Derry~Londonderry UK City of Culture 2013

Derry~Londonderry is the first ever UK City of Culture this year - a major accolade for the city and for Northern Ireland.  Tourism Ireland campaigns for the year-long programme are rolling out across the world highlighting the wonderful programme of events, concerts and exhibitions that are taking place all year.

See some of the highlights below:

Philadelphia Flower Show
A specially commissioned Derry~Londonderry UK City of Culture garden was the centrepiece of the Tourism Ireland stand at the world’s largest flower and horticultural show – the Philadelphia Flower Show, attended by 260,000 visitors.  
Pictured below are Northern Ireland Tourism Minister Arlene Foster and Tourism Ireland Chief Executive Niall Gibbons, giving garden designer Trevor Edwards a helping hand to prepare for the show.
 
Pictured at the show are chef Ian Orr of Brown's restaurant, Londonderry and Northern Ireland industry partners at the Tourism Ireland stand. 
 


TV Advertising 
More than 4.4 million potential visitors in GB will see Derry~Londonderry featured in Tourism Ireland's latest Northern Ireland TV ad.  This national campaign is running on Channel 4, Channel 5 and satellite channels targeting the "Culturally Curious" visitor segment.

 
 
Co-operative Marketing Campaigns
Co-operative campaigns with air and sea carriers will continue throughout 2013 promoting the great array of fares and routes to NI. 
The print and online campaign with Ryanair in London (STN), Liverpool, Birmingham and Glasgow (Prestwick) is promoting Londonderry flights to Ryanair's database of 1.2 million in GB, with the homepage promotion delivering almost 10 million impressions to date.
 
 
Direct Marketing
UK City of Culture will feature strongly in Tourism Ireland ezines and direct marketing in all markets this year, promoting events and good value offers for Derry~Londonderry and environs.
 

 
Social Media
Tourism Ireland is using the online photographic tool Instagram to highlight the splendour of Northern Ireland’s beauty spots, the buzz of thriving shopping, fabulous food and restaurants.

Following his recent trip to Derry~Londonderry, GB and globally followed "Instagrammer" Finn Beales added 20,000 followers to reach almost 250,000 daily followers. 
 

Spreading the news - Publicity & Media Partnerships
A year-long partnership with the Daily Telegraph in GB is promoting Derry~Londonderry to its 1.4 million readers throughout 2013. Their Saturday events and TV supplement 'Seven Magazine' kicked off the publicity campaign on 30th December 2012 with a special 8-page feature. In addition, 16 other features have run across their arts and travel supplements, as well as in the main newspaper. 
The Telegraph website also hosts a dedicated hub page, featuring articles and a calendar of events.
Click here to see more

Articles have also appeared in a range of other top GB news titles, including the Financial Times, The Independent on Sunday, Sunday Mail and The Guardian. 


Promoting Derry~Londonderry at UK City of Culture promotions overseas 
Tourism Ireland and industry partners at events in Australia, Scandinavia, at the Clipper Event and The Dutch Press Awards in The Netherlands, and 'Excursions' Holiday Fair in London, just some of the high-profile events.
 

 
Industry partners promoting Derry~Londonderry UK City of Culture in New York, at World Travel Market in London, at the Stone Mountain Consumer Show in Atlanta, Georgia, at the ‘Great Days Out’ travel promotion in Manchester; and filming for Tourism Ireland’s latest TV Ad Campaign.


Working hard overseas to promote Derry~Londonderry UK City of Culture were; NW Language School at AULA, Spain's biggest International Educational Opportunities Exhibition (attendance:100,000+) and NW Academy of English on the Tourism Ireland stand at BIT, Italy's most successful trade and consumer fair (attendance: 100,000+).

 
Local language market books
Examples of UK City of Culture coverage in market books which will be distributed across markets, in 7 language versions this year.  


 
The 12 million unique visitors to Tourism Ireland's Ireland.com website this year will see Derrytv, a weekly programme featuring highlights from the City of Culture programme.

 
Radio Advertising 

Click here to listen to Derry~Londonderry radio ad