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03 Nov 2017

Singer-songwriter dodie fronts new Tourism Ireland campaign with Vevo – highlighting Belfast to ‘social energisers’ in Britain

New tourism promotion for Belfast to reach up to 10 million potential holidaymakers

A new Tourism Ireland campaign fronted by YouTube sensation and singer-songwriter dodie kicks off in Britain today (Friday, 3 November). The campaign – in partnership with Vevo, the world’s leading music video and entertainment platform – 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 18 to 34-year-olds – or 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 fun, 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.”

 

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 61,300 jobs.
  • In 2016, we welcomed a record 2.1 million overseas visitors to Northern Ireland, delivering revenue of over £543 million. 
  • Tourism Ireland’s international website is www.ireland.com, 29 market sites available in 11 language versions around the world, which attracted about 19.37 million visitors in 2016.