The Northern Ireland Tourist Board (NITB) has launched a new all-Ireland summer campaign, with out of home a central part of the promotion.
The new campaign follows real life visitors from the Republic of Ireland as they travel to Northern Ireland for a short break to experience exciting cultural destinations and captures their genuine reactions. The TV adverts feature real tour guides as well as world famous Game of Thrones actress and Causeway Coast native, Michelle Fairley.
For the ooh element of the campaign NITB have used creative that highlights popular tourist areas in Northern Ireland, such as the Giants Causeway and Ireland’s only completely walled city, Derry. Accompanying these images are copy lines that encourage the audience to ‘discover’ the drama and adventure of Northern Ireland.
Out of home advertising has been extensively used in this campaign to target key audiences, with commuters a particular target. A variety of ooh formats have been used to target these potential consumers, including MegaRears, Adshels and Metropoles. Specials were also used in this promotion, with 240 Sheets and a Poster Special at the entrance to Connolly Station included in the campaign.
This campaign was planned by AV Browne and Source out of home.