The Right Side of Outside Marketing Campaign

Four images including logo, dog poo bad, trespass sign and a dog

Client: DAERA

The Challenge

  • Nationwide marketing campaign on behalf of a wider group of organisations
  • Aims to encourage responsible use of the outdoors to address significant issues in the outdoors due to the increase in visitors since the start of the Covid-19 pandemic
  • Targets the ‘new’ visitor

The Role

  • Deliver campaign activity to end of Summer 2021:
    • Six promotional videos using influencer marketing
    • PR, Social Media and Advertising Campaign
    • Encourage Stakeholder Communications
    • Engage with Political Representatives
  • Continue campaign throughout 2021 and into 2022

For more #RightSideOfOutside content see: Blog – WalkNI

Project Partners

  • Waterways Ireland
  • Tourism NI
  • Tollymore National Outdoor Centre
  • Mountaineering Ireland
  • National Trust
  • Newry Mourne and Down District Council
  • Fermanagh and Omagh District Council
  • Mid and East Antrim District Council
  • Derry City and Strabane District Council
  • Belfast City Council
  • Armagh Banbridge and Craigavon Borough Council
  • Antrim and Newtownabbey Borough Council
  • Mid Ulster District Council
  • Causeway Coast and Glens Borough Council
  • Lisburn and Castlereagh City Council
  • Ards and North Down Borough Council
  • Ulster Wildlife Federation
  • Mourne Heritage Trust
  • UFRC
  • Woodland Trust
  • Keep NI Beautiful
  • Ulster Farmers Union
  • Sport NI
  • NI Environment Link
  • Mourne Mountain Rescue


Project Funders