Insight & Intel
Insight & Intel: April 2025
Unpacking opinions on short breaks and staycations
In our latest audience insight survey, our Northern Ireland audience told us about their short break and staycation plans for 2025. Northern Ireland is a popular choice with 65% saying they are likely to take a short break in NI this year, whilst 6in10 are also likely to travel south. 30% are planning a short break on the Island of Ireland, saying its less expensive than going abroad whereas almost a third are doing so to break the year up before their main holiday abroad. It also seems as though trips close to home aren’t a one-off event with 42% saying they are likely to take more than one trip in Northern Ireland or Ireland this year. For the full set of results, that also covers ferry travel and hotels, please contact your Global Account Manager.
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Global Audience Insider event reveals State of the Nation
On 20th March, Global Northern Ireland staged its first Audience Insider event called ‘State of the Nation’ in the Good Room at Belfast’s Bullitt hotel. The event, which was attended by Northern Ireland’s leading advertising and communication businesses, delved into what Global’s audience are thinking and feeling, and how they are spending, against the backdrop of macro world events and rising costs. The session revealed the results of a month-long survey undertaken using Global’s work.shop.play. online community in Northern Ireland. Opinions were crowdsourced from over 530 respondents in January of this year to deliver helpful insight for agencies and their clients for the months ahead and throughout 2025.
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Global grows D48 billboard portfolio to four locations
Global are pleased to introduce a fourth digital billboard location in Bangor, Northern Ireland’s third largest city, which is located just 13 miles east of Belfast. Boasting an impressive 3.81mm pixel pitch and over 18.5m2 of high-definition space for advertiser messages, the new screen provides a premium platform for brands. The digital billboard screen can be used in isolation by advertisers seeking to target audiences heading into Bangor town centre (especially during the city’s many events including Sea Bangor, Open House Festival, Picnic in the Park and a rumoured major concert in Ward Park this June), or it can be combined with Global’s other D48 opportunities in Belfast City Centre, West Belfast and Derry~Londonderry to extend campaign coverage.
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Belfast set for buoyant 2025 cruise season
In a new announcement from Belfast Harbour, Belfast is set to welcome first-time calls from 10 cruise ships as part of the 2025 cruise season that will see more than 145 calls to Belfast Harbour from some of the world’s best-known cruise lines. It is anticipated the season will bring a total of 225,000 passengers to Belfast, along with over 100,000 crew members, contributing an estimated £20m-£25m to the local economy. In a further boost to the local economy, 10 cruise calls will stop overnight in the city, giving passengers the opportunity to travel further in Northern Ireland and enjoy Belfast’s vibrant night and hospitality scene. There will also be eight ‘turnarounds’ – which means passengers beginning and ending their trip in Belfast boosting overnight stays in city hotels.
Advertising in Belfast
ATU targets Derry in latest multi-format campaign
Atlantic Technological University (ATU) has become the latest local advertiser to utilise Global’s recent large format digital billboard location in the heart of Northern Ireland’s 2nd largest city, Derry~Londonderry. As a multi-campus university with locations in the West and Northwest of Ireland, the new portrait digital screen acts as the perfect platform to engage school leavers and their guardians ahead of exam season and the third level education course applications. The campaign was also supported by bus advertising to extend campaign coverage and drive further increases in reach, taking the message beyond the city centre and into neighbouring towns.
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Audio solutions for local NI brands and advertisers
In addition to continuing to provide brands with exciting and comprehensive outdoor advertising solutions across Northern Ireland, Global Northern Ireland is pleased to announce that it can now grant local advertisers access to the UK’s biggest and best-loved radio brands and digital audio delivered by Global’s Digital Ad Exchange (DAX). Given the fact that audiences are listening on more devices than ever before, advertising with DAX allows advertisers to target based on geography, demographics and more through Global’s exclusive audio portfolio that includes the UK’s largest commercial radio brands, streaming services, podcasts and mobile gaming.
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