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Autumn Marketing Opportunities

07 August 2017

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Following two successful previous campaigns, the Northern Ireland Hotels Federation and Tourism Northern Ireland are again targeting the Republic of Ireland market. Tourism Northern Ireland will deliver TV, outdoor, press, social media, PR and digital advertising.

The Federation will assist the industry in supporting this activity and securing direct business from this market. There are three different ways you can get involved in this campaign, outlined below. Using brand new research into the market, the target for this campaign will be Open Minded Explorers, as detailed below.

Open Minded Explorers: The defining characteristic is ‘We’re always interested in unique experiences and discovering new places of beauty & culture.’ This group covers all ages but leans towards 55+. They are interested in short breaks, trying new experiences and enjoy researching options themselves. They respond well to traditional media and enjoy high quality food, spas and connecting with nature.

1. Online Promotion and Offers

Who: Only Graded hotels, guesthouses, guest accommodation and visitor attractions.
What: Online offers promoted widely by Tourism Northern Ireland.
Cost: Free.

All accommodation participants will be asked to provide a standard B&B rate and all visitor attractions to provide a single ticket price so that customers can fully understand the value of a break in Northern Ireland.

In addition, you will have the opportunity to provide an offer which gives the visitor a little bit more. This could be a partnership between a hotel and a visitor attraction or it could be added value in terms of meals or spa treatments. This will be optional. Tourism Northern Ireland may choose to promote the best ideas more widely.

All accommodation offers must be able to be booked online on your own property website and all are subject to availability - you can even use “from” pricing to reflect different levels of demand.

Submit your offer now via ENTRY FORM A on this page.

2. Short Break Brochure

Who: Only NIHF accommodation members, whether graded or not.
What: Printed magazine distributed across Ireland.
Cost: Free.

All accommodation participants will be asked to provide a standard B&B rate and all visitor attractions to provide a single ticket price so that customers can fully understand the value of a break in Northern Ireland.

In addition, you will have the opportunity to provide an offer which gives the visitor a little bit more. This could be a partnership between a hotel and a visitor attraction or it could be added value in terms of meals or spa treatments. This will be optional. Tourism Northern Ireland may choose to promote the best ideas more widely.

All accommodation offers must be able to be booked online on your own property website and all are subject to availability - you can even use “from” pricing to reflect different levels of demand.

Submit your offer now via ENTRY FORM B on this page.

3. Co-operative Marketing Fund

Who: Those taking part in section 1.
What: Marketing fund supporting your own activity in the ROI market across a broad range of media channels.
Cost: 75% funding of your costs.

The Co-operative Marketing Fund is designed to support your own advertising in the Republic of Ireland market. If your planned activity meets our criteria, the fund will cover 75% of your costs up to a maximum of £5000 per industry provider.

To take part in the marketing fund you must provide a price in section 1. Those who wish to avail of this fund should note that:

  • Activity must happen between 2nd October and 30th November 2017.
  • You can use any media channel as long as it is clearly aimed at the ROI market.
  • You must use a tracking code and the sayhellotomore brand in your advertising (where possible).
  • Once you receive a letter of offer, you may proceed to book your activity, paying the media supplier as normal and then claim 75% from the fund with the appropriate supporting documents.

Important Note: We have been oversubscribed on the last two funds but some participants did not claim all of their allocated funds. In order to discourage applications that won’t continue through to completion, we have introduced a £250 penalty charge for those that claim less than 90% of their letter of offer.

Submit your offer now via ENTRY FORM A on this page. 

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