Pitch and proof

Successfully repositioning a much-loved and lauded tourist location as core to the perception of Northern Irish places of natural beauty and must-see visitor attractions. Through the “Definition of….” campaign, establishing the Causeway Coast & Glens as a premier destination in its own right, driving increased tourism to the area and creating a recognisable brand story to evolve over time.


Our objective was to protect the brand and reputation of an already well-established tourist destination while bringing energised focus and meaningful messaging. To move it out of the shadows of other nearby visitor attractions and to pave the way for a perception shift, successfully anchoring the Causeway Coast & Glens as a short break destination.


Influenced by the spellbinding scenery, photography, and landscape of the Causeway Coast & Glens, the ASG Studio created the intriguing “Definition of...” campaign. Conceived to showcase the beauty of the area while communicating the breadth of visitor experiences available, the campaign was rolled out over digital, press, radio, print, and exhibition materials.


Our multi-platform dissemination galvanized the greatest increase in visitor numbers to the Causeway Coast & Glens for many years, with over 1 million people making their way to the area. This significant shift in footfall came hand-in-hand with the largest ever increase in web traffic to the Causeway Coast & Glens website.