Northern Ireland Tourist Board: Changing perceptions and reversing years of decline

An integrated communications campaign has reversed years of decline in domestic tourism in Northern Ireland. Negative consumer perceptions have been confronted head on by the challenge to find a short break on the target audiences doorstep - 'Where? - Northern Ireland'. Employing a responsive, integrated, through-the-line approach, the campaign has been effective in reversing negative perceptions and increasing the numbers thinking about, planning and actually taking holidays in Northern Ireland and importantly providing a platform for future domestic tourism growth