1. Northern Ireland’s Big Adventure Weekend

2. Introduction Overview Aims & Objectives Target Market Marketing Trade Buy In

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

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

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

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

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

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

9. 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

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

11. 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