6th November 2020

Making ‘Giant Steps’ with Tourism NI

With the backdrop of COVID, Mammoth are delighted to have won the strategic media planning and buying account for Tourism Northern Ireland (TNI) for 2020-2022 – a tremendous win against much competition. The contract is part of a multi-agency initiative, with Mammoth working with BBDO (for the creative), Loudmouth (for digital/PPC) and Jago on PR to promote Northern Ireland tourist experiences to audiences across the whole of Ireland.

COVID created a unique set of circumstances and challenges for marketing tourist experiences and this required strategic planning and insight reflecting changed media consumption habits. Topical research survey sources from media suppliers across TV, outdoor, radio and press complemented with industry reports on consumer sentiment and attitudes to travel across Ireland, were all data sources used to inform the media planning on the account.

A high octane 60sec edit on TV featuring a local family experiencing a wealth of brilliant NI attractions captured the energy and vitality of NI as a destination. We placed the advert on leading TV stations in NI and ROI in the go-to programming of the target family audience. Radio was the ‘WFH’ companion with smart device radio listenership increasing as well as drivetime listenership being replaced with more cost-effective audience listening across the day. We ran a series of audience specific edits which were matched with the listenership profile of the station.

The ‘urban commuter’ who was now ‘WFH’ was now a ‘small town dweller.’ Their travel was localised to their commuter town so a regionalised outdoor campaign was required to reach these audiences on 96 and 48 sheets, digital roadside, regional bus advertising and retail digital mall and POS to capture the high dwell time at supermarkets. Creatively the campaign  tapped into the mindset of ‘It’s not how far, it’s about how fun.’  Who needs to go on  a foreign holiday? Right on your doorstep there were a feast of epic adventures from kayaking at Strangford Lough to the ultimate sports and activity water resort’ at ‘Let’s go Hydro’ and the ‘stairway to heaven’ ‘Cuilcagh Boardwalk’ in Fermanagh

In press, we ran a series of full page ready- made itineraries which were county specific. These enabled us to communicate a more detailed message and also delivered the ‘Tripadvisor’ research experience in a ready-made itinerary.

This was an unmissable campaign complemented with an always on social and google portfolio adspend. This is the start of an exciting journey for Tourism Northern Ireland and Mammoth…..

Subscribe to our Newsletter