ROI Campaign - Spring 2020

19 December 2019



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 target for this campaign will be Open Minded Explorers, as detailed below.

Open-minded Explorers: Typically 55+. Like high-quality accommodation, easy to organise short breaks and emmersive experiences.

The campaign will take place from 16th February to 31st March. The closing date for entries is 20th January 2020 and further information is available at

The Spring 2020 campaign will feature the new tourism brand for Northern Ireland. ‘Northern Ireland – Embrace a Giant Spirit’ will communicate a high quality experience to visitors that is recognisable as distinctively Northern Irish. All participants in the campaign are encouraged to use this branding wherever possible. Further details to follow.

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 Sun 16th February - Armagh & Down
w/c Sun 23rd February - Mournes & Strangford
w/c Sun 1st March- Belfast
w/c Sun 8th March - Derry-Londonderry
w/c Sun 15th March - Causeway Coastal Route
w/c Sun 22nd March - Fermanagh & Tyrone

* Dates may be subject to change. Please check with us before booking media.

1. Online Promotion and Offers

WHO: Graded hotels, guesthouses, guest accommodation, visitor attractions and visitor experiences.

Accommodation participants will be asked to provide a B&B offer. Visitor attractions and visitor 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 16th February to 31st March. 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 Embrace a Giant Spirit 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 the new Embrace a Giant Spirit brand, the scheme is also open to experiences that are distinctively Northern Irish, authentic, participatory and bookable online.

Enter now

Please complete your entry form here by 20th January 2020. Contact us on 028 9077 6635 if you have any queries.


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