Belfast Restaurant Week 2016
Belfast Restaurant Week 2016 Marketing Campaign
From Saturday 8 - Sunday 16 October, Visit Belfast encouraged locals and visitors to 'Eat and Drink Belfast' during Belfast Restaurant Week.
Northern Ireland’s Year of Food and Drink is all about getting more people to enjoy our great local produce. Belfast Restaurant Week will shone a light on the city’s growing food and drink industry, and showcased the passion that goes into making, cooking and serving up our world-class food and drink.
The initiative was delivered by Visit Belfast and Food NI, and was funded by Belfast City Council with support from Tourism Northern Ireland. Food NI was responsible for the restaurant recruitment for the event. Visit Belfast overseen the marketing of Restaurant Week activity through a planned programme of promotion across a number of platforms, to promote over 60 events and menus.
Promotional Activity by Visit Belfast
Website - visitbelfast.com/foodBelfast Restaurant Week events and menus were featured in a dedicated web section at visitbelfast.com/food
Restaurant Week Leaflet - 30,000 copiesA leaflet featuring Belfast Restaurant Week events and menus was distributed to consumers through the Visit Belfast Welcome Centre, Tourist Information Centres at both airports, train and bus stations, and Belfast City Council buildings such as Belfast City Hall.
Autumn Campaign Leaflet - 100,000 copiesBelfast Restaurant Week was featured in our Autumn events and festivals leaflet which was distributed to 75,000 households in Dublin and 25,000 copies were distributed at key locations in Belfast including the Visit Belfast Welcome Centre.
Belfast City Guide - 80,000 copiesBelfast Restaurant Week was highlighted in the September - December edition of our Belfast City Guide which was distributed at key locations across the city including the Visit Belfast Welcome Centre.
Outdoor AdvertisingAdverts on billboards and adshels were in key locations in Greater Belfast from 26 September - 9 October.
Radio AdvertisingRadio adverts promoting Restaurant Week ran on Cool FM from 26 September - 9 October, and on U105 from 26 September - 16 October.
Facebook AdvertisingTargeted bursts of paid Facebook advertising in September and October drove traffic to the website visitbelfast.com/food.
Social Media - 255,000 followersEvents and menus were promoted across Visit Belfast's social media platforms, including our dedicated Belfast Restaurant Week channels, targeting 255,000 followers:
- Belfast Restaurant Week (#BelfastRW)
Website promotion - 2.1 million visits per yearBelfast Restaurant Week was promoted across the Visit Belfast website, which receives 2.1 million visits per year. This includes inclusion in our Autumn Campaign website section visitbelfast.com/autumn, What's On section and main website homepage.
Email Marketing - 150,000 email communicationsBelfast Restaurant Week was featured in a number of consumer ezines in September and October, including two dedicated ezines featuring all Restaurant Week events and offers.
Digital Display Screens in Visit Belfast Welcome CentreBelfast Restaurant Week was featured throughout the Visit Belfast Welcome Centre, on our various information screens, front window screen, large video wall and event island screens.
Big Screen at Belfast City HallAn advert featuring Belfast Restaurant Week was included on the Big Screen outside Belfast City Hall.
Marketing activity was supported by PR activity, including press releases issued to local press throughout Northern Ireland.