Slow Adventure Marketing Campaign

Marketing Strategy Planning and Delivery

The Challenge

To create awareness and bookings of thirteen Slow Adventure packages offered by a range of SME’s in the Derry~Londonderry and Strabane area through the delivery of a targeted marketing campaign on behalf of Derry City and Strabane District Council.

The Role

  • Refine the Slow Adventure corporate logo into a destination based logo for use in all consumer marketing activity
  • Liaise with package providers to gather and amend the content of their packages for promotion on the campaign website and provide advice to them on how they can help to promote the marketing campaign
  • Create and execute a multi-channel marketing campaign targeting markets in Northern Ireland, Republic of Ireland and Great Britain
  • Liaise with tourism partners to ensure the promotion of the Slow Adventure packages through their channels
  • Inform service providers in Northern Ireland of the slow adventure concept


The Results

  • Social media followers increased by 279% on Facebook, Twitter and Instagram
  • The campaign website received a total of 3,583 absolute unique visits during the campaign period (9.5 weeks) with more of these visits coming from Dublin and London than from Belfast
  • £321,000 of Equivalent Advertising Value was secured through media coverage



“Outdoor Recreation NI’s marketing campaign generated a huge amount of awareness of the new slow adventure packages in Northern Ireland, which has given them a fantastic building block for future promotion. The council and the SME’s behind each of the packages really valued their expertise and professionalism in managing the campaign and undoubtedly their media contacts in the adventure industry meant this brand new adventure concept was introduced to many adventure enthusiasts inside and outside Northern Ireland”

Seánna Gillespie, Rural Tourism Project Officer, Derry City and Strabane District Council