Northern Ireland - Worth a cheque

An overview by Richard Moore, Managing Director, Millward Brown Ulster

The image of Northern Ireland is in many ways a paradoxical. Media attention inevitably focuses heavily on the adverse aspects, but first time visitors are frequently highly surprised to find themselves in a region of great natural beauty and variety and yet possessing urban centres offering modern infrastructural facilities, along with excellent shopping and social amenities. Albeit maintaining a baleful and vicefunded presence, the main paramilitary organisations declared ceasefires ten years ago, since when growing consumer and business confidence has encouraged substancial investment both from the public sector, and in private sector enterprise. GDP has sustained a growth rate higher than the UK average over the past 10 years, and unemployment has fallen considerably.

Although relative dependency on public sector spending is a significant feature in the GDP growth, there are clear signs of improved private sector management capabilities, a process strongly fostered by the expansion of training and business education courses at the 2 local universities, and 16 technical colleges. Good examples of private sector success stories are Norbrook Laboratories (pharmaceuticals), Galen (pharmaceuticals), Randox Laboratories (medical diagnostic equipment), Sendit.com (online DVD/Video sales) and Wrightbus (buses).

Key to the opportunity for growth is the ready availability of both skilled and managerial resources at salaries which are much more realistic than the likes of London and the hyper-inflation prevalant of Dublin: for example, new graduate expectations are of the order of £16,000 per annum, whilst a qualified marketing manager would seek £30,000 per annum. Whilst these salaries, at first sight appear modest, in Northern Ireland they permit a high quality of life, primarily because of low housing and travel-to-work costs. By the same token, high disposable income has attracted sustained retailing investment from the likes of Tesco's, Sainsbury's, Lidl, Boots and B&Q.

It seems likely too, that the tourism contribution to the Northern Ireland economy is set to substantially increase, as visitor confidence grows in tandom with heavy investment in modern four and five-star hotel accommodation both by local hoteliers (such as the Hastings Group), and international chains (such as the Hilton Group). A key feature in this market is the recent establishment by easyJet of direct links to four major European centres, an excellent vote of confidence on their behalf.

Last but not least, Northern Ireland merits careful consideration as a test market: with a population of 1.7 million, excellent distribution infrastructure and compact geography, it comprises a highly effective arena for testing new products, for changes in product formulation, or test advertising. There is an excellent and comprehensive range of media with minimal overlap to other UK regions, and a well developed local marketing services industry to facilitate media buying, promotional support, distribution, and market research.

Whether it's golf, green fields, Guinness or growth you've got peace in mind, Northern Ireland's well worth a cheque!