Our key tasks with this campaign were two-fold. Firstly we needed to increase the awareness of Northern Ireland as a source of FDI amongst a globally dispersed c-suite audience. Secondly, we wanted to provide the C Suite decision makers with the right information and the confidence in Northern to encourage them to consider Northern Ireland as a location for foreign direct investment (FDI).
We developed an innovative integrated media strategy comprising a mix of highly targeted C Suite channels. Online activity consisted of a wide range of tactics such as direct display, cutting-edge-algorithm based advertising, targeted LinkedIn campaigns as well as a range of native content articles e.g. featuring in sector specific online newsletters. Online worked to both disrupt but also engage with target audience in contextually relevant environments. Awareness activity was complimented with highly targeted pay-per-click activity that drove response with an actively engaged audience to the Invest NI website for more information to move them through the FDI decision making process.
From the end of October 2014 to March 2015, the Inward investment campaign gained excellent awareness, reaching almost 55 million impressions globally and driving over 160,000 visits to the Invest NI website (accounting for approximately 25% of the total Invest NI website traffic in that period).