TNI Marketing Campaign

18 December 2020



Tourism Northern Ireland is providing industry support to help with the marketing of tourism businesses. There are two different ways you can get involved in this campaign, outlined below.

The campaign will take place from February to March 2021. The closing date for entries is now 22nd January 2021. 

The 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.

All participants in this campaign MUST be accredited under the We’re Good To Go scheme. Please ensure you have completed the online registration and received your certificate BEFORE you apply for this campaign. See

Campaign Timetable

The campaign will start as soon as the industry is permitted to re-open in February and will run through to the end of March 2021. All advertising must be completed by 31st March 2021. Themed weeks will not be run as part of this campaign.

A. Online Promotion and Offers

WHO: Hotels, guesthouses, guest accommodation, self-catering, B&Bs, visitor attractions and visitor experiences.

Accommodation participants are asked to provide an overnight rate - added value is encouraged where possible. Visitor attractions and experiences should provide a ticket price or package so that customers can fully understand the value of a break in Northern Ireland. Free experiences are permitted. Flexible cancellation policies are encouraged.

Accommodation offers must be bookable online 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.

All participants must be accredited under the We’re Good to Go Scheme.

B. Co-operative Marketing Fund

WHO: Only those taking part in section A who are willing to fund their own advertising.

The Co-operative Marketing Fund is designed to support your own advertising or PR in the Republic of Ireland and Northern Ireland. If your planned activity meets the criteria, the fund will cover 75% of your costs up to a maximum total payment of £10,000 per industry provider. To take part in the marketing fund you must provide an offer in section A.

Those who wish to avail of this fund should note that:

- Activity and spend must happen between set dates as set out in the online entry form and letter of offer.
- You can use any media or PR channel as long as it is clearly aimed at ROI or NI leisure consumers. Promotion of weddings or meetings is not allowed.
- You must use a tracking code in your advertising (where possible).
- You should use the Embrace a Giant Spirit branding where possible.
- You must commit to spend at least £500 up front to take part. 75% of this can be claimed back.

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, self-catering, B&Bs and visitor attractions 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 recognisable as a distinctively Northern Ireland experience.

Changes from last Campaign

- The maximum claim amount has been increased to £10,000 (subject to funds).
- If you spend all funds early, you may be able to apply again (subject to funds).
- We may withdraw or limit your Offer if we feel you will not claim the full amount.
- The Offer may be withdrawn or limited due to COVID-19 restrictions.
- You must be accredited under the We’re Good to Go Scheme to take part.
- Councils should contact us for advice as there may be another scheme available.

Enter now

Please complete your entry form here by 22nd January 2021. Contact us on 028 9077 6635 if you have any queries.




Changes from last Campaign

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