E XCITI NG E XPER IE NCES TO E NJOY BY E MBR ACI NG “A G IANT SPIR IT ” I N NORTHER N IREL AND
Northern Ireland - Embrace a Giant Spirit, a new experience brand being rolled by Tourism NI and Tourism Ireland, will highlight exciting experiences for visitors to Northern Ireland to enjoy, according to Tourism NI chief John McGrillen. The focus on experiences has been added to the longstanding themes about the beauty of the landscape and the warmth of the welcome from local people that visitors have long experienced in Northern Ireland,” he continues. “Embrace a Giant Spirit is an imaginative branding designed to showcase that there’s much, more to Northern Ireland well beyond the best known attractions such as the Giant’s Causeway and Titanic Belfast,” Mr McGrillen explains.
heritage here and enjoying refreshing experiences. Embrace a Giant Spirit is a compelling concept reflecting the
“The new brand is the outcome of extensive research in all our key
history, culture and the warmth of people of Northern Ireland. Mr McGrillen continues: “The launch of the brand marks the start of
markets to help us build on the outstanding achievements of our previous campaigns which saw tourism revenue here grow to a £1bn
a 10-year journey to support the tourism industry and local economy
record last year. We want to double the size of the industry and its
by developing new authentic experiences that can be promoted
overall contribution to the economy over the next decade,” he adds.
to the travel trade and to consumers throughout the world.” A list of 23 visitor experiences is now being promoted. Sixteen
Embrace A Giant Spirit will communicate “a high quality experience to visitors that is recognisable as distinctively Northern Irish”. The brand comprises two important concepts: Firstly, a land
are located in Antrim and Down. Others include the Dark Sky Observatory, currently under construction at Davagh Forest near Cookstown in Tyrone, Mourne Walks and a ‘blossom to bottle’
built by a Giant Spirit which reflects consumer research and
experience at the Armagh Cider Company, near Portadown. Seamus
feedback that Northern Ireland is perceived as warm, engaging
Heaney Homeplace in Bellaghy, Taste the Coast Food Tours and
and big-hearted. It is a land built by pioneers and entrepreneurs
Erne Water Taxis are also figuring in the promotional drive. Experiences offered by filming locations associated with the TV
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 spirits based
blockbuster The Game of Thrones and events such as The Open golf championship last year at Royal Portrush are outstanding examples of
on what is known about what visitors seek out in Northern
the benefits to the local economy. “We estimate that one in every six
Ireland, namely discovering and embracing the culture and
visitors last year came specifically to experience the filming locations.
Go Wild Magazine - Northern Ireland, 2020 Edition
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