Slow Adventure Tourism Marketing Campaign

Client: Derry City and Strabane District Council

The Challenge

To develop and deliver of a PR and advertising campaign for the Slow Adventure Tourism offering in the Derry & Strabane Area.

The purpose of the campaign is to promote the Slow Tourism offering of the region for tourists to both a consumer and trade audience in local, national and international markets targeting specific markets including NI, ROI & GB.

Slow Adventure is a form of tourism which eschews the quick-fix adrenaline-pumping hits of convenient adventure experiences, in favour of slow, immersive journeys; living in and travelling through wild places and natural spaces – experiencing and connecting to nature.

The Role

To deliver:

A  Communication Plan & PR Campaign including:

  • Campaign Launch
  • Copy writing for 10 new Slow Adventure Packages to ensure these are ready for publicity.
  • 10 New product launches via Slow Adventure Weekend
  • Identification of specialist publications that fit with the theme of Slow Adventure securing editorial, familiarisation visits, interviews
  • Design & develop an online publication to promote Slow Adventure & Slow Adventure packages.
  • Media monitoring activity


Advertising including:

  • Media planning and buying services
  • Analysis and advice on media opportunities and trends,
  • Design of advertisements.
  • Media Evaluation