With a relatively small budget we had no hesitation in suggesting a mainly social media campaign, knowing that we could reach a large, targeted audience. Budget-wise, we knew that we had to target specific attractions. Fortunately, Northern Ireland has some fantastic locations and world heritage sites.
As in any new campaign, we thoroughly researched our target audience, including their online holiday searches, budget and favoured time to get away. A key line of enquiry for us was the hugely successful series Game of Thrones, which has many memorable scenes filmed in Northern Ireland. The Titanic Belfast museum also has a large international following, but as our client is UK-based, we focused our advertising to reach those resident in England, Scotland and Wales. Half way through the campaign however the Titanic Museum became known to a wider audience after being voted best tourist attraction in Europe at the world travel awards – cue a slight but simple change to our advertising strategy to capitalise on this opportunity!
Out third targeted area was the Causeway Coastal drive; one of the world’s greatest road journeys. This has always been popular with customers of Martins World Travel, but we needed to spread the message and reach new audiences. As a requirement from Tourism Ireland, we produced separate mobile friendly landing pages, which ensured that we could supply accurate visitor levels and click-through rates.
The Angling side of our advertising campaign was split between coarse and game fishing. Having worked with Anglers World Holidays part of the Martins World Travel Group – the largest UK angling tourism company – we knew exactly who to target with our campaign and in a way that would ensure that the posts would be widely shared with their friends and family.