NITB Summer Campaign Recruitment

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chris scott
This user joined in Oct 2008 and has made 319 posts.
Posted on 13 June 2011 at 14:20
Activity / Themed Breaks including accommodation

NITB will be running a major marketing campaign targeting both the Northern Ireland and Republic of Ireland markets for the Summer 2011 period. The campaign will aim to encourage residents of both markets to visit Northern Ireland for a short break during the months of July, August and September 2011.

The campaign will build on the success of NITB activity in 2010 and all of activity will continue to focus on the ‘explore more’ proposition. Through this NITB are seeking to highlight all that is unique and special about a short break in Northern Ireland. The most recent piece of evaluation, for Autumn Campaign 2010, showed that the campaign generated circa £6.7m for the tourism industry.

Given the current financial climate NITB are keen to exploit the huge potential that exists in both the domestic and ROI markets.

Accommodation Offers

It is essential that the campaign highlights value for money and on that basis NITB would ask that you provide value short break accommodation offers to substantiate the campaign messages.

As these offers will be used to support NITB campaigns, it is essential that they are maintained for the duration of the period – therefore all offers must be valid between 1st July 2010 and 30 September 2011. Any exclusion for bank holidays etc will need to be advised of in advance.

Offers should take the following format:

Hotels - 2 nights B&B plus 1 evening meal special offer
B&B and Guesthouse - 2 nights B&B special offer

Self-catering –
7 nights special offer price
3 nights accommodation for the price of 2 or
7 nights accommodation for the price of 5

As with all our campaigns the call to action will encourage consumers to book online at discovernorthernireland.com and as such all offers should be bookable through tidiNet

Themed Breaks

In addition to standard short break offers NITB are keen to recruit themed breaks which enhance the Northern Ireland experience. These breaks will feature on the campaigns website, while not bookable on-line, these will direct consumers to the relevant website for more information or to book. This will probably be more effective for outdoor activity operators.

To this end NITB ask that you submit added value, themed breaks such as:

-Family Breaks e.g kids go free, kids eat free, kids entertainment
-Activity Breaks eg golf, cycling and walking
-Festival / Events Breaks

These are purely suggestions and any other specific themed breaks are welcome.


NITB PR activity throughout summer will include competitions in press, radio and on our consumer website. This is where exciting opportunities exist for you to publicise your business to a large audience for very little cost and effort! All NITB ask is that you assist with competition prizes. Where possible those premises offering competition prizes should send NITB a voucher for the prize. (This would normally be for a two night break with evening meal for hotels or a two night break for self catering properties)

Submitting details

Please complete details on spreadsheet template available to download from red link at the bottom of this email and return to Chris Scott – chris@countrysiderecreation.com by Thursday 16th June 2011

Kind Regards,

Chris Scott
Activity Tourism Manager
02890 306 940
Excel Spreadsheet
22.0 KB

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