northern ireland adventureland weekend 2013 review & plans for 2014

Northern Ireland Adventureland Weekend

2013 Review & Plans for 2014

Beverley Pierson (Outdoor Recreation NI)& Julie McLaughlin (NITB)

Bookings

Week 2012   2013    Date Bookings Date Bookings

Launch Date Fri 24th Feb 0 Friday 22nd Feb 0

1 Fri 2nd March 225 Mon 4th March 318

2 Thur 8th March 445 Thur 7th March 447

3 Fri 16th March 748 Fri 15th March 7754 Fri 23rd March 1238 Fri 22nd March 952

Over Weekend 24th & 25th March 1380 23rd & 24th March 958

TOTAL BOOKINGS 1380 TOTAL BOOKINGS 958

Total Bookings (After refunds) 746

Website Visits

2012 - 2013 -

1) ‘Kick Start’ Activity Season:• 19% increase in visits to OutdoorNI.com in 3

months after NIA • 22% increase in visits to OutdoorNI in 2013• 36% increase in web referrals & direct enquiries

to activity providers in 3 months after NIA• 80% of participants stated that NIA had either

significantly improved or improved their awareness of outdoor activities

Campaign Objectives

Campaign Objectives

2) Generate £400,000 PR Value:• £471,090 PR secured (11% of ORNI PR per annum)

Campaign Objectives

3) Increase Targeted Consumer Data Collection and Digital Footprint:

• 75% of participants had not taken part in 2011 or 2012 event

• 373 new consumer contacts

Campaign Objectives

4) Generate Repeat Bookings for Activity Providers:

• 94% of respondents stated that they were very likely or likely to continue to participate in outdoor activities with a paid activity provider

• 55% of participants did take part in a paid activity AFTER Adventureland Weekend

• However 54% of the activity providers feel that the event has either little benefit or no benefit in generating more customers to their business the following April – September 2013

Trade Feedback

• 88% rated the promotional campaign as either very good or good

• 100% rated the concept of NIA as either very good or good

• 80% said that they would take part in NIA 2014

Follow Up Campaign (April – Sept)

Outdoor Recreation NI• Ezines – 14

– NI Subscribers – 8 ezines– ROI Subscribers – 5 ezines – GB Subscribers – 1 ezine

• Blogs - 7• Strong Social Media Posts• PR Highlights

– Sunday Business Post FAM Trip (£170k)– Sunday Times FAM Trip (£145k)

Follow Up Campaign (April – Sept)NITB• NITB continued to use outdoor activities to target specific market

segments following Adventureland 2013• ROI media fams and press releases generating features ROI press • European media fams • Consumer promotional shows (circa 100,000 footfall each).• Consumer website – A-Z of outdoor activities monthly rotation; May-

Strangford, June-Mournes etc • New mountain bike page June 2013• Campaigns, inc bespoke Fermanagh campaign – Outdoor, TV ads and

online prerolls• NI domestic PR – monthly press releases • Digital & Social – regular Twitter & FB posts – outdoor activity events,

new product and competition prizes. • Activity specific monthly blogs

Aims & Objectives

Aims:• Increase awareness of outdoor activities

to the Northern Irish Market

• Increase awareness of outdoor activities to the Republic of Ireland Dublin Corridor & Border Counties

Objectives:• ‘Kick Start’ activity season

• Generate £400,000 PR value

• Increase targeted consumer data collection and digital footprint

• Generate repeat bookings for activity providers

Issue/s with Campaign

• Lack of ROI participants despite 30% of budget being spent here

Tourism Product

Segment Markets

Time Together NI, RoI

MatureCosmopolitans

NI, RoI

Family Fun NI, RoI

Young & Lively RoI

Great Escapers GB

SocialEnergisers

GB

CulturallyCurious

GB

2014 Options

1) Do nothing2) Do something completely different3) Continue with Adventureland Weekend with

additional tweaks to address the lack of ROI participants

2014 NIA

Option 3• Continue with Adventureland Weekend focusing

on the NI Market• Roll out a dedicated summer campaign in the

ROI market

Proposed Dates:• 5th & 6th April

•12th & 13th April

Contact Details

Beverley Pierson beverley@outdoorrecreationni.com

Julie McLaughlinJ.McLaughlin@nitb.com

Registration - Tea & Coffee - 0930 -1000

Welcome & Intro

Section 1 - Key Note Speakers

Effective promotion in Republic of Ireland (working title) - NITBSimple Steps to Social Media (working title) - Charlotte Jess NITB Practical Steps to Customer Retention (working title) - Private Sector Operator from UK

Tea & Coffee

Section 2 - Updates

Adventuremark Update - Mike McClure - Sport NISkillsActive / DEL Training Adventureland Update

Section 3 – ATF Working Group ElectionsAOB

ATF – January 2014