Insight & Intel
Insight & Intel: October 2026
Belfast Fleadh leaves a lasting positive impression
Belfast’s first Fleadh created a powerful sense of positivity, pride and momentum across the city, according to new work.shop.play. research. 59% rated the event excellent or very good, while 76% felt positive about Belfast hosting it. Among those who attended, 95% described their experience as excellent, very good or good. The atmosphere and buzz around the city was the standout highlight, with 79% describing it as positive and exciting. Importantly, 84% felt the Fleadh improved Belfast’s reputation as a visitor destination, while 84% would support the city hosting it again. For brands, it demonstrates the impact major cultural moments can have on civic pride, footfall and the wider perception of Belfast. For more information, or to receive a full copy of the research, contact your Global Northern Ireland Account Manager.
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O2 Belfast campaign brings Priority to the streets
With The O2 Belfast taking centre stage, O2 is bringing one of the city’s biggest entertainment moments straight to the streets. Live across the Pulsehub D6 network in Belfast, the campaign turns a powerful customer benefit into a message that lands in seconds: Be fast. The creative pairs an instantly recognisable Belfast view with a simple reason to act. O2 customers can access Priority tickets up to 48 hours before general release, putting them first in line for the gigs, games and big nights out they do not want to miss. It’s a great example of how digital outdoor build awareness whilst giving audiences a clear, immediate reason to engage.
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From inspiration to in-store: win Halloween with outdoor
Halloween is one of Northern Ireland’s biggest seasonal retail moments, with around 63% of people taking part. While social media inspires shoppers, the path to purchase remains firmly physical: 80% of Halloween shopping happens in-store, and half of purchases are made in the final week. That makes timing and location critical. Global’s outdoor portfolio puts brands in front of shoppers throughout the journey, from Pulsehub screens in Belfast city centre to digital billboards near supermarkets and bus advertising across towns and cities. The opportunity is clear with 3in5 saying advertising helps them decide what to buy for Halloween, while 57% have bought a Halloween product or service after seeing or hearing it advertised. Flexible digital formats allow brands to respond quickly as purchase intent peaks.
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Translink late night bus services hailed a success
Belfast’s late-night bus pilot is proving a valuable addition to the city’s growing night-time economy with more than 43,000 journeys now made on the service, demonstrating the significant role late-night public transport has come to play in the city. Running every Friday and Saturday across Metro into the early hours, the service has given thousands of workers, residents, students and visitors a safe, reliable way to get home. The pilot has also supported more than 100 major events and festivals, helping Belfast welcome visitors and making it easier for people to enjoy more of what the city has to offer. For hospitality, entertainment, retail, security and other late-shift workers, the service provides an important connection.
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Summer turns up the temperature on NI grocery sales
Northern Ireland’s grocery market felt the impact of the summer heatwave, with take-home sales rising 1.8% in the year to 9th August 2026. While shoppers made 10.4% fewer trips, they spent more on each visit, with larger baskets contributing an additional £78 million to the market. Value remains firmly in focus: promotions accounted for 33.1% of grocery spend, up £90m year on year. Brands continued to outperform, holding a 54.9% value share and adding £134 million in sales, while premium own label grew 12.5%. The warmer weather also influenced what shoppers bought, driving growth in alcohol, chocolate, ice cream, soft drinks and suncare. It is a timely reminder that seasonal moments can quickly reshape consumer behaviour and create valuable opportunities for brands to stay relevant. (Source: Kantar Worldpanel, NI take-home grocery sales, 52 weeks to 9 Aug 2026).
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Heart Unwraps its Biggest Feel Good Christmas Ever!
Heart is set to bring festive magic to the Royal Albert Hall this December with the launch of Heart Christmas Live with NatWest. Hosted by Heart Breakfast’s Amanda Holden and Jamie Theakston, the new event will bring major music names, special guests and seasonal surprises together for one spectacular night on Monday 14th December. Take That has been announced as the first act on the bill, with further performances still to be revealed. The event builds on the return of Heart Xmas, launching on Friday 25th September with non-stop Christmas hits to soundtrack the season. Heart Christmas Live with NatWest offers audiences a new way to experience the warmth, entertainment and feel-good energy of the Heart brand.
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