MountainBikeNI Consortium

Marketing Strategy Planning and Delivery

The Challenge

To raise the profile of Northern Ireland’s new mountain bike trail centres within the UK and Republic of Ireland markets.

The Role

To utilise our marketing expertise and knowledge of the mountain bike market to deliver the MountainBikeNI Consortium (a partnership between three local authorities) with the collective aims to:

• Promote Northern Ireland as the ‘next must visit Mountain Bike Destination’
• Oversee activation of brand across each trail centre to
increase ‘cross-sell’ opportunities
• Secure a major sponsor for Northern Ireland’s new National mountain bike trail
• To combine budgets to deliver specialist targeted marketing campaigns in
partnership with Tourism Ireland

The Results

• 75,000+ National Trail Centre visits (year 1) – 88% above projections
• Major sponsorship secured with Chain Reaction Cycles, World’s Largest
Online Cycle Retailer
• Creation and curation of:
– – over 1 million page views
(62% of users out-of-state)
– MountainBikeNI E-Newsletter – 10,117 contacts (52% out-of-state)
– MountainBikeNI Facebook Page – 14,806 likes, annual reach over
1.3 million (73% out-of-state)
– MountainBikeNI Videos – watched more than 200,000 times
• £47,000 invested in multi-channel targeted marketing campaigns in UK
and Ireland
• £1.2 million equivalent advertising value of PR generated


‘The MountainBikeNI Consortium has been an invaluable platform to the council. Outdoor Recreation NI has been able to combine our resources with other councils and employ their specialist expertise to deliver innovative and engaging marketing campaigns to significantly raise the awareness of Castlewellan Mountain Bike Trails.’  

Mark Mohan, Senior Tourism Initiatives Manager, Newry, Mourne and Down District Council

The Consortium is a partnership between Outdoor Recreation Northern Ireland, Newry, Mourne and Down District Council, Mid Ulster District Council and Belfast City Council. The consortium is sponsored by Chain Reaction Cycles.