Our latest Northern Ireland Tourist Board summer campaign launched on the 10th of June – across TV, outdoor, radio, press, ambient and online.
This summery creative expands upon the creative approach adopted in autumn 2010 and spring 2011. The campaign, like previous ones, uncovers Northern Ireland’s hidden gems – providing insight and inspiration for a magical summery getaway close to home. New footage refreshes and brightens the TV advert, depicting moments spent fishing on Lough Neagh, pottering in the gardens at Mount Stewart and partying at Belsonic in Custom House Square. A brand new soundtrack, ‘Look Around’ by local band Future Chaser, breathes new life into the audio and celebrates the talent we have on our doorstep.
Find out more at discovernorthernireland.com/exploremore. Go online to watch all of the web films, plan a break and peruse upcoming events and happenings. And, while you’re in cyberspace, why not ’Like’ Discover Northern Ireland on Facebook and play the new, super-cool Short Break Getaway Game? Serious fun and the chance to win a bespoke getaway every week…!
The National Trust’s summer campaign – which launches on outdoor, radio, press and online from 20th June – continues to challenge perceptions and positions National Trust places and spaces as the perfect location for enjoying summertime with family and friends. The campaign aims to engage at all levels with a new call to action - asking visitors to upload their ‘stories’ of the time they spend with National Trust this summer. Across all formats, the campaign reinforces the core value of National Trust: this charity delivers ‘time well spent’ for whatever you’re into.
Impactful outdoor has continued into the summer campaign as we consider it imperative that the National Trust is a highly visible brand all year round. Innovative platforms such as sponsorship of the ‘Holidays at Home’ show on Northern Media Group radio and new press formats have been selected with a view to regularly communicating the varied event offerings at National Trust properties. Along with the launch of a new campaign hub site, each creative component works together to result in a highly targeted and integrated campaign.
The Ulster Cancer Foundation’s Shave or Dye campaign, supported by BT, encourages men to decide whether to shave or dye their lovely locks, in order to raise money to support the ManAlive men’s health campaign - rallying support along the way from their friends and family who will also be encouraged to sign-up to participate or pledge support in the form of a donation.
The creative challenge was to create an eye-catching identity for the initiative, plus an advertising campaign encompassing 48 sheets, adshels and branded phone-boxes, and a range of T Shirts distributed as part of the sponsorship pack.
The campaign which launched on Monday 13th June also features a dedicated facebook page running the main campaign messages together with details of fundraising opportunities. ‘Shave or Dyers’ will be invited to post photographs celebrating their new looks and invite feedback from their fans!
West Coast Cooler has had a long-standing association with Belfast Fashion Week. The twice-annual style event is an ideal platform for reaching a target audience of fashion-loving females. West Coast Cooler Citra – the latest stylish addition to the West Coast Cooler collection – is a refreshing wine cooler which is perfect for ladies who are always on the look-out for anything fresh, new and edgy.
In order to support the above the line campaign, we have developed a The West Coast Cooler Citra Showcase - a competition for upcoming designers and creators of beautiful things driven via the new West Coast Cooler NI facebook page, alternative magazines and fashion-focused websites. Illuminated West Coast Cooler glass boxes form a unique exhibition, displayed in Urban Outfitters, Victoria Square.
The competition display launched on Friday 27 May and will remain in-store until Friday 10 June. The showcase event last night (Thursday 2 June) provided the perfect opportunity to celebrate local design talent and toast the finalists with a West Coast Cooler Citra! For all the details, visitfacebook.com/westcoastcoolerni
Pictured are West Coast Cooler Citra Showcase Finalists at Urban Outfitters on Thursday 2 June: Patricia Lavery, Kerry Brogan, Rachel McKnight, Sarah Fawcett (Brand Manager West Coast Cooler), Linda Carmichael, Melanie Bond, Rachael Murphy, Enda Kenny, Catriona McCambridge, Julie-Ann Crooks, Charlotte Bosaquet & David Henderson.
When RMS Titanic sailed away on her maiden voyage on April 10th, 1912, she was hailed as ‘the new wonder of the world’. A remarkable feat of engineering, she was the largest and most luxuriously appointed ship ever seen and, despite her tragic sinking five days later, she remains a source of enduring pride in the city where she was built – Belfast.
To celebrate the upcoming centenary of the launch of the Titanic, the Northern Ireland Tourist Board has developed a bespoke Titanic campaign to promote the number of upcoming events and festivals during 2011, from the Titanic 100 festival to the TITANICa exhibition at the Ulster Folk and Transport Museum. The key object of this campaign was to raise awareness of the events programme and of the product that is already on the ground to drive consumers to book a short break or day trip.
The activity was focused in press, with an insert being distributed through the Belfast Telegraph and month of press ads running in titles in NI and ROI. The creative developed for this campaign embodied the old age look and feel, similar to the look of the launch tickets of the Titanic. The content showcased the number of different events taking place, everything from exhibitions to talks, tours to film screenings.
Jameson Whiskey and QFT were delighted to launch their new partnership with an Action Packed Launch weekend at the Queen’s Film Theatre . The event kicked off with a special preview screening of Attack the Block. QFT was transformed into an out-of-this-world experience for the launch, with monster meteor set design inspired by the film. On the Saturday the extravaganza moved from outer space to the New York mafia scene with a gangster themed ‘Jameson Presents’ Goodfellas screening. ‘Jameson Presents’ quarterly movie events are going from strength to strength - look out for the next event coming soon!
One of the primary objectives of the National Trust Spring campaign brief was to drive paying visitors to National Trust spaces, and to build on the ‘Time Well Spent’ proposition. Following the more general Open for Spring and Easter messages, we wanted to engage with families and groups of friends by promoting the Grand Garden and Craft Fair as an unmissable National Trust event.
The campaign – which launches on outdoor, radio and online on Monday 9th May – seeks to encourage visits to this family-friendly and quirky event, whilst still upholding the key message that the National Trust brings you time well spent with family and friends in beautiful places and spaces, all over Northern Ireland.
The Grand Garden and Craft Fair is a weekend of blooms, tunes and good times – Saturday 21st and Sunday 22nd May at Mount Stewart.
