Targeting 18- to 35-year-olds in Northern Ireland’s capital, BELFASTVIBE will cover a combination of trending news, viral content feeds, ‘street life’ and general lifestyle topics, as well as the latest celebrity and sports stories, says Johnston Press.
The dynamic, fully-responsive site is designed specifically to suit the needs of today’s millennials, using social media to both amplify its own stories and create additional user generated content, enabling the brand to engage with its audience in a variety of ways.
Complementing its digital activity, BELFASTVIBE will also launch a free weekly magazine-style paper on the 9th April that will curate a blend of both short and long form content from the site to directly appeal to its target market.
Almost one third of Northern Ireland’s 1.8m population live in the Greater Belfast area, and approximately 130,000 of those is within the 20-34 age group. Capitalising on this, BELFASTVIBE will connect and engage with Belfast’s vast and vibrant millennial community, offering both unique content and a strong advertising proposition for businesses looking to reach them, say the publishers.
Ashley Highfield, CEO, Johnston Press said: “Johnston Press is dedicated to connecting communities, and we’ve carried out extensive market research on how millennials want local news and information to ensure that BELFASTVIBE fulfills on this. We now have a clear guide on the topics that millennials will respond to, and the best channels to communicate them, so it’s great to put this into practice in such an exciting city.”
Warren Butcher, MD, BELFASTVIBE said:“Belfast is a lively, bustling metropolis, rich in culture and energy, and we want BELFASTVIBE to reflect that, speaking to the city’s millennials about the things that are most important to them, inviting them to explore their interests and passions, and providing them with a unique insight into the city they live in.”
