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Tourism Northern Ireland

Tourism Northern Ireland’s Summer of Sport

Jago worked with Tourism Northern Ireland to create a campaign for the NI market focused on the summer of sporting events taking place in Northern Ireland. We embarked on a highly targeted campaign with engaging media coverage and influencer-driven digital content. The PR campaign was focused on the Dubai Duty Free Irish Open and Women’s Rugby World Cup 2017.

What was our approach?+

The Dubai Duty Free Irish Open provided strong opportunities to engage with the target segments, encouraging them to explore the hidden gems of Northern Ireland, including family-friendly activities, hotels and local restaurants along the Causeway Coastal Route. This was achieved through clickable media content, including online buzz of a U105 radio double-decker bus taken on a ‘Journey of Champions’ from Belfast to the golfing action along the Causeway Coastal Route. This involved a social media competition element to win tickets and free accommodation for the duration of the Irish Open, and an online quiz.

With the Women’s Rugby World Cup 2017, we focused on engaging target segments with outdoor lifestyle messaging and concentrated on family overnight breaks to Belfast. Print and online media revealed the top ‘outdoor gyms’ in NI, led by former Ireland international rugby player, Grace Davitt. We also sparked interest through an arresting PR stunt at Belfast City Hall and radio competition with Q Radio, offering families the chance to win a VIP experience to the Women’s Rugby World Cup.

What was the impact?+

We ignited interest of the domestic NI market, engaging with all media on Tourism NI’s doorstep. Destination PR focused on exploring NI to be part of the unmissable buzz of both the sporting events and the opportunity to book family weekend break. Through strong calls to action driving ticket sales, accommodation in local areas achieved sell out weekends.

There was increased media coverage across the total Northern Irish media landscape of print and online and broadcast coverage was secured on Q Radio, Cool FM, BBC Radio Ulster, BBC Newsline and numerous UTV TV segments including UTV Life. The U105 activity had a combined reach of over 400,000 people and generated almost 30,000 engagements, connecting with the key segments and igniting a desire to book a short domestic break and explore Northern Ireland. Total media coverage exceeded 100 dedicated pieces over a six week period.

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