ROI Campaign - Autumn 2019
29 July 2019
ACTIVATING THE REPUBLIC OF IRELAND MARKET FOR ACCOMMODATION
PROVIDERS, VISITOR ATTRACTIONS AND FOOD & DRINK EXPERIENCES.
A partnership programme funded by Tourism Northern Ireland.
Delivered by Tourism Northern Ireland and Northern Ireland Hotels Federation.
Tourism Northern Ireland and the
Northern Ireland Hotels Federation 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 two different ways you can get involved in this
campaign, outlined below.
The significant investment
by TNI will lead to increased website traffic - think about
how you can use your offers to capture a sale from this
traffic.
The target for this campaign will be Open to Ideas, as
detailed below.
Open to Ideas: This group covers all ages but leans towards
35+. They are couples or friends who want inspiration for
itineraries but like to plan their own activities.
The campaign will take place from 9th September to 15th
November. The closing date for entries is 19th August and
further information is available at nihf.co.uk.
Campaign Media Plan
Details are being finalised on the overall
media plan but it is proposed to run a series
of themed weeks throughout. These are
set out below. Participants are encouraged
to use these dates to tailor their own
activities.
w/c 9th September - Belfast
w/c 16th September - Armagh & Down
w/c 23rd September - Fermanagh & Tyrone
w/c 30th September - Derry-Londonderry
w/c 7th October - Causeway Coastal Route
w/c 14th October - Mournes & Strangford
w/c 21st October - Belfast
* Dates may be subject to change. Please
check with us before booking media.
1. Online Promotion and Offers
WHO: Graded hotels, guesthouses, guest
accommodation and visitor attractions.
Registered food & drink experiences.
Accommodation participants will be asked to
provide a B&B offer. Visitor attractions and
food & drink experiences should provide a
single ticket price so that customers can fully
understand the value of a break in Northern
Ireland. Free experiences are permitted.
Accommodation offers must be bookable online
on your own property website and all are
subject to availability. You must provide a live
booking link as part of the application process.
Tickets should be bookable online where
possible as this has been proven to be most
attractive for customers.
The most successful participants in previous
campaigns have developed bespoke landing
pages with visitor information content and
itinerary ideas. We encourage you to consider
this if possible.
A landing page also allows a bespoke offer or
experience to be created that is not visible to
your regular vistors.
2. Co-operative Marketing Fund
WHO: Only those taking part in section 1
who are willing to fund 40% of costs.
The Co-operative Marketing Fund is designed
to support your own advertising in the
Republic of Ireland market. If your planned
activity meets the criteria, the fund will cover
60% of your costs up to a maximum payment
of £5000 per industry provider.
To take part in the marketing fund you must
provide an offer in section 1.
Those who wish to avail of this fund should
note that:
Activity and spend must happen between 9th
September and 15th November 2019.
You can use any media channel as long as it is
clearly aimed at the ROI market.
You must use a tracking code in your
advertising (where possible).
You should use the Taste the Island branding
where possible.
There is a minimum spend of £500 (before
subsidy) to take part in this campaign.
Important Note: Only apply for what you
can spend (ex-VAT). If you don’t spend your
allocation, other people lose out.
Who can take part?
This campaign is open to all hotels,
guesthouses, guest accommodation and
visitor attraction providers graded by Tourism
Northern Ireland. If you are not currently
graded, contact us for advice. To support Taste
the Island, the scheme is also open to food
and drink experiences that have registered
with Tourism Northern Ireland.
Enter now
Please complete your entry form here by 19th August 2019. Contact us on 028 9077 6635 if you have any queries.