• Summer in Belfast

    The campaign showcases the unique products Belfast has to offer, targeting audiences in the Republic of Ireland.

Summer Campaign 2018

Summer in the City

Visit Belfast, in partnership with Titanic Belfast, Féile an Phobail and seven hotel partners, has launched an exciting summer Republic of Ireland marketing campaign, encouraging a Dublin audience to 'Come See, Play and Stay in Belfast this Summer' with day trips and overnight stays.

The campaign showcases the unique products Belfast has to offer, from the World's Largest Titanic Visitor Attraction, Titanic Belfast to Ireland's biggest community festival and summer school, Féile an Phobail. The campaign will also promote seven bespoke hotel packages from Hastings Grand Central, Hastings Europa Hotel, AC Hotel Belfast, Ramada Encore, Hilton Hotel Belfast and The Fitzwilliam Hotel Belfast to encourage greater numbers of overnight visitors.

The campaign runs from 16 July – 5 August 2018.

Marketing Activity


Leaflet - 85,000

Over 65,000 leaflets have been distributed by An Post to a targeted area of affluent Dublin homes and over 20,000 leaflets to all homes in Dundalk. Download leaflet >>



Outdoor

Animated artwork is displayed on an outdoor digital screen at St Stephen’s Green Shopping Centre, in central Dublin.


Radio
A 30 second radio ad is being aired for the duration of the campaign on LMFM and FM104, leaders in their respective markets in counties Dublin, Louth and Meath.

Social Media Paid Advertising - 1.2 million impressions

Facebook and Instagram paid advertising is targeting the Dublin corridor and border counties, generating approximately 1.2 million social media impressions. Six adverts are promoting Titanic adventures at Titanic Belfast, Ireland's largest community festival, Féile, seven hotel offers and a competition to win a trip to Belfast.

Organic Social Media - 315,000 followers

A range of organic Facebook, Twitter and Instagram posts are being used to promote the various campaign messages from mid-July to mid-August across Visit Belfast's social media channels, targeted 315,000 followers.

Website - 2 million visits per year

A dedicated campaign section at visitbelfast.com/summer features the campaign partners as well as information such as getting to Belfast from the Republic of Ireland. The campaign section is being prominently promoted across the Visit Belfast website during the campaign period to maximise traffic.

Email Marketing - 15,000 emails

A dedicated campaign ezine has been sent to our Republic of Ireland and Great Britain databases, with additional campaign messages included in ezines to our Northern Ireland database. View email >>



Competition

Visitors have the opportunity to win an Energising Trip to Belfast, offering the winner and a friend an overnight stay in the Grand Central Hotel, return transport on the Enterprise train, Titanic Belfast passes, dinner in Novelli at City Quays and passes to Vertigo Indoor Skydiving. The competition is being promoted across Visit Belfast's digital channels and through the campaign leaflet. View competition >>