Tourism Northern Ireland ran an OOH campaign promoting some of the best that the North has to offer such as world class views, amazing adventures and compelling stories. With 4% of the Irish population visiting Northern Ireland on a short break/holiday last year, the campaign hoped to capitalise on a huge pool of potential consumers and influence those contemplating a staycation/short break this year. Multiple ad designs capture the gems of the North and ad copy including journey times and hotel prices added further to the campaign.
Planned by Genesis and PML, the tourism board’s campaign ran on Connolly Station’s Digital Gallery as well as the entrance to the station, which allowed for a large brand presence within the station targeting commuters seeking out some travel inspiration.
According to OCS, 27% of the population’s thoughts turn to holidays when travelling to or from work. The campaign included its website and social media information for the audience to visit its digital presence in hopes of discovering more about Northern Ireland. Source: TGI 2017 & OCS 2017
Media & Creative: Genesis – OOH Agency: PML