A (holiday) home from home

Posted by Des Brown, Account Director, RLA Group

Credit crunch. Are you as bored of hearing it as we are of saying it? Seems like there are no aspects of our lives that haven’t been affected by the big squeeze. Holidaying is one of the big areas that we’re all making cut backs on, and Northern Ireland is no different. As the numbers of people expected to holiday at home rather than abroad increase, so it became the perfect time for Coleraine Borough Council to target the beautiful north coast of Northern Ireland as an ideal place to visit in the summer.

Our sister team in Belfast decided that radio would be the ideal platform to cost-effectively communicate to the largest possible audience, and it was to great effect. Two 3-4 month blasts of radio ads has ensured that occupancy levels throughout hotels, b&bs and guest rooms across the north coast have remained high at approximately 85%, compared to 75% in surrounding areas. Beautiful.