Insight & Intel
Insight & Intel: June 2025
Audience Insights: Derry~Londonderry
With 84% of our work.shop.play. audience insight community either living in, or having visited Derry~Londonderry, we uncovered opinions on Northern Ireland’s 2nd largest city. Located just an hour and 20 mins from Belfast, 1in4 said they specifically visit Derry~Londonderry for shopping – with the city’s independent shopping scene specifically mentioned by respondents. Whilst over a third often day trip to Derry~Londonderry, an equal number make the most of the city’s great hotels and extend their trip. A fifth also visit the city to take in one of the many world-class events and attractions with Derry Halloween, Millenium Forum, Derry Girl’s Experience and Derry Jazz Festival topping the list of events most likely to be attended in future.
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T20 International cricket to bring thousands this June
Three Twenty20 International cricket matches between Ireland and the West Indies will be played at Bready Cricket Club in Derry~Londonderry this June. Taking place across Thursday 12th, Saturday 14th and Sunday 15th June, players, officials, and media attending the matches will utilise around 1,000 local hotel rooms in the Derry City and Strabane area, whilst over 7,500 spectators are expected to attend across the 3 matches. In addition, the matches are also being televised to millions around the world. In the lead up the event, Cricket Ireland have rolled out a multi-format campaign that utilises Global’s diverse portfolio in the area covering bus advertising with Supersides, BT phone kiosk advertising, 6 sheets and the new digital billboard on the city’s Carlisle Road.
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Global celebrates Fantastic Foyle with new initiative
Global has launched a new business-to-business initiative in Northern Ireland’s second largest city, Derry~Londonderry. The Fantastic Foyle initiative, which is also supported by a multi-format outdoor advertising campaign and Londonderry Chamber of Commerce partnership, celebrates the local audience that can be reached using Global’s advertising estate in the city. The campaign, which uses data from industry-leading sources including TGI and Global’s own audience insight community, work.shop.play, will be live from mid-May to early June across Global’s outdoor advertising portfolio which comprises of Foyle Metro buses, phone kiosks, billboards, small format posters and the digital billboard on the city’s busy Carlisle Road.
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Over 1.3m emissions-free miles on Foyle Metro
Translink, the operator behind Foyle Metro, and Global’s partner, recently announced a new public transport charter for Derry~Londonderry. The charter, called ‘Better on Board’, brings together local leaders, businesses and organisations and encourages greater public transport use to reduce emissions, ease congestion and enhance air quality in the city. Derry~Londonderry is already seen as a leading example for sustainable travel in Northern Ireland. Through Foyle Metro, the city became the first in UK & Ireland to operate a wholly zero emission urban bus fleet and has now facilitated over 3 million passenger journeys, covering more than 1.3 million emissions-free miles – the equivalent of over 50 trips around the world.
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Bishop’s Gate ranked 6th by Tripadvisor travellers
Bishop’s Gate Hotel has been ranked 6th in the UK in the ‘Best of the Best’ Top Hotels category in the Tripadvisor Travellers’ Choice Awards 2025. Each year, Tripadvisor celebrates travellers’ favourite hotels based on reviews and ratings collected over a 12-month period with the Derry~Londonderry based hotel the only hotel in Northern Ireland to make the Top 25 ‘Best of the Best’ Hotels list. The title is awarded to those establishments who receive a high volume of above-and-beyond reviews and opinions from the Tripadvisor community. Tripadvisor says out of their 8 million listings, fewer than 1% achieve this milestone. The accolade recognises Bishop’s Gate as among the top in the UK and places it alongside the likes of St. Ermin’s Hotel, Autograph Collection, Le Manoir aux Quat’Saisons, Oxfordshire and The Resident Covent Garden.
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Dates for your diary: Derry~Londonderry
From festivals to festive, Derry~Londonderry is home to world class events attracting thousands of locals and visitors alike. They are the perfect way for brands and businesses to reach audiences at scale. We’ve created a handy ‘dates for your diary’ to help with future campaign planning.
- T20 International Cricket 12th – 15th June (C12)
- Stendhal Festival 4th – 6th Jul (C14)
- Waterside Half Marathon 7th Sep (C18)
- City of Derry Int’ Choir Festival 22nd Oct (C22)
- Derry Halloween 28th – 31st Oct (C22)
- Christmas Lights Switch On 21st -22nd Nov (C24)
Contact our Northern Ireland based team for help with your next Derry~Londonderry targeted campaign.
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