Carrier Campaigns GB
Visit Belfast’s approach to campaign activity is focused on direct access cities and those segments and regions that have the strongest prospects for visitor number and revenue growth in the short term. Partners have the opportunity to buy into campaign activity from as little as £5k. Our aim is to increase market share of city break and overnight visitors from Great Britain and key European city markets. Campaigns can also be supported by partners who provide competition prizes, special offers, deals and packages.
Our 2016 Carrier Campaigns in GB include:
Aer Lingus | April & September '16 - London
Co-op campaigns with Aer Lingus, supported by Tourism Ireland, were promoted in both Spring and Autumn. These campaigns both ran across radio and digital channels in the Greater London region, targeting the social energiser segment to drive weekend city breaks. Digital activity included targeted Facebook advertising with the messaging tweaked appropriately for the seasons.
Flybe | September ‘16 - Southampton Airport Competition
Flybe partnered with Tourism Ireland and Southampton Airport to promote its Southampton to Belfast route. By holding a Facebook competition and utilising radio, outdoor, digital and social media, the campaign targeted young adults under 45 across Manchester, Liverpool and Birmingham. Utilising the mixture of media formats, created a layered campaign that was exposed to the target audience of couples, friends and young families multiple times as they went about their daily lives. Visit Belfast worked with partners to source prize elements, which included Flybe flights to Belfast, 2 nights B&B at the 4* Park Avenue Hotel, a Game of Thrones tour with Game of Thrones Tours Ireland, a city sightseeing tour with City Tours Belfast, tickets for the Titanic Belfast experience & a sumptuous dinner at Marco Pierre White Steakhouse Bar & Grill.
Flybe | June & November ‘16 - Scotland
In June, a co-op campaign with Flybe, supported by Tourism Ireland promoted Belfast as a vibrant summer city break destination with the strong tagline ‘Find Your Belfast’. Targeting visitors from Edinburgh & Glasgow, this integrated campaign included radio, outdoor, digital display and social media advertising. The message will be re-enforced again in November with a 'Find You Belfast this Christmas' message.
P&O | October ‘16 - Scotland
A co-op campaign with P&O, supported by Tourism Ireland, was launched in October with an autumnal focus. This was a two-part promotion that involved competitions on Heart Radio and a wider market awareness campaign delivered across multiple platforms.
- Heart Radio Competition
The radio competition offered listeners of Heart Scotland the chance to win a different themed return trip to Northern Ireland, every day for 5 days. Each prize consisted of return tickets for two people on P&O Ferries (Cairnryan to Larne) including their car, accommodation for 2 nights B&B in a 4 star hotel, an evening meal, and a themed activity. The competition had a week of pre-promotion on Heart, with a daily phone-in question that was relevant to the prize theme.
- Glasgow / Edinburgh Campaign
The campaign is delivered across Glasgow and Edinburgh to encourage people to take the ferry from Cairnryan to Larne, and enjoy a short break to Belfast this Autumn/Winter. The activity is predominantly focused on city breaks to Belfast, and also highlights that from Belfast you can easily travel up the Causeway Coastal Route. This campaign ran across outdoor, press, radio, and digital channels, targeting a wide audience from families and empty nesters, to culture vultures, independent explorers and social energisers.
Stena Line | November ‘16 - Scotland
A co-op campaign with Stenaline supported by Tourism Ireland, was promoted in November. This campaign included radio, press ad and digital display adverts, focusing on a one night break in autumn. We highlighted a ‘ferry and hotel’ deal, and incorporated the ‘Find Your Belfast’ theme from our autumn campaign.