Agency: fireimc | Authors: 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 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.
Targeting the short break market as the main engine for domestic tourism growth it will demonstrate how negative consumer perceptions, built upon years of political and social unrest and lack of communication/marketing, have...