Update on Pilot Projects

Pilot 1 & 2:  Communicating the Brand

To help bring the brand to life ‘visually’ and ‘verbally’, a storybook has been created. ‘My NI’ is our storybook that celebrates all that is precious and special about Northern Ireland.  This is available to view in the downloads section.

‘This is Northern Ireland. Be Visitor Inspired’ demonstrates the way we need to think, act and behave to deliver the best experience we can. Some ideas to help you become visitor inspired are found in the '16 Steps' book, available to download opposite.

  • 6th October 2009 - our showcase event at Titanic Dock and Pump-House profiled all of the pilot projects in action. We enlisted our industry with 'a call to action' to 'Be Visitor Inspired'. Videos from the event are available to view in the Showreels section.
  • Jan-May 2010 - Northern Ireland tourism hits the road.  A series of regional roadshows have been delivered to showcase the impact that the brand has had across Northern Ireland.  During January and February 2010, NITB rolled out a stakeholder engagement programme.   Five stakeholder events held aiming to develop partnerships around the Tourism Strategy and support for a single tourism voice.  During April/May NITB Senior Management Team held 9 Regional Road Show events aimed at engaging a range of operational tourism professionals on:
      • The brand for NI tourism – “are you visitor inspired?”
      • The Tourism Strategy for Northern Ireland – “what it means to you”
      • The role of NITB in providing advice and assistance – “what we can do for you?”
    • Ongoing - Tourism Industry Engagement.  A series of masterclasses, learning journeys and business insight workshops will be delivered.  The brand will be at the heart of these events and each event positioned under the ‘visitor inspired’ umbrella. For up-to-date information on industry workshops, go to www.nitb.com/industrydevelopment.

    Pilot 3 & 4: Marketing Campaigns in NI and ROI, and Gardens Campaign

    NITB’s marketing campaigns for Northern Ireland and Republic of Ireland showcase the variety of unique experiences available to our visitors. Focusing on the brand theme ‘uncover our stories’, this widely recognised and praised campaign is running in both Northern Ireland and the Republic of Ireland. 

    NITB have also undertaken further campaigns: Summer & Autumn 2009, encouraging Republic of Ireland and international visitors to ‘Head North’. The Summer campaign aimed to encourage the large numbers of ROI shoppers flocking to Northern Ireland to ‘explore more’ by extending their stay or coming back for a short break. International visitors in ROI were encouraged to include Northern Ireland in their holiday itinerary. The ‘Head North’ creative, highlighted Northern Ireland’s unique hidden gems and used them to showcase the variety of things to see and do throughout Northern Ireland.

    The Autumn campaign built on the success of the previous activity and involved new TV commercials aimed at our three key audiences - namely families, empty nesters and young couples. A Spring campaign is due to launch mid February 2010 and will run to the end of March. Keep up-to-date on www.discovernorthernireland.com.

    We launched our new £1million 2010 Spring marketing campaign in both Northern Ireland and the Republic of Ireland continuing with the "explore more" theme. It included features and articles on St. Patrick’s Day and Easter celebrations, backed up with consumer PR opportunities.  

    We also received the UK award for Excellence in the Public Service category from the Chartered Institute of Marketing and received Recognition by DETI, of being best practice for our development of an online facility for certification to comply with the EU Services Directive.

    Pilot 5: NITB Website

    NITB is is continually revamping its website in line with the branding principles to ensure that it will engage and create intrigue with visitors.

    Pilot 6: B&B IT Training Programme

    An IT Training programme was delivered to the B&B sector in March 2009 to illustrate how they could incorporate the brand principles into their own IT communications.  30 workshops were rolled out across NI and feedback has been so positive that self-catering providers are now asking for the programme to be extended to them.

    Pilot 7: Belfast International Airport

    First impressions count, so it is important to give visitors a warm welcome.  A partnership between Belfast International Airport and NITB was established to provide a warm welcome to visitors and create a positive first impression.  A series of hanging and fixed light boxes featuring new and creative imagery to replace the current and slightly outdated photography were installed in May 2009.

    Pilot 8: Product Knowledge - Best Practice Case Studies

    NITB have been working with accommodation providers and visitor attractions that are already ‘living the brand’ to demonstrate how they encourage their visitors to discover NI’s products and experiences. In partnership with the providers, a criterion was developed in full and case studies have been rolled out through the Masterclass programme.  Six case studies are available:  Newforge House, County Down; The Merchant Hotel, Belfast; Lough Erne Golf Resort, County Fermanagh; Belle Isle, County Fermanagh; Belfast Zoo, Belfast; Slieve Donard Resort & Spa, County Down.  Case studies are available in downloads section. Further case studies will be produced in the coming months.
    Click here for Case Studies Downloads

    Pilot 9: Taxi Product Knowledge Programme

    Taxi drivers have the potential to influence a visitor’s experience of Northern Ireland either positively or negatively. They are often the first point of contact visitors have and they provide invaluable insights to inform visitor experiences.  Focus groups held with taxi drivers confirmed that, while they provide an authentic service in terms of the sites visitors are taken to, they often do not have access to relevant facts, so that visitors have an incomplete experience.

    A product knowledge DVD and booklet was produced during April 2009, and was rolled out to 2,500 taxi drivers through a series of engagements.  70% of participants thought the initiative was excellent and similar programmes are being considered for other Northern Ireland regions.

    Pilot 10: WAP Project/Mobile Information

    NITB developed and piloted a Web Application Protocol (WAP) which encouraged people to text a number to receive information on things to see and do nearby.  Further to the pilot, a usability study was carried out and participants confirmed that their preferred means of accessing information remotely is through their own mobile phone network provider. 
    Discovernorthernireland.com now has web pages specifically developed for mobile users.

    Pilot 11: St. Patrick Signature Project & Downpatrick Urban Regeneration

    In partnership with Down District Council and the Department of Social Development, NITB have identified opportunities to integrate the NI tourism branding principles into the urban regeneration program underway in Downpatrick. A report has been completed which sets out a series of potential visitor inspired projects and new brand implementation priorities agreed. Work has commenced in Downpatrick and due for completion by March 2010.

    Pilot 12: St. Patrick’s Trail

    15 sites have been identified along St. Patrick’s Trail that requires interpretation. The brand framework has been used to turn what was standardised interpretation into something unique that will enhance the visitor experience. New visitor inspired interpretation materials have been agreed which will act as a local driver for visitors and also as an overall motivator to visit other sites on the Trail. It is hoped that the first 20 totems will be in place by Autumn 2010.

    Pilot 13 & 14:  Visitor Servicing Conference and Tourist Information Centre

    These started as 2 separate pilots, however as they evolved, it became apparent that they were simply an extension of one another.

    In February 2009, 120 participants attended a 2 day Visitor Servicing Conference. A TIC workshop on Day 2, focused on how TIC staff could adopt the brand principles and test delivery of the new NI experience within their own TICs. Action plans were developed and a TIC Product knowledge programme evolved.

    One of the actions was the TIC Challenge; a competition inviting the TIC network to put together short familiarisation trips that best describe the NI tourism brand theme, ‘uncover our stories’.  The entries were assessed and 6 winners identified.  Each winning TIC received funding to develop their trip and host the remainder of the TIC network, council staff and local councillors.

    Pilot 15: Giant’s Causeway and Causeway Coastal Route

    17 sites have been identified along the Causeway Coastal Route that require interpretation. The brand framework has been used to turn what was standardised interpretation into something unique that will enhance the visitor experience.
    Northern Ireland Environment Agency (NIEA) is working with NITB to develop and introduce a new level of visitor experience at these two key castles sites. Using engaging signage and innovative interpretation, this project will bring the castles to life for the visitor and enable them to ‘uncover our stories’. In addition, it will serve as a springboard to other sites of interest along the Causeway Coast & Glens Region.

    The new Northern Ireland visitor inspired interpretation guidelines includes best practice guide to interpretative signage along the Causeway Coastal Route. ‘Simple ideas for sharing your story through interpretation’ are now available in downloads section.

    Pilot 16: Tall Ships

    Belfast had the honour of being selected as the finishing port of the Tall Ships Atlantic Challenge in 2009.  From Thursday 13th – Sunday 16th August, a fleet of over 40 ships berthed along the River Lagan, around Queen's Quay, Albert Quay, Clarendon Dock, Pollock Dock and Custom House Square.  Having travelled across the Atlantic from Halifax in Canada, they included 10 Class ‘A’ Tall Ships and up to 30 smaller vessels, crewed by 1,000 men and women from across the globe.

    The Tall Ships was one of the most important events in Belfast during 2009.  Visitors were able to enjoy numerous quayside activities, including food, music, street theatre and magical performances.  NITB worked with Belfast City Council and Belfast Visitor & Convention Bureau to develop visitor experiences at this event providing pontoons and bollards along the quay.  These now serve as a permanent dedication.

    400,000 visitors were expected to see the Tall Ships event.   Around 750,000 people crowded to the city's docks for the biggest event ever staged on the island of Ireland. This included 100,000 holiday-makers who visited the city especially for the event - and 250,000 people believed to have watched the magnificent ’Parade of Sail’ out of Belfast Lough. It is estimated that the event generated £10 million for the local economy.

    Pilot 17: Cookstown TIC Capital Build Project

    The project involved the refit of Cookstown TIC, funded under the Tourism Development Scheme (TDS).  The visitor experience was enhanced by applying NI brand interpretation to the look and layout of the Centre.  The centre has now been completed and official launch of the TIC held in March 2010.

    Pilot 18: Product Knowledge – Higher Education Sector

    People 1st, with funding support from the Department for Employment and Learning (DEL) and the Northern Ireland Tourist Board (NITB), have developed a teachers' educational resource for tourism to support the curriculum in schools in Northern Ireland.

    The web-based resource – ThinkTourismNI – is the first of its kind in Northern Ireland. It focuses on local tourism case studies from across the sector, and has been designed to support delivery of the vocational school curriculum for hospitality, leisure and tourism.

    It is hoped the resource will also equip students following other career paths with a broad appreciation and awareness of this important industry.

    The resource has been designed to incorporate discussions, role plays, presentations, video case studies, people profiles, virtual tours and teaching and learning scenarios. It will also provide students with an opportunity to acquire knowledge and skills relevant to the tourism industry.

    ThinkTourismNI will be formally launched at an event at the Park Avenue Hotel in Belfast on 20 May. The ThinkTourismNI website - thinktourismni.co.uk - will be live following the launch.

« Back to Top