Northern Ireland Tourist Board - Changing perceptions and reversing years of decline and stagnation in domestic tourism

This case shows how a creative idea and an integrated communications campaign has reversed years of decline, stagnation and ingrained perceptions of tourism in Northern Ireland from the residents of the island of Ireland.
Agency: fireimcAuthors: David Mackey and Andrew McAteer

Northern Ireland Tourist Board

Changing perceptions and reversing years of decline and stagnation in domestic tourism – “where? – northern ireland”

INTRODUCTION

This case will demonstrate...