Derry-Londonderry
Community, Destination / Host City, Economic impact, Experiential / Engagement, Legacy, Tourism

Objective

Plan and deliver a successful event that creates civic pride, regenerates the waterfront area and a produces substantial economic impact to the city.

Promote trade and investment between the USA and Derry-Londonderry.

Share the city’s message ‘Derry-Londonderry – A new story’ globally, signifying that the city has moved on from its troubled past and is open for tourism, trade and investment.

Create a CSR project that provides engagement with the local community

Outcome

An independent report commissioned by the Clipper Race and carried out by Belfast based Card Group established that:

  • July 2016 was the best performing month for accommodation room sales ever recorded in Derry-Londonderry.
  • Average hotel occupancy for the festival duration [09-17 July] was 85.55% up, an increase of over 10% from the 2014 race edition
  • Hotel occupancy for the festival peaked at 97.89% on 16 July.
  • An estimated 22,096 bed nights were purchased during the festival [09-17 July].
  • The average length of stay for visitors needing accommodation was 6.1 nights.
  • 25% of visitors were from outside Northern Ireland.
  • The Foyle Maritime Festival recorded a footfall figure of 163,576.
  • The footfall peaked on the Clipper Race departure day with 24,960 visitors.
  • 90% of visitors thought the event improved Derry-Londonderry’s image globally.
  • 82% of visitors feel that the festival has improved their perception of Derry-Londonderry.
  • 93% of additional visitors to the festival stated that the inclusion of the Clipper Race had an influence on their decision to visit.
  • 66% of visitors stated that the Clipper Race was a primary reason for visiting the festival.
  • The Clipper Race received a very positive NPS [Net Promoter Score] of +61, indicating that it will likely benefit from a significant level of word of mouth promotion.
  • The projected spend by visitors directly attributed to the FMF is GBP£3.5m. The inclusion of the Clipper Race contributed to 83.4% of this spend.
  • The translated ROI for Derry City and Strabane District Council is 3.64:1 for a Team Entry
  • The campaign generated 3,565 individual media items, a unique audience base of
  • 942million and a PR value of over £10.3million.
  • All of the ‘your next chapter’ bursary candidates are now in full time employment, two of which are in the maritime industry.
Activation

USA

  • Utilised a focused sailing session with a delegation of NI business’ who were match-made with US based investors.
  • Networking and investment lunch at the prestigious NYYC (New York Yacht Club) hosted by the Mayor of Derry City and Strabane District, with race Skipper Daniel Smith as a key note speaker.CEO of DCSDC was part of a business leaders panel at a NASDAQ stock exchange hosted event in New York.
  • Derry-Londonderry-Doire crew and the bursary candidates were speakers at a diaspora event in NYC to engage with the ‘sons and daughters’ of Derry-Londonderry who have emigrated to the USA.


UK

  • The city council planned and implemented a comprehensive nine-day ‘Foyle Maritime Festival’ that wrapped around the Clipper Race fleet’s stopover in the city. It included; 300 performers, 86 trade stands, 60 water based activities for public participation, 50 live music performances, 18 live cookery demos, 2 Navy ships, 1.5 mile long festival zone and 1 grand finale event with street and aerial theatre, the Clipper 70 fleet and fireworks.
  • A group of young unemployed people from the local area were selected to participate in the race to develop life skills that would help increase their employabilityTwo local community heroes were selected to participate in the race to generate civic pride within the city.
Contact us

We have welcomed visitors from all over the world and it has been fantastic to see the city profiled in such a positive way on a global platform. Once again we’ve demonstrated our ability to stage an international event generating substantial revenue for the local economy, and enhancing the region’s profile as an exciting and unique visitor destination.

Mayor Hilary McClintock