Culture NI - City of Culture 2013 Digital Partner

Culture NI - City of Culture 2013 Digital Partner

Culture Company and Culture NI formed a strategic partnership in late 2012, which saw the Nerve Centre’s Culture NI digital team take responsibility for all City of Culture digital platforms and range of digital projects. The Culture NI team revamped the City of Culture website, established a weekly e-newsletter, competitions and promotions, and put in a place a weekly video news bulletin, as well as producing regular stand alone videos.

'Social Media was one of the standout successes of the year'. Sharon O’Connor, Town Clerk, Derry City Council

Key Outputs

  • Since January 2013, the City of Culture website has received over 3.5 million page views and 600,000 unique users.
  • 16,350 Twitter followers. Since January 2013, there have been 144 million estimated impressions from 48,000 tweets from over 17,000 users.
  • On a weekly basis 2.2 million people are reached by 350+ tweeters with approximately 90 tweets a day engaging with @Derry2013 and hashtag #LegenDerry.
  • 61,500 Facebook likes. On average, 160,000 are reached weekly through the Facebook page, while during key moments/events (Return of Colmcille, Fleadh, BBC Radio 1) over 63,000 people engaged with content daily.
  • Over 50 competition Facebook apps built, reaching over 450,000 people, with a data capture element that has increased the newsletter database by 50%.
  • Over 200 videos have been produced for the Derry~Londonderry 2013 YouTube channel including a weekly news bulletin partnered with Macmillan Media and a monthly 30 minute programme for Today’s Ireland.
  • The free LegenDerry app received over 12,00 downloads in just over four months (Aug - Nov), reaching both local people and tourists.

Turner Prize

We also developed a social media strategy to support the marketing of Turner Prize 2013 targeted towards people with an interest in visual arts and Turner Prize in the north west. Key activity included; Turner Prize 2013 branded Facebook and Twitter pages, blogger outreach for REACT campaign, content management and a series of eight 30 -40 second vlogs. 


  • 9,900 Facebook fans

  • 1,950 Twitter followers

  • Over 5,000 views on YouTube

  • During the award ceremony #TurnerPrize trended worldwide, there was a; 268.4% increase in page engagement, the Facebook page timeline was visited 1,425 times, overall Twitter mentions increased by over 2,000, followers increased by 694 and, the announcement: #Breaking: Laure Prouvost announced as winner of Turner Prize 2013! reached 20,100 users.



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