Insight & Intel
Insight & Intel: April 2024
Raising a glass to new whiskey and gin insights
In our latest quick-fire audience insight survey, we explored the opinions of the outdoor audience on whiskey and gin.
Whiskey is a popular drink of choice amongst 56% with 35% opting to drink at home and a fifth drinking when out at a bar or on-trade venue. Bushmills was the most recalled local whiskey brand. It’s a similar story for gin, but 47% also opt to buy gin as a gift for someone else with only just over a third not ever purchasing gin, either for themselves of as a gift. Our latest insights also delved into distillery tours. 63% were aware of a whiskey / gin distillery tour in NI with almost half (46%) having attended in person.
For a copy of our latest insights, please reach out to a member of the Global Northern Ireland team.
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All Eyes on Bus: A powerful means to ignite action
Last month Global launched a brand-new bus advertising initiative aimed at improving understanding of bus audience mobility trends.
As the first phase of the initiative ends this month, the volume of ‘T-Side Tipoffs’ continues to showcase bus as a powerful means to ignite action from audiences and drive them online to further engage with brands. Early analysis of the results reveals that despite hybrid working, responses were evenly spread throughout the week and only marginally stronger on Tuesdays (34%) and Wednesdays (34%). However, there is a slight shift away from the traditional commute times with most responses occurring between the later timeframe from 9am-12 noon.
Keep vigilant for the full All Eyes on Bus report coming soon.
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Bus Ads mark opening of NI’s first Kate Spade outlet
Retailer, Kate Spade, has opened its first store in Northern Ireland at designer outlet, The Boulevard, Banbridge.
Taking prime position at the entrance, the 1,458 Sq. ft store is only the second outlet on the island of Ireland and offers ready-to-wear ranges, handbags, accessories, small leather goods, tech accessories and jewellery. The new store opening signals growing confidence among brands in local consumers as retail activity on the island overtakes pre-pandemic levels, with outlets having performing particularly well. To mark the opening of the new Kate Spade outlet, The Boulevard enlisted the help of these beautiful 4-metre-high bus Mega Rears, perfectly placed in and around the outlet park to boost awareness and offer increased message relevancy.
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Music delivers huge £30m boost to NI economy
The 2023 editions of Belsonic Festival at Belfast’s Ormeau Park, and Emerge Music Festival at Boucher Road Playing Fields, generated additional economic activity amounting to £30.8 million and created almost 6,000 paid employment opportunities, according to an independent report.
The two privately held and funded events, collectively attracted over 200,000 paid attendees, with substantial numbers of customers travelling to the events – some from as far away as Australia, USA and mainland Europe.
The popularity of such events is fitting given music has long been part of Belfast’s heritage and is currently the only UNESCO city of music on the Island of Ireland. Belsonic returns on to Ormeau Park on 7th June and Emerge on 24th Aug 2024 with both events boasting huge summer line-ups.
Retailers rush to Global partner centre, Rushmere
Global partner, Rushmere Shopping Centre, has gone from strength to strength following last year’s announcement of a £10 million redevelopment project to reimagine the destination’s visitor experience.
Last year, new retailers such as Waterstones, homeware and lifestyle giant Miniso, Subway, and speciality coffee house, Fika, join the centre’s robust portfolio. Whilst further retailer announcements are imminent, JD Sports recently renewed its lease and will undergo a ‘major upsize’ as a result – creating up to 30 new jobs. The new store is due to open in July and will see JD Sports significantly increase its product offerings. Advertisers can reach Rushmore shoppers through a mix of classic 6 sheets and on-mall digital opportunities.
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Belfast’s SSE Arena lets customers ‘Just Walk Out’
The SSE Arena Belfast is set to be the first indoor arena in Europe to introduce Amazon’s ‘Just Walk Out’ technology to its venue.
In a collaboration with Amazon, the arena will offer frictionless checkout-free shopping, revolutionising the fan experience. When guests complete their shopping experience, they can simply leave without waiting in line, and their chosen payment method will be charged for the items taken. Called ”Pay and Away”, the technology is made possible by AI like computer vision and deep learning techniques, to help accurately determine who took what in any retail environment. Belfast’s SSE Arena is situated in the heart of the iconic Titanic Quarter and welcomes upwards of 800,000 visitors every year.
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