Tourism Ireland Partners With Vevo For New UK Tourism Campaign

By Dave Simpson
Tourism Ireland Partners With Vevo For New UK Tourism Campaign

A new Tourism Ireland campaign fronted by singer-songwriter dodie has kicked off in the UK. The campaign – in partnership with music video and entertainment platform Vevo – features a brand new online film, with dodie taking viewers on a journey around Belfast to discover some of its hidden gems.

Filming took place in October, when dodie was in Belfast to perform at the Mandela Hall, and it features lots of locations around the city, including Queen’s University, the Botanic Gardens, Sawers Deli and the Cathedral Quarter.

The video will be promoted across the Vevo platform in Britain over the coming weeks, with the potential to reach up to 10 million potential visitors for Belfast. The promotion is designed to appeal to ‘social energisers’, typically young couples or adult groups looking for excitement, new experiences and social holidays somewhere new and different.

Julie Wakley, Tourism Ireland’s Head of Great Britain, said, “Our latest campaign with Vevo and dodie promises to be a really great way for us to engage with our target audience of ‘social energisers’ in GB, raising awareness of some of the many great experiences on offer in Belfast and inspiring them to put a trip to Northern Ireland on their ‘must do’ list.

“Great Britain is a vital market for tourism to Northern Ireland. It delivers 65% of all overseas visitors and around 58% of all overseas tourism revenue. Tourism Ireland is rolling out a really extensive programme of promotions – to keep Northern Ireland ‘front of mind’ with GB travellers.”