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New Tourism Brand for Northern Ireland Launched

Tourism NI has launched a new destination brand at London’s World Travel Market that will be used to promote Northern Ireland to visitors in the Republic of Ireland and internationally: Northern Ireland – Embrace A Giant Spirit.

Tourism NI worked with some of Northern Ireland’s finest talent in the production of the brand. The logo was designed by internationally acclaimed NI based artist Colin Davidson, with Pulitzer prize-winning poet Paul Muldoon and Oscar-nominated cinematographer Seamus McGarvey also involved in creative content and production.

The brand comprises two important concepts. Firstly, a land built by a Giant Spirit which reflects consumer research and feedback that Northern Ireland is perceived as warm, engaging and big-hearted. It is a place built by pioneers and entrepreneurs with a rich cultural history, reflected through words, music and craft and woven together by a unique elemental beauty.

The second concept is an invitation to awaken your spirit based on what is known about what visitors seek out in Northern Ireland. This is namely, embracing the culture and heritage, connecting, discovering and refreshing.

The new brand will be promoted to the travel trade and consumers. It will offer compelling reasons to choose Northern Ireland. Examples of these include traditional music trails in Belfast, whiskey-tasting on the Antrim Coast and kayaking on the spectacular Strangford Lough.

Commenting on the new brand, Tourism NI Chief Executive John McGrillen said in a statement: “Tourism is a fiercely competitive, global industry. It is crucial that Northern Ireland has prominence both on the island of Ireland, and internationally. We want to transform how prospective visitors perceive our destination and ensure that we deliver on their expectations when they get here.”

“Northern Ireland – Embrace a Giant Spirit is an opportunity and an invitation to create economic uplift for everyone involved in tourism, in all parts of Northern Ireland. It will build on the strengths and successes of the last decade to give authentic experiences provided by businesses large and small that will leave our visitors with unforgettable memories”.

“This is a new approach to promoting Northern Ireland tourism that has been tested in our key international markets and roundly endorsed by our industry. I am delighted to launch our own invitation to the world at World Travel Market 2019, the biggest and most prestigious show for the global travel industry.”

Speaking at the launch, Shane Clarke, Tourism Ireland’s Director of Corporate Services, Policy & Northern Ireland, said: “We are delighted to launch Northern Ireland – Embrace A Giant Spirit with Tourism NI to the international travel trade at World Travel Market, the largest B2B event in the global travel and tourism calendar.”

“Overseas tourism delivers around £560 million per year for the Northern Ireland economy, helping to sustain valuable employment in local communities. We are confident that this new brand will help give Northern Ireland real ‘stand-out’ on the international stage and will deliver a significant boost to the tourism economy over the coming years. In 2020, Tourism Ireland looks forward to unveiling Northern Ireland – Embrace A Giant Spirit in our key markets around the world and will roll out an extensive programme of trade, media and consumer communications. Our message is that there has never been a better time to visit Northern Ireland.”

The World Travel Market takes place annually in London and is the world’s biggest business to business event for the travel trade resulting in £3 billion in contracts. The Tourism Ireland stand is a key sales and promotional platform for Northern Ireland tourism businesses seeking introductions to buyers across the globe.

A range of experiences have been selected to bring the new brand to life in the first phase of roll out. On the list are established Northern Ireland attractions such as Titanic Belfast, more recent arrivals including the Seamus Heaney Homeplace and experiences such as Toast the Coast Food Tours and Erne Water Taxis.

Tourism in Northern Ireland has grown over the past decade into a £1 billion industry. Tourism NI is projecting a doubling of tourism revenue by 2030

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