We were delighted to work with Visit Belfast to develop their Christmas Campaign, the 'Joy of Belfast'. Our campaign celebrates the joy of Belfast at Christmas time, where lights sparkle and there’s a warm welcome waiting for all.
Our objective was to reacquaint the visitor with Belfast, its suburbs and all that’s on offer this Christmas. Our campaign promoted Belfast as an exciting revitalised city destination for day trips and overnight stays. We sought to highlight the fact that Belfast has it all; premier shopping, entertainment, restaurants and accessibility.
The locations that we chose to film showcased the variety Belfast has to offer in terms of range of retailers and the value for money across the city. From special hand-picked gifts at Victoria Square and CastleCourt with big shopping brands, to independent boutiques and festive market stands. Our campaign invites you to bring the family and spend time with friends in Belfast this Christmas, where there’s great places to meet, eat and sleep.
We utilised our relationships with key Visit Belfast partners across the city - retailers like Victoria Square and Castlecourt, nightlife hotspots such as The Perch and of course Translink who provide fast and frequent transport links throughout Northern Ireland.
The creative comprised of bespoke typographical treatment, coupled with commisioned photography in and around the Belfast area. The creative reflected the traditional joy of Christmas with a modern element. The filming and photography was meticulously planned and executed as we needed to take the audience on a comprehensive tour of Belfast, all from the comfort of their own living room. We secured top television spots in the run-up to Christmas, with the commercial being shown during popular programmes such as Jamie Oliver's Christmas Special, I'm A Celebrity Get Me Out of Here and Alan Carr - Chatty Man.
We used the social hashtag #SharetheJoy throughout the campaign and ensured that it was featured on all our creative. The hashtag gained traction on social media channels quickly and encouraged Belfast to become involved in the campaign. The campaign has been shared online by key Visit Belfast Partners and social influencers such as Eamonn Holmes.
Sharing The Joy of Belfast. I love my City. U can take the man out of Belfast but can't take Belfast out of the Man https://t.co/w7CdfEcsIq— Eamonn Holmes (@EamonnHolmes) November 21, 2015
Creating a fully integrated campaign for Belfast was high priority so we ensured that we used a variety of mediums, incorporating targeted messages for specific user demographics. Our campaign will run on TV, outdoor, radio, press and digital in NI and on radio, outdoor and digital in RoI throughout November and December.