New NI campaign has outdoor ads at 287 locations in London, Birmingham, Manchester, Liverpool, Glasgow and Edinburgh - all of which have direct flights to Belfast and Londonderry, along with short videos running on digital and social-media platforms. Campaign is intended to take advantage of recent increases in lodging capacity in the 2 NI cities.

Tourism Ireland expects these billboards to be seen by around 73% of the adults living in those 6 UK cities.