The locations that we chose to film showcased the variety Belfast has to offer in terms of range of retailers and the value for money across the city. From special hand-picked gifts at Victoria Square and CastleCourt with big shopping brands, to independent boutiques and festive market stands. Our campaign invites you to bring the family and spend time with friends in Belfast this Christmas, where there’s great places to meet, eat and sleep.
We utilised our relationships with key Visit Belfast partners across the city - retailers like Victoria Square and Castlecourt, nightlife hotspots such as The Perch and of course Translink who provide fast and frequent transport links throughout Northern Ireland.
The creative comprised of bespoke typographical treatment, coupled with commisioned photography in and around the Belfast area. The creative reflected the traditional joy of Christmas with a modern element. The filming and photography was meticulously planned and executed as we needed to take the audience on a comprehensive tour of Belfast, all from the comfort of their own living room. We secured top television spots in the run-up to Christmas, with the commercial being shown during popular programmes such as Jamie Oliver's Christmas Special, I'm A Celebrity Get Me Out of Here and Alan Carr - Chatty Man.
We used the social hashtag #SharetheJoy throughout the campaign and ensured that it was featured on all our creative. The hashtag gained traction on social media channels quickly and encouraged Belfast to become involved in the campaign. The campaign has been shared online by key Visit Belfast Partners and social influencers such as Eamonn Holmes.