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Fiona HannaCommunications Manager

What’s Keeping You?

We recently enjoyed implementing a tongue in cheek campaign to ask the over 50% of people in the Republic of Ireland that had never been North, what’s keeping you?!

Focusing on Tourism NI’s taskforce research & priority segments, we wanted to dispel the misconceptions and show people what they were missing on their doorstep! To do this, we had the pleasure of engaging comedian Neil Delamere as an ambassador. A relatable character that is often laughing his way to Northern Ireland, Neil was able to show people that it isn’t just the accent and quirky phrases that makes Northern Ireland different, it’s the adventures, history, arts, people, food and destination that makes it stand-out.

Firstly, we sent Neil on his own 48-hour road trip to Northern Ireland, shadowed by a videographer. The end result really speaks for itself!

We premiered the video to a buzzing room of media in Fade Street Social in Dublin, driving the social engagement as it was launched across Tourism Northern Ireland’s channels that evening.

During that day, we also had a fun and productive time with Neil, packing his diary with media interviews. From print and online to broadcast interviews, such as Classic Hits to Today FM and RTE with Ray D’Arcy, topping off the day on the couch with Muireann and Martin on the Six O’Clock Show.

Our aim was to inspire people to plan their own Northern Ireland road trip. And as part of the campaign, we also carried out some consumer research to really find out what makes a perfect road trip.

The research revealed that almost three quarters of people use a road trip to spend quality time with friends and family, but really, their ultimate Northern Ireland road trip companion is Hollywood actor Jamie Dornan… We know music to set the scene is essential, with George Ezra in ‘shotgun’ position as almost half of people choosing him as the top artist to be played through the speakers.

So, you have 8 minutes 48 seconds, to be precise, grab a cuppa and have a laugh as Neil Delamere brings you on a whistle stop tour of Northern Ireland…. What’s keeping you?

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