NITB requires a Service Provider to evaluate advertising campaigns providing an independent assessment to which the 2014/15, 2015/16 and 2016/17 campaigns have met their objectives.

The overall objectives of the campaigns are to increase awareness of NI as a tourist destination, change perceptions of Northern Ireland as a holiday destination, increase visitation to related websites, increase interest/intention to visit, increase the number of people visiting Northern Ireland (for overnight or day trips) and the associated revenue.