ROI Campaign – Autumn 2019


A partnership programme funded by Tourism Northern Ireland. Delivered by Tourism Northern Ireland and Northern Ireland Hotels Federation.

Tourism Northern Ireland and the Northern Ireland Hotels Federation are again targeting the Republic of Ireland market.

Tourism Northern Ireland will deliver TV, outdoor, press, social media, PR and digital advertising. The Federation will assist the industry in supporting this activity and securing direct business from this market. There are two different ways you can get involved in this campaign, outlined below.

The significant investment by TNI will lead to increased website traffic – think about how you can use your offers to capture a sale from this traffic.

The target for this campaign will be Open to Ideas, as detailed below.

Open to Ideas: This group covers all ages but leans towards 35+. They are couples or friends who want inspiration for itineraries but like to plan their own activities.

The campaign will take place from 9th September to 15th November. The closing date for entries is 19th August and further information is available at

Campaign Media Plan

Details are being finalised on the overall media plan but it is proposed to run a series of themed weeks throughout. These are set out below. Participants are encouraged to use these dates to tailor their own activities.

w/c 9th September – Belfast
w/c 16th September – Armagh & Down
w/c 23rd September – Fermanagh & Tyrone
w/c 30th September – Derry-Londonderry
w/c 7th October – Causeway Coastal Route
w/c 14th October – Mournes & Strangford
w/c 21st October – Belfast

* Dates may be subject to change. Please check with us before booking media.

1. Online Promotion and Offers

WHO: Graded hotels, guesthouses, guest accommodation and visitor attractions. Registered food & drink experiences.

Accommodation participants will be asked to provide a B&B offer. Visitor attractions and food & drink experiences should provide a single ticket price so that customers can fully understand the value of a break in Northern Ireland. Free experiences are permitted. Accommodation offers must be bookable online on your own property website 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. A landing page also allows a bespoke offer or experience to be created that is not visible to your regular vistors.

2. Co-operative Marketing Fund

WHO: Only those taking part in section 1 who are willing to fund 40% of costs.

The Co-operative Marketing Fund is designed to support your own advertising in the Republic of Ireland market. If your planned activity meets the criteria, the fund will cover 60% of your costs up to a maximum payment of £5000 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 9th September and 15th November 2019. You can use any media channel as long as it is clearly aimed at the ROI market. You must use a tracking code in your advertising (where possible). You should use the Taste the Island branding where possible. There is a minimum spend of £500 (before subsidy) to take part in this campaign. Important Note: Only apply for what you can spend (ex-VAT). If you don’t spend your allocation, other people lose out.

Who can take part?

This campaign is open to all hotels, guesthouses, guest accommodation and visitor attraction providers graded by Tourism Northern Ireland. If you are not currently graded, contact us for advice. To support Taste the Island, the scheme is also open to food and drink experiences that have registered with Tourism Northern Ireland.

Enter now

Please complete your entry form here by 19th August 2019. Contact us on 028 9077 6635 if you have any queries.