The popularity of Northern Ireland’s Causeway Coastal route is reaching new heights, with overnight trips exceeding one million in 2018.
The wealth of the offering and the warmth of the welcome have always been a huge hit with local and international visitors alike who come to walk the iconic stones of the Giant’s Causeway, attend world-class racing at the North West 200, relive their favourite Game of Thrones® moments at many and varied filming locations, and cross the Atlantic on foot at the exhilarating Carrick-a-Rede Rope Bridge.
Carrick-a-Rede is one of the top visitor attractions in Northern Ireland welcoming 434,000 visitors in 2017! Thanks to its ever-increasing popularity, AV Browne were engaged to help the National Trust to raise awareness of the online booking website for Carrick-a-Rede encouraging visitors to secure their preferred time slot before they arrive.
With visitor numbers and traffic congestion increasing, preservation of both the visitor experience and the site has been paramount to National Trust in its role as a conservation charity. The initial introduction of timed ticketing on site at Carrick-a-Rede, which can now be pre-booked online, has helped greatly in controlling the flow of visitors and avoiding the disappointment of arriving on site to find tickets for the day have sold out, or having to wait for hours to cross the bridge.
When travellers are searching for experiences, we need to be present in that moment, engaging with them on their terms. Digital channels, particularly Search, are key in the decision-making process, so running Search ads alongside Social ads on Facebook and Instagram, also powerful planning tools, would be key to answering this client brief. Our campaign is international, targeting the UK, Ireland and USA.
The Rope Bridge is for adventurers, so we chose to showcase this exhilarating experience using real people, and real photos to really dial in to that very real feeling of the fear of missing out. Carrick-a-Rede is not to be missed.
To pre-book your crossing this summer at your preferred time, visit https://www.nationaltrust.org.uk/carrick-a-rede/book-online.