Insight & Intel
Insight & Intel: August 2025
Holiday habits uncovered in new audience study
With 73% having already planned at least one holiday abroad, or likely to do so in the next 12 months, we explored audience opinion on travel agents. Whilst 72% prefer to plan and book their own holidays abroad, two thirds agreed that using a travel agent takes away the stress. Main reasons for opting to self-book holidays appear to be around price with 50% believing they are too expensive. In favour travel agents, 42% say travel agents give them ideas and inspiration of where to visit, 41% say they have unique knowledge and 21% say travel agents offer better value for money. These insights are taken from our latest monthly audience insight survey which was an omnibus style survey covering 8 different topics. For more insights, and to view the results of this survey, please contact your Global Account Manager.
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Brands score ‘hole in one’ with Open targeted campaigns
The 153rd Open teed off on Sunday 13th July with brands turning to outdoor advertising to show their support for the event and reach the 278,000+ golf fans who are expected to descend upon Royal Portrush and the North Coast. Campaigns from the likes of Tourism NI, Translink, Skechers, Cathedral Eye Clinic, Used Cars NI and more extended across nearby Derry~Londonderry, Coleraine, Portstewart and Portrush. Proud to offer one of the most diverse outdoor advertising portfolios, Global was able to take brands right into the heart of the golfing action, delivering campaigns across bus advertising, large format digital, 6 sheets and phone kiosk advertising. For more information on hyper-targeted outdoor advertising solutions, get in touch.
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Retail NI High Street Heroes campaign returns for 2025
Voting opened on 4th July for Retail NI’s annual High Street Heroes campaign which honours Northern Ireland’s outstanding independent retailers and vibrant high streets. Unlike traditional awards programmes, High Street Heroes is entirely driven by the public and without a judging panel. Local people are invited to vote for their favourite businesses across 13 categories, ranging from food and drink to fashion and essential services. At the forefront of driving the public to vote is an outdoor advertising campaign using Global’s portfolio across Northern Ireland. Commenting on the initiative, Retail NI Chief Executive Glyn Roberts said, “The High Street Heroes NI campaign continues to grow from strength to strength, with a record-breaking 15,000 votes cast last year”.
High Street Heroes is currently promoted across Northern Ireland through a mix of billboards and bus advertising, with striking T-Sides designed to raise awareness, amplify the campaign’s visibility and to recognise the vital role public transport plays in connecting people to their local high streets. Shortlisted finalists will be announced in early August. The campaign will conclude with a celebration event on Thursday 21st August 2025. For more information and to vote, visit www.RetailNI.com/High-Street-Heroes
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Red Bull is wrapped and ready for festival season
Red Bull has become the latest brand to enlist the help of the iconic wrapped bus format. The brand gives a Belfast Metro bus ‘wings’ with a jaw-dropping creative treatment that not only showcases Red Bull as the perfect accompaniment to festival season but also uses the unmissable 4-metre-high Mega Rear element to promote their new white peach summer edition! Perfectly timed to coincide with some of Belfast’s biggest music festivals, the wrapped bus will travel along some of the City’s busiest roads, reaching festival goers and audiences in proximity to Red Bull stockists this summer. The campaign was planned and bought by PHD Ireland and PML Group. Get in touch for more information on the iconic Wrapped Bus format, or the Red Bull campaign.
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Belfast street food market opens in former bus station
Halt, Belfast’s latest street food market has opened in the former Europa bus station, located on the city’s busy Great Victoria Street. Taking up residence in repurposed outdoor shipping containers are a range of pop-up eateries, a bar and a clothes store. With summer holidays in full swing, Halt is already attracting a mix of families, tourists passing through from the nearby Grand Central Station, and locals checking out the newest place in town. The opening of Belfast’s Transport Hub, Grand Central Station, replaced the Europa bus station with Halt acting as a temporary use of the space until massive regeneration plans get underway for the entire Weavers Cross area. The entire project is expected over the next 20 years and will include offices, residential, student housing, and retail and leisure space.
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PANI Awards return for sixteenth outing in 2025
Mark your calendars as the 16th PANI Awards returns on Thursday 20th November 2025. This year the award’s theme will celebrate and pay tribute to ‘The Wonderful World of Advertising’. Celebrating all that is fantastic about the advertising industry in Northern Ireland, the PANI Awards is a cornerstone event and a vibrant opportunity to celebrate the incredible talent, passion, and innovation that exists here. Reflecting our own diverse outdoor portfolio, Global are proud to return as category sponsors of ‘Best Cross-Format Campaign’ for the 2025 awards. Entries are now open with an early bird deadline of 29th August and a final closing date of 16th September. Enter now at paniawards.com.
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