Insight & Intel
Insight & Intel: June 2024
Quenching your thirst for soft drinks insights
This month, we joined forces with our colleagues at Global Ireland to take a deep dive into the outdoor audience’s views and habits on soft drinks.
Over two thirds have bought a soft drink when out of home in the last 7 days with the most popular consumption missions including socialising (33%), the commute (23%) and when out leisure shopping (21%). Whilst the main reasons for purchasing includes thirst, hydration and energy. Taste is the leading influencing factor when deciding what soft drink brand to buy when out and about. 46% also said that buying soft drinks when out and about was usually a spontaneous decision.
For more information on this survey, or work.shop.play, please reach out to your Global Northern Ireland Account Manager.
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NI sees record year for tourism from Republic of Ireland
New figures from Ireland’s Central Statistics Office (CSO) show Northern Ireland welcomed record visitor numbers from the Republic last year with 1.3 million overnight trips and spending up by £86.6m.
This equates to almost 3 million overnight stays and a combined spend of more than £267m. The increase compares to just over 890,000 in 2022 with growth in south-to-north tourism growing significantly since the pandemic, with a 145% jump in overnight visits since 2019. Speaking about the increases, Tourism NI Chief Executive, John McGrillen said: “These results are exceptional, especially given the tough economic climate and the increased levels of competition from other destinations”.
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Bus T-Side+ debut for Danske Bank and Barista Bar
Not new to bus advertising, or bus T-Sides, but this month Danske Bank and coffee retailer, Barista Bar, boosted their brand fame ‘beyond the fame’ by making their T-Side+ debuts.
Two entirely different campaigns, each with different concepts, harnessed the power of bus advertising and the benefits of this creative solution to deliver unique and highly impactful campaigns. Whilst Danske Bank deployed 3 fun creatives aimed at encouraging audiences to switch to a new Danske Bank current account, Barista Bar got contextual with a creative that not only made the campaign work harder by linking to the bus medium but also boosted product appeal with audiences.
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H&M boosts Belfast presence with bigger, better store
Opening this July on Castle Street, in the heart of Belfast City Centre, will be H&M’s new ‘enhanced’ store which will offer customers a fresh new look and feel along with features offering greater convenience such as self-service checkouts.
Whilst the new store will see the retailer relocate from its current premises in Victoria Square, the store promises to be bigger and better with a 20,000 sq. ft unit offering its full line of clothing for men, women, teenagers and children, a new seamless shopping experience and an elevated design enabling customers to shop the latest collections and styles in a more curated and inspirational way. The Swedish fashion chain will be the latest retailer to open at the City’s new premier retail development, ‘The Keep’, after shoe brand, Deichmann, opened last month.
Appliance retailer, CS Suppliers, is at home on bus
Joining a host of new brands making their bus Superside debut, appliance retailer, CS Suppliers, looks right at home on this coverage boosting bus format.
Traditionally large format billboard advertisers, CS Suppliers chose to harness the incredible coverage building benefits, that can be achieved through the mobility of bus advertising, for their latest campaign. Targeted to Metro services, which delivered great proximity messaging close to their Duncrue location, CS Suppliers also maximised the available space to showcase products and an all-important call to action to deliver a simple yet striking campaign.
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Record-breaking listening figures for Global
Global has delivered an incredible set of RAJAR figures for Quarter 1 (1 January – 31 March 2024), with a record-breaking 27.6 million people tuning in each week to live radio across Global’s brands, with huge gains on reach, hours and share in the last quarter and year-on-year.
It is the most popular commercial radio group in the UK with listeners enjoying a record-breaking 266 million hours of radio and a best-ever 26.1% share across brands including Heart, Capital, LBC, Smooth Radio, Radio X and Classic FM. Global has the number 1 and number 2 commercial brands nationally, with Heart and Capital. Global Northern Ireland is part of the Global Media & Entertainment Group.
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