Tourism Northern Ireland Contracts Simpleview to Accelerate its Digital Ambition

30th April 2020

Categories: Our News

Tourism Northern Ireland has awarded a major national contract to Simpleview to accelerate the digital ambition of the organisation and the wider tourism industry.

Tourism NI is responsible for the development of tourism and the marketing of Northern Ireland as a tourist destination to domestic tourists from within Northern Ireland and to visitors from the Republic of Ireland.

The new project will be a fundamental element of the organisation’s Digital Transformation Work Programme to double the value of Northern Ireland tourism to 2 billion by 2030 and create 20,000 new jobs by encouraging visitors to stay longer and spend more, with a focus on achieving a more regional and seasonal spread of tourism.

The project encompasses the development of a new DiscoverNorthernIreland.com website, a new golf channel site, a site dedicated to Tourism NI’s new ‘Embrace a Giant Spirit’ experience brand (to reflect the destination’s history, culture and people) and a new MICE (meetings, incentives, conferences and events) business tourism site.  All the sites will be multilingual, with translations into Spanish, French, German and Chinese initially. The contract has the potential to be rolled out to 11 local councils and other key partners.

Tourism NI has exploited the full armoury of technology on offer from Simpleview, including web design and destination management system, plus numerous complementary solutions.

The HopStay chatbot (with messenger functionality) will be deployed, a solution developed to allow DMOs to automate customer support and increase content reach. Simpleview’s MailMinder email marketing tool will provide the ability to integrate the new websites, product database and CRM functionality into one seamless solution for optimum engagement with the destination’s visitors, businesses and partners.  Simpleview’s SEO services will ensure that the new site achieves maximum exposure following its launch, as well as facilitating ongoing support.

The wide range of tourism assets on offer promise to deliver a compelling proposition and the potential for a wealth of great content for visitors to the new Discover Northern Ireland website.  

Northern Ireland is a magical mix of stunning scenery, fascinating history and culture and lively nightlife and its compact nature means that visitors can get a taste of its cities, coasts, lakes and mountains in just a few days.  Belfast is a dynamic city packed with history and a bustling pub culture.  In contrast, the Causeway Coastal Route is regarded as one of the world’s great driving journeys, winding its way along the rugged coastline of County Antrim and into County Londonderry.

And there’s also Northern Ireland’s status as a screen tourism destination.  Game of Thrones® is not only a global phenomenon and HBO's most-watched show on record, it has been transformative for the country.

There’s no shortage of famous people who have had the privilege to call Northern Ireland home too.  The greatest jump jockey of all time, AP McCoy, Mary Peters, winner of a gold medal in the women’s pentathlon at the 1972 Olympic Games in Munich, legendary snooker player, Alex Higgins and the first celebrity footballer, George Best are just a few of the country’s sporting greats.  Some of the world’s most talented musicians including Van Morrison, James Galway, The Undertones and Snow Patrol hail from Northern Ireland, plus an amazing cast of performers including Liam Neeson, Sir Kenneth Branagh, James Nesbitt and Amanda Burton.

Managing Director of Simpleview Europe, Richard Veal comments: "We are privileged to have the opportunity to be involved in the promotion of this unique and diverse destination. This significant project will not only establish Tourism NI as a digital leader in its field but will also place Northern Ireland and its tourism providers in a strong position, ready for recovery when the world re-emerges from the current pandemic."  

Dave Vincent, Tourism NI’s Chief Digital Officer comments: "Digital transformation is a strategic priority for us as an organisation and over the past few years we have continued to lead an ambitious digital transformation work programme, providing leadership to our wider industry around three key themes - Connectivity, Digitally Re-invented Experiences and Regional Outcomes. Simpleview has played an integral part in helping us deliver this through web development and building our management system. In order to prepare our industry for what’s ahead of us during this critical time, it is crucial that we continue to act as industry leaders and work closely with our industry stakeholders to deliver a world-class visitor digital experience."

We look forward to starting the rollout of the new sites for the Summer season.

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