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Northern Ireland Adventureland Weekend 2013 Review & Plans for 2014

Northern Ireland Adventureland Weekend 2013 Review & Plans for 2014 Beverley Pierson (Outdoor Recreation NI) & Julie McLaughlin (NITB). Bookings. Website Visits. 2012 - 2013 -. Campaign Objectives. ‘Kick Start’ Activity Season:

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Northern Ireland Adventureland Weekend 2013 Review & Plans for 2014

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  1. Northern Ireland Adventureland Weekend 2013 Review & Plans for 2014 Beverley Pierson (Outdoor Recreation NI) & Julie McLaughlin (NITB)

  2. Bookings

  3. Website Visits 2012 - 2013 -

  4. Campaign Objectives • ‘Kick Start’ Activity Season: • 19% increase in visits to OutdoorNI.com in 3 months after NIA • 22% increase in visits to OutdoorNI in 2013 • 36% increase in web referrals & direct enquiries to activity providers in 3 months after NIA • 80% of participants stated that NIA had either significantly improved or improved their awareness of outdoor activities

  5. Campaign Objectives 2)Generate £400,000 PR Value: • £471,090 PR secured (11% of ORNI PR per annum)

  6. Campaign Objectives 3) Increase Targeted Consumer Data Collection and Digital Footprint: • 75% of participants had not taken part in 2011 or 2012 event • 373 new consumer contacts

  7. Campaign Objectives 4) Generate Repeat Bookings for Activity Providers: • 94% of respondents stated that they were very likely or likely to continue to participate in outdoor activities with a paid activity provider • 55% of participants did take part in a paid activity AFTER Adventureland Weekend • However 54% of the activity providers feel that the event has either little benefit or no benefit in generating more customers to their business the following April – September 2013

  8. Trade Feedback • 88% rated the promotional campaign as either very good or good • 100% rated the concept of NIA as either very good or good • 80% said that they would take part in NIA 2014

  9. Follow Up Campaign (April – Sept) Outdoor Recreation NI • Ezines – 14 • NI Subscribers – 8 ezines • ROI Subscribers – 5 ezines • GB Subscribers – 1 ezine • Blogs - 7 • Strong Social Media Posts • PR Highlights • Sunday Business Post FAM Trip (£170k) • Sunday Times FAM Trip (£145k)

  10. Follow Up Campaign (April – Sept) NITB • NITB continued to use outdoor activities to target specific market segments following Adventureland 2013 • ROI media fams and press releases generating features ROI press • European media fams • Consumer promotional shows (circa 100,000 footfall each). • Consumer website – A-Z of outdoor activities monthly rotation; May-Strangford, June-Mournes etc • New mountain bike page June 2013 • Campaigns, inc bespoke Fermanagh campaign – Outdoor, TV ads and online prerolls • NI domestic PR – monthly press releases • Digital & Social – regular Twitter & FB posts – outdoor activity events, new product and competition prizes. • Activity specific monthly blogs

  11. Aims & Objectives • Aims: • Increase awareness of outdoor activities to the Northern Irish Market • Increase awareness of outdoor activities to the Republic of Ireland Dublin Corridor & Border Counties • Objectives: • ‘Kick Start’ activity season • Generate £400,000 PR value • Increase targeted consumer data collection and digital footprint • Generate repeat bookings for activity providers

  12. Issue/s with Campaign • Lack of ROI participants despite 30% of budget being spent here

  13. Tourism Product

  14. 2014 Options • Do nothing • Do something completely different • Continue with Adventureland Weekend with additional tweaks to address the lack of ROI participants

  15. 2014 NIA Option 3 • Continue with Adventureland Weekend focusing on the NI Market • Roll out a dedicated summer campaign in the ROI market

  16. Proposed Dates: • 5th & 6th April • 12th & 13th April

  17. Contact Details Beverley Pierson beverley@outdoorrecreationni.com Julie McLaughlinJ.McLaughlin@nitb.com

  18. ATF – January 2014 • Registration - Tea & Coffee - 0930 -1000 • Welcome & Intro • Section 1 - Key Note Speakers • Effective promotion in Republic of Ireland (working title) - NITB • Simple Steps to Social Media (working title) - Charlotte Jess NITB • Practical Steps to Customer Retention (working title) - Private Sector Operator from UK • Tea & Coffee • Section 2 - Updates • Adventuremark Update - Mike McClure - Sport NI • SkillsActive / DEL Training • Adventureland Update • Section 3 – ATF • Working Group Elections • AOB

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