Belfast Go Explore Campaign

About the campaign

Visit Belfast launched an innovative international marketing campaign - Belfast Go Explore - which was been made possible by funding support from the GREAT UK Challenge Fund.
 
Utilising 360º virtual reality technology, Belfast Go Explore featured a free Virtual Reality (VR) mobile app which takes users on an immersive tour around the city from the perspective of a visitor. Visit Belfast is among the first in the tourism industry to adopt this new technology, which distinctively blends 360º live-action footage with computer-generated graphics.

As well as the VR app, the campaign also featured two videos – one in French and one in Spanish – which can be viewed below.
 
In the app and videos, users and viewers join Marta from Spain and Elodie from France, both of whom live in Belfast, on a tour of "their Belfast", immersing the viewer in the sights, history, culture and nightlife of the city from their perspective.

Developed and co-ordinated by Visit Belfast, Belfast Go Explore was launched in Paris and Barcelona with the support of delivery partner Tourism Ireland.

Targeting the youth markets in the two cities, the campaign aimed to position Belfast as a culturally diverse, new and exciting place to visit and study.

Our campaign aimed to change perceptions of Belfast and generate interest from potential visitors, with the objective of influencing 40,000 bed-nights, which in turn could generate £3.4m of economic benefit to Belfast.

The campaign was supported by extensive digital and social media advertising and PR activity, including press, trade and blogger events, in the French and Spanish markets. 5,000 of our Belfast branded virtual reality viewers were also made available in the target markets.

Download the app

The Belfast Go Explore VR 360 app is free to download from the Google Play Store and Apple App Store and is compatible with a number of different smartphones - we recommend using Samsung Galaxy S5, S6, S7 and Alpha or iPhone 5 and 6 for the best user experience.

   

Belfast Virtual Reality Viewer

The Belfast Go Explore VR 360 app, and other virtual reality apps, are best viewed through a virtual reality headset and, as part of our campaign, we developed a Belfast branded virtual reality viewer, inspired by Google Cardboard.

WIN! Enter our prize draw for your chance to win a Belfast virtual reality viewer >>


Videos

Explore Belfast with Elodie from France


Explore Belfast with Marta from Spain


Example campaign visuals

The Belfast Go Explore campaign is being promoted across Tourism Ireland's visitor website ireland.com in France and Spain, their French and Spanish social media pages and digital display advertising on various websites, networks and social media platforms.