Northern Ireland’s Big Adventure Weekend. Introduction Overview Aims & Objectives Target Market Marketing Trade Buy In.

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Presentation transcript:

Northern Ireland’s Big Adventure Weekend

Introduction Overview Aims & Objectives Target Market Marketing Trade Buy In

Overview Northern Ireland’s Big Adventure Weekend 9 th & 10 th April 2010 £20-£30k support from NITB Massive opportunity for activity tourism sector

Aim Increase awareness of the wide range of outdoor activities available in Northern Ireland to: –Northern Irish Population –ROI Day Trippers

Objectives ‘Kick Start’ activity season Generate repeat bookings Generate £500,000 PR value Increase targeted data collection Increase digital footprint

Target Market Family – kids aged 8 – 16 yrs old Young & Lively – 18 – 30 yrs old

Marketing – Pre Event Dedicated Mini Website PR Social Media Advertising E-Marketing

Marketing Post Event Participant Summer of Adventure Booklet Activity Provider Website Social MediaE-Marketing PR

Trade Buy In Activity Sessions for £10 2 hours minimum length At least two over the weekend Minimum of 10 people per session Suitable for a target segment

Trade Buy In ‘Summer of Adventure’ Booklet Similar to NITB Gardens Brochure Overview of each provider Discount voucher for April - Sept 2011

Time Line DateAction End OctoberPro forma distributed to trade End of NovemberSubmission Deadline Mid DecemberConcepts presented to working group Mid FebBegin promotion Late MarchPromo Launch Event 9 th & 10 th AprilNI’s Big Adventure Weekend