Insight & Intel
Insight & Intel: July 2025
Soak up summer with new global audience insights
With respondents telling us they spend a lot more time out and about from June to September, our latest audience insight survey delved into opinions on summer in Northern Ireland. Hopefully, a time for warm and sunny weather, summer at least brings longer days with people making the most of it by getting outside. 42% told us they spend more time socialising, while a third say they exercise outdoors more often and over 2in5 eat out on spur of the moment during summer! Encouragingly, rising costs don’t seem to impact on summer plans with the majority (63%) having no plans to cut back their spending during summer months. When it comes to activities and events, almost 7in10 think there’s a lot to do in Northern Ireland during summer with council run events and music festivals topping the list of planned outings.
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Think outside the phone box with Kiosk+ format extension
Global in Northern Ireland are inviting advertisers to ‘think outside the phone box’ with a new enhanced phone kiosk advertising opportunity in Belfast. Advertisers can now take over all faces of BT phone kiosks with the Kiosk+ format extension. Through a brand-new pack of 22 kiosks in 16 different locations across the City Centre, advertisers can ‘own’ kiosk locations in some of the city’s most well-known streets and busy thoroughfares. Whilst phone kiosks themselves may not be readily used nowadays, they do boast one powerful benefit over the more commonplace smartphone… each Kiosk+ face is 18x larger than a smartphone! In addition to offering an enhanced creative canvas, Kiosk+ offers an always on solution and solus brand exposure in the heart of city and where audiences are!
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Belfast retail boom drives occupancy and footfall
Belfast One’s latest statistics reveal that Belfast city centre is experiencing a period of notable growth, with footfall up 6.5% already this year to date, creating an attractive opportunity for the new retail outlets that have opened, and are set to open. Royal Avenue has witnessed a particularly strong performance with a 22% YOY increase, while Donegall Place is up 7%. The influx of new brands and expansions also means that Donegall Place, one of the city’s main shopping areas, will be at full occupancy by the end of the summer. Having already welcomed the world’s first Primark Home store, the Ivy restaurant, Donegall Place will soon welcome global lingerie brand Victoria’s Secret, an expanded Stradivarius store and a new flagship Rolex store.
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Brands go big and bold and wrap up for summer
This summer iconic brands are using one of the most iconic outdoor formats to captivate audiences and achieve an always on presence in Northern Ireland’s largest cities, Belfast and Derry~Londonderry. The wrapped bus is the largest canvas on the road measuring 90m2 and grants advertisers solus brand exposure by owning the entire bus. As our latest work.shop.play. insights reveal, audiences spend more time out and about during summer, making it the perfect time for brands to reach even more people and drive greater cost efficiencies. With brands such as Coca-Cola, Coors Light, Kopparberg, Boost Drinks and Ulster University all hopping on board the wrapped bus, there will be a record-breaking number of wrapped buses on the road this summer!
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Metro Menu celebrates Belfast's food and drink scene
Global partner, Translink, has launched the ‘Metro Menu’ to celebrate Belfast’s vibrant food and drink scene! In partnership with culinary experience providers Taste & Tour, the ‘Metro Menu’ invites the public to submit their favourite restaurants, cafés, bars & pubs across Belfast, that are accessible via Metro services. With over 500,000 passenger journeys every week, Metro connects people to everything that matters in Belfast, including its food and drink scene. Co. Down chef and Great British Menu finalist Chris McClurg – who has plans to open a new food venture in Belfast – has been announced as a guest judge. Following public submissions, a shortlist will be developed. The public will then vote for their favourites, with winning venues forming ‘The Metro Menu’, determining the route for exclusive food tours in late August.
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Belfast Chamber Business Awards returns for 10th year
Global is proud to once again support the Belfast Chamber Business Awards which returns in 2025 for its 10th year. The awards, which are now open for entries, celebrates a decade of recognising excellence, innovation and resilience in Belfast’s business community. Global will once again sponsor the Communication Excellence Award which is aimed at those businesses who have successfully developed and implemented a marketing or communication strategy or campaign that has delivered measurable benefits. The entry deadline is Friday 29th August 2025 with the gala awards event taking place on Friday 17th October at ICC Belfast. We’d like to wish all businesses entering the best of luck!
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