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22 Apr 2016

Tourism Ireland unveils new campaign with vevo – highlighting Belfast to ‘social energisers’ in GB

Tourism promotion for Belfast to reach 200,000 potential holidaymakers

Tourism Ireland in London has teamed up with vevo, the number one music platform in Britain, in a new campaign highlighting Belfast to its important ‘social energiser’ audience.

Tourism Ireland is sponsoring a popular playlist called ‘essential weekend mix’ – on and on the vevo channel on YouTube. The playlist features artists who appeal to ‘social energisers’, including people like Avicii, Ariana Grande and Jonas Blue. Tourism Ireland’s ‘Check Belfast’ film is playing at the start of the playlist and then every seven minutes throughout. Online ads for Belfast, surrounding the playlist on both and YouTube, are also highlighting some of the many things to see and do in Belfast and encouraging viewers to click through to the special ‘Check Belfast’ section on Tourism Ireland’s website,

The promotion, which will reach about 200,000 people across Britain, is designed to appeal to ‘social energisers’ – typically young couples or adult groups looking for excitement, new experiences and fun, social holidays somewhere new and different.

Julie Wakley, Tourism Ireland’s Deputy Head of Great Britain, said: “Our latest campaign should prove to be a great way for us to engage with our target audience of ‘social energisers’, raising awareness of some of the many great, vibrant experiences on offer in Belfast, really bringing our message of fun and excitement to life and inspiring them to put a trip to Belfast on their ‘must do’ agenda for 2016.”


Notes To Editors

  • Tourism Ireland is the organisation responsible for promoting Northern Ireland and the island of Ireland overseas as a leading holiday destination.
  • Tourism is responsible for in excess of 5.2% of GDP in Northern Ireland and supports approximately 43,000 jobs.
  • In 2015, we welcomed about 1.9 million overseas visitors to Northern Ireland, delivering revenue of about £454 million.
  • Tourism Ireland’s international website is, available in ten different language versions for over 30 individual markets around the world. In 2015, attracted about 16.6 million visitors.