Visit Belfast, working with and on behalf of Belfast City Council and city stakeholders, is delivering a further ‘recovery’ marketing and promotional campaign to address the lingering negative impact that the Primark fire has had on retail trading, footfall and spend, and the resultant changes in local consumer shopping patterns that has affected the city’s consumer day trip market.
The campaign will encourage those in Northern Ireland within a 0 – 60 minute journey time to come and enjoy the retail and unique experiences Belfast City Centre has to offer.
The campaign will take place across two bursts of activity. The first burst launched on 13 May with 30 second radio adverts, followed by outdoor, digital activity and social media promotion, with PR support. From week commencing 20 May, 15 second digital film assets were pushed out via digital display platforms, YouTube advertising and social media advertising.
All platforms are driving traffic to the bespoke campaign landing page on Visit Belfast’s website. The landing page holds all information on the campaign featuring key messages. The content will aim to inspire and highlights the unique experiences you can only enjoy in Belfast.

Marketing channels

The campaign is being promoted in Northern Ireland across digital film, radio, outdoor advertising, PR, digital display and social media advertising.

Digital

Visit Belfast website

All campaign activity encourages visits to visitbelfast.com/pages/make-it-belfast which is packed full of ideas and inspiration why locals should ‘Make it Belfast’, as well as practical information on retail opening hours, travel and parking and upcoming events.

Social media
Film content and advertising targeting people on Facebook, Twitter and Instagram in Northern Ireland via Visit Belfast’s social media channels to encourage traffic to the campaign landing pages and engagement through user-generated content.
Film assets

Six 15 second film assets will run throughout the campaign period across digital platforms, YouTube advertising and Visit Belfast social media channels.

Digital display
Digital display advertising across the Goggle Display Network and several other websites to further support the campaign activity, driving traffic to the campaign landing pages.

Visit Belfast display screens will be utilised to display campaign creative on various screens in the Visit Belfast Welcome Centre as well as other locations such as Lanyon Train Station, Europa Bus Station, Belfast International Airport, George Best Belfast City Airport, Applegreen service stations on the M2 and Titanic Belfast.

Email marketing

Consumer ezines to Northern Ireland consumer databases highlighting key campaign themes including shopping, unique experience, events, offers and travel.

Search advertising

Paid Google search advertising in Northern Ireland and will further drive traffic to the Visit Belfast ‘Make it Belfast’ web section.

Competitions

A number of competitions will run over Visit Belfast’s own website and social media channels to increase awareness of the campaign and its key messages. Plus the prizes will be focused on city centre unique offerings to help influence others to ‘Make it Belfast’ and enjoy similar experiences.

PR
A sustained PR campaign supporting above-the-line activity through engagement with local media – both print and online – and an online influencer campaign to generate momentum and excitement around the campaign. Media activity through earned feature coverage and paid-for advertorial.
Leaflet
A door drop leaflet in key targeted postcode areas reflecting campaign themes, encouraging day trips by providing inspirating reasons to visit the city.