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Northern Ireland launches new tourism brand
Northern Ireland has launched a new tourism brand with the slogan Embrace A Giant Spirit.
It hopes the brand will help transform how prospective visitors see Northern Ireland and boost demand for Northern Ireland as a must-visit holiday destination.
The new brand offers authentic experiences that will be promoted to the travel trade and to consumers in Great Britain, including traditional music trails in Belfast, whiskey-tasting on the Antrim Coast, and kayaking on the spectacular Strangford Lough.
The logo was designed by internationally acclaimed, Northern Ireland-based artist, Colin Davidson, along with Pulitzer prize-winning poet Paul Muldoon and Oscar-nominated cinematographer Seamus McGarvey.
It was chosen to reflect Ireland as a land built by a Giant Spirit, based on customer research that Northern Ireland is perceived as warm, engaging and big-hearted, and a land built by pioneers and entrepreneurs with a rich cultural history.
It also represents an invitation to awaken your spirit, based on what is known about what visitors seek out in Northern Ireland, namely, embracing the culture and heritage, connecting, discovering and refreshing.
Speaking at the launch at London’s World Travel Market yesterday, Julie Wakley, Tourism Ireland’s head of Great Britain, said: "We are confident that this new brand will help give Northern Ireland real ‘stand-out’ in Great Britain. In 2020, we look forward to launching Embrace a Giant Spirit to consumers in Great Britain and around the world. Our message is that there has never been a better time to visit Northern Ireland."
Tourism Northern Ireland chief executive John McGrillen added: "Tourism is a fiercely competitive, global industry and it is crucial that Northern Ireland has prominence both on the island of Ireland, and internationally. We want to transform how prospective visitors perceive our destination and ensure that we deliver on their expectations when they get here".
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Bev
Editor in chief Bev Fearis has been a travel journalist for 25 years. She started her career at Travel Weekly, where she became deputy news editor, before joining Business Traveller as deputy editor and launching the magazine’s website. She has also written travel features, news and expert comment for the Guardian, Observer, Times, Telegraph, Boundless and other consumer titles and was named one of the top 50 UK travel journalists by the Press Gazette.
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