Promote trips to Northern Ireland with a focus on accessibility, targeting consumers in both the active planning and booking phases
Travelers are sticking closer to home, with 64% planning to travel up to six hours from home and only 36% planning to travel seven-plus hours from home
We enhanced awareness for Tourism Ireland by leveraging a diverse range of products and data, including display ads, influencers, and social. The primary channel focus was podcasts, a first ever for the brand, to authentically add a crucial layer of reach, awareness, and engagement among new audiences.
*This report draws on multiple complementary data sources, including proprietary first-party data on bookable experiences and travel intent signals, Tripadvisor forum discussions, as well as third-party syndicated data. This includes consumer survey data and insights from GWI (GlobalWebIndex), a syndicated consumer research platform.