CHANGE
REQUIRED

In August 2018, the Bank Building – Primark fire in Belfast had an unmitigated impact on city access and retail. Footfall immediately decreased by 30%. 14 surrounding businesses had to close. And bus, taxis, trade deliveries and parking were all disrupted.
An urgent response was required to unite and
inspire consumers to get behind the businesses of the city and reverse the immediate footfall crisis in the run up to Christmas.

FULLY
INTEGRATED

Real people were cast, citizens, traders, workers and celebrities, to leverage the public’s deep–rooted civic pride, the #YourBelfast campaign focused on what the city had to offer the Domestic audience, Traders and tourists.

The campaign rolled out across three phases with TV, BVOD and Youtube, Newsbrands, Radio and Social advertising.

THE RESULT

Together with Visit Belfast and its partners the #Your Belfast campaign united the city behind the truth that Belfast would bounce back, was open for business and was looking forwards to building a stronger city.

40%

increase in shoppers during the campaign.

37%

YoY growth in shoppers during
w/c 24 December

£46

shopper average spend

INSPIRED TO
CHANGE?

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