new market research to understand key motivators and developed a calendar of drip-feed features around these.
The Autumn campaign led with leading national and NI-born psychologist Geoffrey Beattie in an ambassador role. This was maximised through an inspiring event with media, accompanied by print, broadcast and online interviews. We developed a quality over quantity approach and a completely refreshed focus, creating destination PR with greater strategic foundations and narrative.
What was the impact?+
Our work successfully inspired Republic of Ireland media to reach the desired target markets. We achieved highly targeted and engaging media coverage and influencer content that inspired, differentiated, educated and informed the target segments.
There was increased qualitative coverage across the media landscape. The Autumn campaign gained coverage in media outlets and in-depth radio interviews. Broadcast coverage also included numerous features on leading Irish TV broadcasters, with key messages of discovering hidden Northern Irish gems being included across all platforms. All coverage was amplified socially and integrated larger advertising campaign elements, driving the target market to book a short break in NI this autumn.