12 Dec 2019
An exciting new brand concept has been unveiled to promote Northern Ireland as a destination.
Tourism NI have launched Northern Ireland/Embrace A Giant Spirit – a new destination brand that will be used to promote Northern Ireland internationally and on the island of Ireland.
Revealed earlier in November at World Travel Market, the leading global event for the travel industry, the brand concept has been designed to communicate a high-quality experience that is recognisable as distinctively Northern Irish.
Tourism NI worked with some of Northern Ireland’s finest talent in the production of the brand.
The new logo was designed by artist Colin Davidson, best known for painting a host of famous faces such as the Queen, Angela Merkel, former US President Bill Clinton and musicians such as Ed Sheeran. Pulitzer prize-winning poet Paul Muldoon and Oscar-nominated cinematographer Seamus McGarvey were also involved in creative content and production.
The ‘Embrace a Giant Spirit’ tagline emerged as the most popular and compelling proposal reflecting Northern Ireland’s history, culture and people after extensive testing in core markets. The new approach to promoting Northern Ireland has also been roundly endorsed by the local industry.
Food Tour at St. George's Market
The brand comprises two key concepts. Firstly, ‘a land built by a giant spirit’ which reflects consumer research and feedback that Northern Ireland is perceived as warm, engaging and big-hearted. It is a land built by pioneers and entrepreneurs 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 your spirit’ based on what is known about what travellers seek out in Northern Ireland, namely, embracing the culture and heritage, connecting, discovering and refreshing.
In the first phase of roll out, a range of Northern Ireland experiences are helping to bring the brand to life. They include established international attractions such as Old Bushmills Distillery and Titanic Belfast along with authentic experiences that offer compelling new reasons to choose Northern Ireland.
Experiences include walking the clifftops of the Causeway Coast, following traditional music trails in Belfast, kayaking on the spectacular Strangford Lough and getting hands-on to discover the craft behind the world-famous Belleek pottery. There are also food and drink tours, walking and boat tours, and tours to get to the heart of rural Northern Ireland.
Tourism Ireland will roll out the brand in key markets around the world in 2020 via an extensive programme of trade, media and consumer communications with the message that there has never been a better time to visit Northern Ireland.
Need more resources? View our images and videos from across Ireland