Naomi Waite Director of Marketing, Tourism NI - #NISurviveReviveThrive
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#NISurviveReviveThrive Naomi Waite Director of Marketing, Tourism NI
strategic
Good News! Openness to
Explore ideas right now for a holiday
in Northern Ireland is growing
37% Highest amongst
Now open to exploring
ideas right now for a
Intention in taking a
Holiday in NI this year. break to Northern
25-34 years 50% Ireland this year
UP 9%
Pre-families 46% Short Long
Break Break
Highest amongst younger
groups, however we have 18-24 years 42%
seen a big jump amongst 38% 21%
Open-Minded Explorers.
TNI need to tap into their
openness. 29% 12%
NI ROI Wave 4
Open to exploring for a Active Open to Open-Minded 15% 21% 9%
holiday in NI right now 54% 37% Maximisers ideas Explorers Wave 3
Intend to take a
short break in NI 38% 9% 46% 37% 31% 25% 12% Wave 2
Wave 1
Intend to take a W3 36% 33% 16%
long break in NI 21% 5% SOURCE: TNI Consumer Barometer April 2021
Perception of
Value for Money in
NI is relatively
healthy
Value for Money
Poor Value for Money Good Value for Money
Spain 11% 50%
NorthernIreland 18% 41%
Great Britain 25% 28%
Italy 26% 23%
France 34% 23%
Republic of Ireland 36% 22%
Motivations
For
Travel
NI ROI
Relax & Unwind 63% 58%
Escape 54% 54%
Food & Drink 33% 33%
Fun 31% 32%
Children will enjoy 21% 16%
Bond with Family & Friends 21% 25%
7% Respondents
of ROI
visited
NI
Words to describe 1st. impression Visited NI for the first time?
Of those who
visited Northern
Ireland since the
pandemic began,
57% 43% more than half
were visiting for
the first time for
leisure purposes.
Top reason for not visiting NI Yes
was COVID-19 safety concerns. No
Future of tourism
in a post covid world
63% 41%
I am more likely to avoid I am making a conscious
tourism destinations where decision to fly less in the
overcrowding from excessive future due to its impact
tourism impacts negatively on the environment.
on local communities.
43% 40%
I am more likely to choose Accommodation with
tourism attractions/other green credentials is
tourism businesses with worth the extra expense.
sustainable/eco-friendly
SOURCE: TNI Consumer Barometer April 2021
credentials.
40%
When I am planning holiday
breaks in the future, I will
consider the environmental
impact of the trip.
The Challenge How?
As we reopen we need to We need to adopt a tailored
capture as strong a share of strategy for each market that
market and brand attention for inspires with the right messages,
Northern Ireland as possible. at the right time to the right
visitor segments to drive
planning and booking.
Barriers
Health
and safety Drivers
Value
Return for money
to routine
Ease &
Escape to Flexibility
the sun
“Newness” or a
Brexit sense of rediscovery
uncertainty and reconnection.
A Small Step
to a
Adventure
A way to A way to
overcome the Effortless accelerate the
Barriers that hold us back as
Access Drivers of acceptance of the quality
Epic fun!
II
II
a holiday destination of the NI holiday experienceAspiring
A Small
Step to
a
Giant
AdventureNatural Seekers/ open-minded explorers
Social
Instagrammers
/Active
MaximisersChoose Your Giant Adventure Choose Your Giant Adventure Air Sea Bike Hike You need to dive in OR sky dive... Either way, you're going to get down & dirty...
Primary Audience
NI
Aspiring
Families
MORNING LUNCHTIME EVENING MEDIA STACKING OUTDOOR AUDIO
TV, radio and Reading newspapers/sites, Watching latest dramas Dropping kids off to school, Radio and Spotify
social check in browsing social and messaging. and news on tv and online shopping, travel to work at home, in-car
UTV - Good Morning Britain WhatsApp (67%), Facebook 60% watch UTV regularly Adshel - 44% Cool FM - 53%
Cool FM - Breakfast Show - 34% Messenger (62%) Belfast 46% watch Channel 4 regularly Bus Externals - 42% Spotify - 48%
Facebook - 73% Telegraph (28%), Daily Mirror 34% watch ITV2 regularly Billboards - 37% Downtown Radio - 31%
Instagram - 47% (28%) & Belfast Live (26%) VOD (69%), YouTube (66%) Petrol Stations - 27% Q 102.9 / Q101.2FM
Netflix (59%) -Browsing on Social. / Q97.2 - 31%
RADIO & OUTDOOR
SOURCE: TGI, NI, 2020 - “In the last 7 days”80%
NI
Tv Plan 2021/22
Return to Market 2021 Summer Campaign 2021 Autumn Campaign 2021 Spring Campaign 2022
Aspiring Families, Natural AF (Schools Hols-40%) & Cities. NQS (50%), Cities (50%) Equal Rotation of edits –
Quality Seekers & Cities (35%) and NQS (25%) Market Research Dependent
• Mon 3rd May – Sun 13th Jun. • Mon 14th June – Sun 29th Aug. • Mon 13th Sept – Sun 21st • Mon 17th Jan – Sun 27th March
• 6 Week Heavyweight Campaign • 11 Weeks November • 10 Weeks
• UTV, C4, Good Morning Britain • 100 ratings per week • 10 Weeks • 120 ratings per week
• Staggered launch of creative • ‘Always on’ approach • 120 ratings per week
• Segments modelled on Sky • Dial up Family audience edit for • NQS audience are most likely to
Adsmart using Experian data – the Summer Holidays take an Autumn break to higher
SI edit weighting
• Escapism content
1,200 1,100 1,200 1,200
Ratings Ratings Ratings Ratings
360,000 380,000 350,000 350,000
Imps Imps Imps Imps
83.6% 82.5% 83.6% 83.6%
1,277,400 Adults 1,260,590 Adults 1,277,400 Adults 1,277,400 Adults
14 13 14 14
Frequency Frequency Frequency FrequencyROI
Tv Plan 2021/22
Summer Campaign 2021 Autumn Campaign 2021 Spring Campaign 2022
Active Maximisers (Sky OME (40%), AM(30%), Equal Rotation of edits-
Adsmart/Sky/VM2) (40%), IR-Cities (30%) Market Research and
Open to Ideas – City Creative • Mon 13th Sept – Sun 21st Performance Dependent
(40%); OME – 20% November. • Mon 24th Jan – Sun 20th Mar.
• Mon 21st June – Sun 29th Aug. • 10 weeks • 8 weeks
• 10 weeks • 80 ratings per week • 75 ratings per week
• 80 ratings per week plus Sky • OME audience are most likely to
AdSmart and Sky Game Of take an Autumn break - higher
Thrones takeover weighting
800 800 600
Ratings Ratings Ratings
500,000 350,000 500,000
Imps Sky Adsmart Imps Sky Adsmart Imps Sky Adsmart
1 3,024,980 Adults
- 82% 1 2,925,000 Adults
- 79.4% 1 2,841,000 Adults
- 77.2%
-
-
-
coverage coverage coverage
4- 56% 4- 54.6% 4- 47.4%
-
-
-
coverage coverage coverage
OTS - 11 OTS - 10 OTS - 8Catch up TV
Un-skippable
1 76% of BVOD viewed on the TV
set-no loss of creative impact. 4 All 4 -422,000 registered
users in NI and we will
Impressions
target by the key interest
650,000 10 weeks
2 79% of Social Instagrammers
and 69% of the Aspiring
categories of our audiences
5
Family audience watched Sky Go – Euros will be on air
BVOD in the last week from 11th June -11th July.
3 Love Island will be on air from
end of June - currently 880,000
registered NI users on ITV Hub.
(monthly streams rose from an
average of 1.2m to 4.5million
when on air in 2019)“Make a
Statement”
82% NI Population will see the
campaign - Frequency 11Radio Digital
Much more Juggernauts
than audio:
2
Bauer network has a weekly Series of Presenter video
reach of 731,000 and Cool has diaries pushed across social
a social following of 994,000 Pete and Family, Melissa
Riddell and Kirsty Phillips.
Radio partnership across Cool, (Facebook and Insta-stories)
Downtown and Downtown
3
country On air and social competitions
Bespoke ‘Summer of Fun’ for listener engagement
programme of activity which
will include: 4 Instream – 500,000 imps
across their digital audio
1
30 sec ‘Family Fun’ travel platform
inspiration ideas -27 different
edits, creatively rotated across
12 weeks. 5 Regional outreach through
Q NetworkPress Publishers
exploit their print
and digital following
Dial up the Hidden Gems and
Segment Passion points
• Series of FP Advertorials • Live as Native content with • Contextual Takeovers
• Weekend Mag - NQS and AF digital display and social • Theatre and the Arts –NQS
audience/Daily Mirror/Irish drivers • Travel TO
News Weekend/Newsletter • Food and Drink -AFROI Media
and VOD ROI in
The power of TV Love of the outdoors,
in the ROI market nature and culture
Target Escapism Virgin Media 1
content Channel Ident
Takeover for 1 week
Open Minded Amplify
Explorers with VOD
1 - 80% 4 - 50%
-
-
Of All Adults
coverage Of All Adults
coverage1 The most popular programme in Sky History
2
Sky Atlantic is the home to Game of Thrones and
perfect contextual placement First in break spots
on Sky Atlantic on any viewing of Game of Thrones –
currently airing every Sunday and Thursday
TNI 3 All Catch up Viewing of Game of Thrones
Game of
Thrones
4 Guaranteed first in break
5
Takeover
66% Share of Voice on all catch up Viewing
Sky 6 3-month Ad dominationROI Radio
Media sponsorship Competitions
Segment Focussed
Frequency Builder
NI Travel Show
Partners Digital AudioIrish Times Media
Partnership
6 month programme of activity in
print and online. Replicated with
Irish Independent Group.
Travel Takeovers Native Content Series DPS Advertorials Classifieds VFM
pushed on social messageNI & ROI
Bespoke
Supplements
1
2 x 24 page supplements -
422,000 inserts
2 Tactically timed in June before the summer
holidays to capture the Aspiring Families audience
at end of September in the lead up to half-term.
3
4
Bias towards weekend papers – segment
paper purchase sees over 25% uplift and longer
dwell time – Lazy Sunday morning read.Inspirational Inspiring Broadcast Well-known We’re Good to
Travel spokespeople focus personalities to Go Messaging
and storytellers tell the NI story
PR Approach&
Media
StrategyNI/ROI
Return to Market Campaign
YouTube Social Display Search
All Segments All Segments All Segments All Segments
YouTube will be utilised to reach The Social activity will connect Display will be utilised to reach Search will be live in both the ROI
users throughout the funnel to with users based on a variety of users in the mid and upper and NI markets to capture high
drive brand awareness as well as different targeting techniques. funnel based on predefined intent users that are actively
reach users that are lower in the This includes: online behaviours. searching for relevant keywords.
funnel indicating higher intent. • Demographics per specific segment • Custom Affinity - (upper funnel) This transcends the segments
• Affinity target - (upper funnel) (Aspiring Families 35-44 etc) • Custom Intent - (mid funnel) within the markets as this activity
• Custom Affinity - (upper funnel) • Interests based on online content • In Market - targeting users that focuses on the users search and
• Custom Intent - (mid funnel) are within a 30 day purchase the intent behind their search.
users have engaged with in the past
• In Market - (lower funnel) including ‘Hotels, Staycation’ etc. pattern for Travel.
• Remarketing • Remarketing - target users that
• Online Behaviours including have visited the DNI site but not
‘frequent travellers’, ‘frequent
Display
yet converted.
international travellers’,
These campaigns utilise
SI/AM • Custom Audiences: Lookalike relevant segment demographic
Spotify advertising will be audiences & Remarketing including targeting to bring the relevant
utilised to help raise awareness both Page and Post Engagers creative to the relevant
of the campaign through a segments.
different media output. • Social will also be used to help
where appropriate.
This will include targeting users
based on specific ‘Interests e.g.
Travel’ as well as ‘Real Time
Context e.g. Holidays’.some channels:
Cities
Belfast-NI
Derry~Londonderry-NIWe will
continue to
respond to the changes
in market dynamics
ROI Market Taskforce - Research being
Ongoing data, research undertaken and new learnings will be
used to refresh plans.
and insight will help us
NI Market Review – we will continue
to respond to change to deepen industry engagement.
and evolve our plans. Ongoing Effectiveness Measurement
will allow us to mine performance data
to optimise activities.#NISurviveReviveThrive Survive revive
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