Tourism Northern Ireland

Tourism NI Autumn Lunch and Learn Webinar: Maximising Opportunities from TNI Marketing Campaigns

Monday 11th September 2023

Nicki Darnbrook attended the TNI webinar which was hosted by Patricia Kingston with Naomi Waite (Tourism Marketing Director, Briony Gambier-Christy (Marketing Campaigns Officer) and Carmel Scott (Tourism NI Client Marketing Partner) providing the input.

Autumn campaign

  • Launch in NI and RoI on 2nd October 2023 and will end 14th November.
  • In NI the campaign is mainly focused on Natural Quality Seekers and in RoI the campaign is mainly focused on Open Minded Explorers.
  • The campaign is designed to support the industry by driving short breaks and inspire our segments to see, do and spend on a short break in NI.
  • Offers recruited via co-op fund will help to show value for money in NI.
  • It will build knowledge on what NI has to offer and will be underpinned by a PR, Influencer and Content approach that supports the campaign.
  • Media plans with regional rotations will be emailed to Councils.

Co Op Fund

  • The co-operative marketing fund is delivered via NI Hotels Federations to encourage businesses to undertake their own marketing.
  • By aligning with TNI marketing, businesses can maximise overall reach.
  • Closing date for applications was 11th September but this has been extended by 24 hours following this webinar.

Campaign Contents

  • TV and BVOD, radio and press content.
  • Digital content aimed at Open Minded Explorers and Indulgent Relaxers.
  • RoI PR – The Autumn burst of activity in RoI will focus on Open Minded Explorers – industry is encouraged to send in good news stories/content/images to be included in TNI media pitching. Email to
  • NI Digital – segment will be Natural Quality Seekers – estimated reach 460,000-560,000/over 1m projected impressions on Display and YouTube.
  • Campaign activity will be supported with a fully integrated PR plan which will encourage viewers to Embrace Change this Autumn.
  • TNI will focus their customer marketing communications on three overarching themes: October – Our Towns and Cities, November – Short Break Inspiration, December – Festive Favourites.
  • It is important to become bookable on Discover Northern Ireland – TNI have partnered with the Tourism Exchange (TXGB) to achieve this.

Top 5 Things to Do Now

  1. Update your listing – on Discover Northern Ireland to benefit from the traffic that will visit during the campaign.
  2. Use the downloadable assets including free imagery content, available from 2nd October for your own social posts and marketing activity. The industry toolkit (including links to campaign content with free resources and images that organisations can use across their channels) will also be available to download from
  3. Push out relevant campaign content to your own marketing channels as working collaboratively gives us maximum impact in the marketplace.
  4. Share good  news stories to
  5. Use #EmbraceAGiantSpirit on your social posts.

Questions asked:

How does TNI select who gets featured in their campaign?

Target segment, research and insights (value for money), seasonality and what is available for user and target markets – NI consumers prioritise hidden gems/quirkiness and RoI consumers prioritise well know attractions and landmarks.

Why are some organisations content not included in the TNI campaign?

Ensure content mix created is high standard/high resolution, correct size and format. There are hints, tips and tutorial videos on creating content on TNI website.

What does the co-op fund cover?

The fund covers 50% of marketing costs up to a maximum total payment of £3,000. 

What is best for offers from small accommodation providers?

Smaller providers could offer deals specific to the Autumn/Winter season, bundled offers (accommodation and food) and experiences linked with accommodation are popular. Anything to make it different and personalise your business eg hot drink after an Autumn walk, Autumn local produce for dinner. Offers can be uploaded through TNI, if not through the Co-op fund.

The webinar and all supporting documentation can be viewed here.