northern ireland adventureland weekend 2013 review & plans for 2014 beverley pierson (outdoor...
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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
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