A massive £4+ million promotional drive has been under way across the globe, highlighting Titanic Belfast and the city’s famous maritime story. Tourism Ireland estimates that its promotions for ni2012 will reach over 100 million people this year.
Campaigns are running on TV, in press and cinemas, on radio, outdoor, online and social media, supported with promotions and publicity.
- Northern Ireland advertising will reach 70% of the British population 15 times during 2012.
- 4,700 Titanic ads are running in numerous transport hubs around GB this spring, around the opening of Titanic Belfast; these include 3,500 ads in the London underground as well as ads in Scotland, Liverpool and Manchester.
- In the US, over 5 million TV viewers will see Tourism Ireland’s ‘Jump into Northern Ireland’ ad when it airs around the new four-part TV series, Titanic, written by Julian Fellowes (creator of Downton Abbey).
- Tourism Ireland’s 60-second ad featuring Northern Ireland will reach millions of cinema-goers in GB and the US, when it is screened before James Cameron’s Titanic 3D.
- In the US, full-page Northern Ireland ads and full-page features in travel, thought leader and epicurean magazines, including The New Yorker, Condé Nast Traveler, Bon Appétit and AFAR, are reaching an estimated 20 million readers.
- A special Northern Ireland/Titanic cover wrap-around on AM New York (a free morning newspaper which is distributed on sidewalks and in the subway) was seen by over 300,000 commuters in NY.
- Supplements have also appeared in newspapers like the Glasgow Herald (a 12-page visitors’ guide to Northern Ireland was circulated with the newspaper to approximately 50,000 readers) and the Daily Telegraph (a 16-page guide to Northern Ireland was circulated with the newspaper to approximately 900,000 readers).
- Titanic-specific ads are targeting potential visitors on key travel and lifestyle websites around the globe e.g. in the US alone, close to 1.7 million potential holidaymakers will see Northern Ireland advertising online this spring and will have the opportunity to enter a competition to win a prize of a trip to Belfast.
- And 13 million subscribers to Travelzoo (a high profile travel website which features hot deals and special offers) in the US are seeing Northern Ireland holiday offers and promotions for Titanic this spring.
- Tourism Ireland’s dedicated Titanic tourism website – www.the-titanic.com – is targeting people searching online about Titanic, who may previously have been unaware of the links between the famous ship and Northern Ireland. The site is profiling Northern Ireland and its shipbuilding heritage and building awareness of the association between Titanic and Belfast. Last year, the site attracted some 350,000 visitors; by mid-March of this year, it had already had in excess of 222,500 visits.
- Central to the website is a series of 14 short films which recount different and intriguing aspects of the Titanic story and its links to Belfast. These films have been viewed about 300,000 times to date.
- Tourism Ireland’s Titanic Stories Facebook page has almost 110,000 fans; in an average week, about 1,000 fans are chatting about Titanic on the site.
Titanic on Prime Time TV
- A new three-part series, 'Titanic with Len Goodman', will air from today (30 March) on BBC 1; the series was part-funded by Northern Ireland Screen and Tourism Ireland. Before becoming a dancer, Goodman (of Strictly Come Dancing fame) was a welder in Harland & Woolf’s East London yard. The series will explore the stories of various people with connections to Titanic.
- BBC Whizz Kid has made a Titanic centenary special; the commemoration, a live televised event, will take place in Belfast on 14 April. The story of the ship will be retold through orchestral performances, a massed choir and documentary and archive material. The 90-minute event will air on prime time TV across GB on the evening of 14 April, from Belfast’s Waterfront Hall.
Titanic and ni2012 reach 1M+ Europeans at travel fairs
In excess of one million people around Mainland Europe have had the opportunity to find out about the fantastic holiday experience on offer in Northern Ireland this spring. Tourism Ireland stands at holiday fairs like ITB in Berlin, FITUR in Madrid, Vakantiebeurs in Utrecht (the Netherlands), MAP in Paris, and CMT in Stuttgart have all had a special Titanic theme, celebrating the legacy of the iconic ship.