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Northern Ireland Adventureland Weekend
2013 Review & Plans for 2014
Beverley Pierson (Outdoor Recreation NI)& Julie McLaughlin (NITB)
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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
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Website Visits
2012 - 2013 -
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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
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Campaign Objectives
2) Generate £400,000 PR Value:• £471,090 PR secured (11% of ORNI PR per annum)
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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
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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
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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
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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)
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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
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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
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Issue/s with Campaign
• Lack of ROI participants despite 30% of budget being spent here
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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
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2014 Options
1) Do nothing2) Do something completely different3) Continue with Adventureland Weekend with
additional tweaks to address the lack of ROI participants
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2014 NIA
Option 3• Continue with Adventureland Weekend focusing
on the NI Market• Roll out a dedicated summer campaign in the
ROI market
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Proposed Dates:• 5th & 6th April
•12th & 13th April
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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