Norther ern Ireland d Made for Event nts Northern Ireland Made for Events tourismni.com/events
Norther ern Ireland d Made for Event nts Mary McFerran Michelle Jameson Tourism Northern Ireland
Norther ern Ireland d Made for Event nts Se Sessio ion Ov n Over ervi view ew 1. Int 1. ntroduc oductio ion 2. 2. Cu Curr rrent ent Stat atus us 3. 3. National onal Touris urism m Events nts Sponsor onsorsh ship ip Sch cheme me 4. 4. Cl Closing sing Ov Overvi view ew 5. 5. Qu Questions ons & A Ans nswer wers 6. 6. 1:1 Sessio ions ns
Norther ern Ireland d Made for Event nts St Strateg egic ic Co Cont ntext Tou ouri rism NI m NI h has am ambi biti tion on t to: o: dou oubl ble t e the he v valu lue of e of t tou ouri rism by m by 2 203 030
Norther ern Ireland d Made for Event nts Cu Curr rren ent Sit t Situa uati tion on Revi view ew of T f Tour urism ism Even ent t Fun unding ding Progr gramme me Tour urism sm Even ents s Strat ategic egic Visi sion n to 203 030 Bu Budget et
Norther ern Ireland d Made for Event nts Tou ouri rism Ev m Even ent Fu t Fund ndin ing Pr Prog ogramme mme 201 2019/ 9/20 20 Inter ernatio national nal Tour urism sm Even ents ts Fun und Nat ational ional Tour urism ism Ev Even ents ts Spons onsor orship ship Scheme heme
Norther ern Ireland d Made for Event nts National Tourism Events Sponsorship Scheme 2019/20 tourismni.com/events
Norther ern Ireland d Made for Event nts Ev Even ents ts sup uppor orted ed th throu ough t h thi his sc sche heme me mu must: t: • Enhance the visitor experience • Generate economic benefit for Northern Ireland through increased visitor numbers and spend • Enhance the profile and appeal of the area • Elongate the tourism season • Address Regional spread
Norther ern Ireland d Made for Event nts Sc Sche heme me P Parame meter ers To be e e eligibl ble e to app pply even ents ts must st have: e: • Total visi sitor or number ers s grea eater er th than 1,0 ,000 0 • Even ents ts must st have e a m minimum mum income me and expe penditur ture e of £50,000 ,000 (not t inc ncludi ding ng req equest est from m Touri rism sm NI NI) • Spo ponsor sorship ship availabl able e for r even ents ts from £6,0 ,000 00 inc. VAT T to £30 30,0 ,000 00 inc. VAT • Events to showcase Northern Ireland’s regions and destinations allowing ing our r visi sitor ors s to get et close ser r to our r auth thent entic ic pe peopl ple, e, pl places es and pe perso sonali lity ty th throu ough gh expe peri rien encing ing th the r e rea eal No Nort rther ern n Irel eland.
Norther ern Ireland d Made for Event nts Nati tion onal l Tou ouri rism Ev m Even ents ts Sp Spon onsor orshi hip Sc Sche heme me Your ur appli licat cation ion wi will ll be appraised ised by taking ng acc ccoun unt of the he foll llowing wing five requ quirements: ments: 1. 1. Vi Visitor or Exp xperie erience nce 2. 2. Touris urism m Eco conomic nomic Imp mpact act 3. 3. Financ nance 4. 4. Ma Marketi eting ng 5. 5. Equ quali lity ty of Op Opportu ortunit nity y and nd Acc ccessibil ibilit ity
Norther ern Ireland d Made for Event nts Nati tion onal l Tou ouri rism Ev m Even ents ts Sp Spon onsor orshi hip Sc Sche heme me Additional tional Priorit ioritie ies s for Touris urism m Northern hern Irela land nd are: A. Regional gional Spr pread ead B. Touris urism m Season son
Norther ern Ireland d Made for Event nts Requir ireme ment t 1: 1: Vi Visit itor or Ex Exper erie ienc nce • Wha hat is t is th the un uniqu que event nt exp xperience rience you wi u will ll off ffer r your ur vi visitor? or? • Wha hat exp xperience rience wi will ll you u offer tha hat is ico conic nic and nd au auth thent ntical ically ly Nort rthern hern Ireland land? • Ho How w wi will ll you u cr create a seaml mless ess vi visitor or jo jour urney? ney?
Norther ern Ireland d Made for Event nts Req equi uirem emen ent 2: t 2: T Tou ouri rism E m Eco cono nomi mic c Im Impact ct The he addit itio ional nal exp xpendit nditur ure e ge gene nerat ated d wi withi hin n an n area as a direct ct co cons nseque quence nce of stagi ging ng an e n event nt • Vi Visitor or and nd Partic icipant ipant Spend nd • Bedni nigh ghts ts ge gene nerat ated ed • Spend nd wi with h lo loca cal l bus usiness nesses es • Job opportu portunit nities ies • Up Upskill kill the he wo workf rkfor orce ce
Norther ern Ireland d Made for Event nts Req equi uirem emen ent 2a: t 2a: Vi Visit itor or & & Pa Part rtic icip ipant ant Num umbe bers What is your projected visitor and participant numbers? • Local Area • Rest of NI • Out of State What methodology did you use to arrive at your breakdown?
Norther ern Ireland d Made for Event nts
Norther ern Ireland d Made for Event nts Req equi uirem emen ent 2b: t 2b: Bed Bedni night hts We are keen n to know now the he ty type of bedni night ghts s available lable to your ur vi visitor/par or/partici ticipant pant • Co Commer mmercial cial Be Bedni night ghts • Ca Campi mping ng • Mo Motor or Ho Homes mes • Staying ying wi with h fami mily ly and nd friends nds • Num umber er of Nigh ghts tha hat Vi Visitor ors/Parti s/Partici cipant pants wi will ll stay
Norther ern Ireland d Made for Event nts
Norther ern Ireland d Made for Event nts Req equi uirem emen ent t 3: Fin Financ nce • Top p Line ne Bud udge get Requ quir ired ed • Event nts s mu must ha have inc ncome ome of £50 50,000 000 • Event nts s mu must ha t have exp xpenditur nditure e of £5 f £50, 0,000 000 • Requ quest sted d sup upport port from m Touris urism m Northern hern Irela land nd ca cann nnot ot be inc nclu luded ed as part of the he inc ncome me for the he event nt • In In-kind kind support port is an import portant ant ele lement t in the he d deli livery ery of f event nt but ut sho houl uld d no not be inc nclu luded ed in yo n your ur bud udge get break akdown down
Norther ern Ireland d Made for Event nts Req equi uirem emen ent t 3: Fin Financ nce • We are als lso o int nterest sted d in n mo money ney spent nt in No n North rthern rn Irela land nd to deli liver r the he e event nt and nd mo money ney spent nt out utside ide Nort rthern hern Ireland land to enh nhan ance ce th the e event nt • You u wi will ll be as asked d to ent nter a fi figu gure for both
Norther ern Ireland d Made for Event nts Req equi uirem emen ent 4: t 4: M Mark rket etin ing The he ma mark rketing ting requ quirement ement is spli lit int nto o 5 s 5 sect ctions: ons: 1. Target get Aud udience ence 2. Be Bene nefi fits ts to Touris urism m Nort rthern hern Irela land nd 3. Ma Mark rketing ing Act ction n Pla lan n (Up Upload) load) 4. Ma Marketing ting Bud udge get (Up Upload) load) 5. Ma 5. Mark rketi ting ng Mo Moni nitoring oring an and Eval aluat uatio ion
Norther ern Ireland d Made for Event nts 4. 4.1 T 1 Target et Aud udie ienc nce • Who ho is your ur targe get aud udience ence? • Detai ail l an any rele levant ant resear arch ch you u ha have co cond nduc ucted d to he help lp us us un underst stand nd your ur targe get aud udience nce
Norther ern Ireland d Made for Event nts 4. 4.2 Be 2 Bene nefi fits ts to o Tou ouri rism No m Nort rthe hern rn Ir Irel eland nd • How w wi will ll your ur ma mark rketing eting pl plan an bene nefit fit th the pr promotio omotion n of f tour urism ism in n Northern hern Irela land? nd? • Ou Outl tline ne th the event nt ma mark rketi ting ng opportu pportunities nities for r Touris urism m NI thr hroug ugh h your ur event nt • Detai ail l th the key messag sages s you will ll use in the he d deli livery ry of f your ur ma marketi eting ng pla lan
Norther ern Ireland d Made for Event nts 4. 4.3 M 3 Mark rket etin ing g Ac Acti tion on Pla Plan (u n (uplo load) d) Y ou wi u will ll be asked d to co comp mplet lete e a ma mark rketi eting ng pla lan n temp mplat late and nd up uplo load ad to the he Fl Flexi xigr grant ant system. em. Your ur pla lan n to inc nclu lude de the he f foll llowing: wing: • Ma Marketi eting ng ch chann nnels ls • Frequ quency ncy • Reac ach • Who ho wi will ll deli liver
Norther ern Ireland d Made for Event nts 4.4 Mark rket etin ing Bu Budget et (up uplo load) • You u wi will ll be as asked d to co comp mplet lete a ma a mark rketing eting bud udge get t temp mplat late and nd up uplo load d to the he Fl Flexi xigr grant ant system • You u sho houl uld ens nsur ure tha hat co costs are acc ccur urate e reali listic stic and nd ac achi hievable able
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