Northern Ireland Council Invests £450K in Christmas Advertising Campaign
A Northern Ireland council is set to invest £450,000 in a Christmas advertising campaign to promote festive activities and boost visitor spending in the region. The Lisburn and Castlereagh City Council’s (LCCC) regeneration committee has approved the allocation of funds for a comprehensive marketing strategy that will run from 2025 to 2028. This initiative aims to attract more visitors to the area during the holiday season and enhance the overall festive experience for residents and tourists alike.
Research conducted by an independent report in chambers has indicated that promoting council-led Christmas activities can lead to a significant increase in visitor spend by approximately 30%. This data underscores the importance of strategic advertising and marketing efforts in driving economic growth and supporting local businesses during the festive period.
The council officer responsible for overseeing the Christmas ad campaign stated, “In order to ensure the successful implementation of our seasonal marketing initiatives for Christmas 2025 and beyond, we need to initiate the procurement process well in advance. This will allow us to engage a communications company to develop and execute a comprehensive campaign that aligns with our goals and objectives.”
The proposed budget for the Christmas advertising campaign is set at a maximum of £450,000 over a three-year period, with an average annual cost of up to £150,000 allocated from the tourism budget estimates. The officer also highlighted the potential shift towards radio advertising as a cost-effective alternative to expensive TV commercials, emphasizing the need to explore new avenues for reaching a wider audience.
During a discussion at the council meeting, committee chairperson Amanda Grehan (Alliance) suggested the involvement of popular radio personality Hugo Duncan, known for his country music show, as a potential marketing strategy to attract a diverse audience. This innovative approach reflects the council’s commitment to exploring creative and engaging ways to promote Christmas festivities in the region.
In a recent disclosure of expenditure for Christmas 2023, the council revealed that £23,000 of ratepayers’ money was allocated towards a 30-second TV ad campaign aired on UTV, ITV X, and Sky, reaching over 1.6 million viewers. Additionally, a 20-second advert on Cool FM and Downtown radio, costing £4,500, reached almost 620,000 listeners over a two-week period. These figures demonstrate the council’s investment in reaching a broad audience through various media channels.
Addressing concerns raised by Downshire East DUP representative Uel Mackin, the council’s regeneration director assured elected officials that efforts would be made to introduce new and innovative elements to the Christmas advertising campaign. Mackin emphasized the importance of offering unique and engaging experiences to visitors, highlighting the need for fresh and exciting attractions to draw people to Lisburn during the festive season.
Looking ahead to the upcoming Christmas campaigns, the council is committed to refreshing its integrated marketing branding for the 2025-2028 period and beyond. By leveraging innovative strategies, collaborating with key stakeholders, and prioritizing visitor experience, the council aims to create a memorable and engaging festive atmosphere that showcases the best of Lisburn and Castlereagh City to residents and visitors alike.
In conclusion, the investment of £450,000 in a Christmas advertising campaign reflects the council’s dedication to promoting tourism, supporting local businesses, and enhancing the overall festive experience in Northern Ireland. By implementing a comprehensive marketing strategy and exploring new avenues for promotion, the council aims to attract a diverse audience and drive economic growth during the holiday season. With a focus on innovation, creativity, and community engagement, the council is poised to deliver a successful and impactful Christmas campaign that celebrates the spirit of the season in Lisburn and Castlereagh City.