General Industry

Tourism NI Announces Autumn 2021 Marketing Campaign

By Dave Simpson
Tourism NI Announces Autumn 2021 Marketing Campaign

Tourism NI has announced a marketing campaign for the autumn of 2021.


In a statement published on its website, Tourism NI said, "Tourism Northern Ireland is providing industry support to help with the marketing of tourism businesses. It will deliver a range of digital and other advertising.

"The Northern Ireland Hotels Federation will assist the industry in supporting this activity and securing direct business. There are two different ways you can get involved in this campaign, outlined below.

"The campaign will take place in October and November 2021. The closing date for entries is 24th September 2021."

Tourism NI continued, "Campaign Timetable


"The campaign will start with TNI advertising from 4th October. It will run through to 19th November 2021. All advertising must be completed by 19th November.

"Themed weeks will run as part of this campaign and participants are encouraged to support these where possible. The inital draft plan for these weeks is as follows:

"w/c 4th Oct – Derry~Londonderry
"w/c 11th Oct – Fermanagh & Tyrone
"w/c 18th Oct – Mournes & Strangford
"w/c 25th Oct – Causeway Coast & Glens
"w/c 1st Nov – Armagh & Down
"w/c 8th Nov – Belfast

  1. "Online Promotion and Offers

"Who: Hotels, guesthouses, B&Bs,guest accommodation, self-catering and visitor attractions graded by Tourism NI. Some visitor experiences will also be eligible.

"Accommodation participants are asked to provide an overnight rate - added value is encouraged where possible. Visitor attractions and experiences should provide a ticket price or package so that customers can fully understand the value of a break in Northern Ireland. Free experiences are permitted. Flexible cancellation policies are encouraged.


"Accommodation offers must be bookable online and all are subject to availability. You must provide a live booking link as part of the application process. Tickets should be bookable online where possible as this has been proven to be most attractive for customers.

"The most successful participants in previous campaigns have developed bespoke landing pages with visitor information content and itinerary ideas. We encourage you to consider this if possible. All participants must be accredited under the We're Good to Go Scheme.

  1. "Co-operative Marketing Fund

"Who: Only those taking part in section 1 who are willing to fund their own advertising. The marketing fund that is available to support your own marketing activity across a broad range of media channels. You pay for advertising and claim back 75% from the fund.

"The Co-operative Marketing Fund is designed to support your own advertising or PR in the Republic of Ireland and Northern Ireland. If your planned activity meets the criteria, the fund will cover 75% of your costs up to a maximum total payment of £7,500 per industry provider.

"To take part in the marketing fund you must provide an offer in section 1.


"Those who wish to avail of this fund should note that:

  • "Activity and spend must happen between set dates as set out in the letter of offer you will receive.
  • "You can use any media or PR channel as long as it is clearly aimed at ROI or NI leisure consumers.
  • "Promotion of weddings or meetings is not allowed.
  • "You must use a tracking code in your advertising where possible.
  • "You should use the Embrace a Giant Spirit branding where possible.
  • "You must commit to spend at least £500 up front to take part. 75% of this can be claimed back.
  • "You must be accredited under the We're Good to Go Scheme. See to apply.

"Further terms and conditions will be in the Letter of Offer you receive."

Further Information

Tourism NI added, "Important Note: Only apply for what you can spend (ex-VAT). If you don’t spend your allocation, other people lose out.

"The closing date for applications is 24th September 2021.

"Apply now via the Northern Ireland Hotels Federation website:"

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