M+C Saatchi Performance wins Tourism Northern Ireland and launches major autumn campaign

Titled "Northern Ireland – Embrace a Giant Spirit", the campaign aims to inspire travellers to explore the region’s rich culture, breathtaking landscapes, and unforgettable experiences. It supports Tourism Northern Ireland’s ambition to elevate its status as a must-visit destination in an increasingly competitive global tourism market.

This exciting collaboration brings together M+C Saatchi Performance’s proven expertise in data-led, creative media strategy with Tourism Northern Ireland’s powerful brand platform. Together, the teams are connecting audiences with authentic stories that spark curiosity and drive bookings, showcasing Northern Ireland as a place of wonder, warmth, and spirit.

“We are proud to be partnering with Tourism Northern Ireland on such an important campaign. By leveraging key channels such as Meta, YouTube, and premium programmatic partnerships, we will reach audiences, inspiring them to choose Northern Ireland for their next trip. Having worked with leading travel and tourism brands across Europe, Asia, and North America, we bring a global perspective and proven expertise in connecting travelers with destinations. We are excited to channel that experience into helping Embrace a Giant Spirit reach new heights.” – Rachel Owen, Business Director, M+C Saatchi Performance

“We’re delighted to introduce our Autumn Campaign, developed in partnership with TBWA, Ardmore, and our new digital agency, M+C Saatchi Performance. Together with M+C Saatchi Performance, we’ve crafted a digital campaign which combines advanced data partnerships and curated inventory strategies with strategic channel selection to showcase Northern Ireland at its best and reflect our commitment to our visitors and industry”. – Naomi Waite, Director of Marketing at Tourism Northern Ireland