“This was an incredibly important campaign.
The NW200 was drawing more than 100,000
overseas tourists each year, but they were leaving
after the event. Points created an award-winning
execution for the most captivating and beautiful
campaign the event had ever seen.”
NITB x NW200
Once a year, more than 150,000 motorsport fans arrive in Northern Ireland to experience high-speed road racing along a spectacular stretch of coastline at the North West 200. With funding from Northern Ireland Tourist Board, the NW200 team tasked us with creating opportunities to encourage longer stays in Northern Ireland and capitalise on the annual influx of visitors.
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A win for the Northern Ireland Tourist Board
The surrounding area is home to truly stunning scenery and historical landmarks, including Ireland’s only UNESCO World Heritage Site, the Giants Causeway. The aim of the project was to highlight ten preconfigured tourist routes, drive tourism and boost the local economy. The research stage involved detailed map planning and driving all ten routes in preparation for creating a campaign that encouraged these international race fans to ‘Stay A While’.
The chequered flag doesn't mark the end of your trip
After spending time with the team on the beautiful North Coast to discuss the project, we set about trying to tie these two disparate events. We settled on one of the most iconic and universal symbols in motorsport: the chequered flag.

Not many countries have strong ties to a specific geometrical shape but, due the natural wonder that is the Giant’s Causeway, Northern Ireland happens to be one of the few. Flanked by the wild Atlantic Ocean and a landscape of dramatic cliffs, an estimated 40,000 interlocking basalt columns make up this World Heritage Site. Formed some 50-60 million years ago after a period of intense volcanic activity, followed by a cooling and contracting of the volcanic plateau – unless you believe in the legends of giants that is – the majority of the columns appear hexagonal in shape.

The combination of these two graphic devices created the visual bridge between the chequered flag and tourism, inspiring our campaign aesthetic. The logo, typographically mirroring the sweeping curves and straights of the NW200 street circuit, incorporated ten hexagons, each representing one of the ten tourist routes around the country.
A record-breaking campaign for tourism
This was a high-profile campaign for both NW200 and the Northern Ireland Tourist Board. After being selected as the creative partner to lead the project, we managed a complex campaign that involved a highly detailed collaboration between various service providers in Northern Ireland and a logistic design of tourist trails that took months to research and prepare. The result was a significant increase in post-race tourism, which positively impacted the local economy and introduced more people to the Emerald Isle.
What we did
Art Direction
Campaign Identity
Campaign Identity System
Digital Design
Illustration
Logo Design
Marketing Collateral
Print Design and Production
Project Management
Points Projects Northern Irish Tourist Board Brand Identity Campaign Nw200
Points Projects Northern Irish Tourist Board Brand Identity Campaign Logo Race Flag
Points Projects Northern Irish Tourist Board Brand Identity Campaign Initiative Banner
Points Projects Northern Irish Tourist Board Brand Identity Campaign Mobile Billboard 2
Points Projects Northern Irish Tourist Board Brand Identity Campaign Billboard 48Sheet
Points Projects Northern Irish Tourist Board Brand Identity Campaign Streetliner
Points Projects Northern Irish Tourist Board Brand Identity Campaign 6Sheet Poster
Points Projects Northern Irish Tourist Board Brand Identuty Campaign Route2 Brochure
Points Projects Northern Irish Tourist Board Brand Identuty Campaign Route3 Brochure
Points Projects Northern Irish Tourist Board Brand Identity Campaign Hoodie 1
Points Projects Northern Irish Tourist Board Brand Identity Campaign Hoodie 2
Points Projects Northern Irish Tourist Board Brand Identity Campaign Logo Embroidery
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These are a few projects we've done for others. If you're curious to see what we can do for you, we'd love to talk.
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