MountainBikeNI Consortium

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

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

  • Promote Northern Ireland as a World Class 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 centres
  • 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 Davagh Forest Trails. This has allowed the Council to focus on proactively developing the product.”
Liam Glavin – Head of Leisure, Mid Ulster District Council


Posted on

14th October 2015

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