Reaching 120,000: How Triovia Extended Coleraine BID's Reach Across Northern Ireland

The Challenge of Geographic Reach

A Business Improvement District's natural audience is local. The levy payers are within the designated boundary, the shoppers are drawn from the surrounding catchment, and the media coverage tends to be hyper-local. For Coleraine BID, this meant that even excellent content and strong social media growth had a natural ceiling.

Triovia identified this ceiling early and proposed a solution that required thinking beyond traditional BID communications. The question was not just how to communicate with Coleraine's existing audience, but how to expand that audience to include potential visitors and supporters from across Northern Ireland and beyond.

The Proposal: Leveraging Triovia's Own Platform

Triovia brought a unique asset to its work with Coleraine BID: its own media platform with an established following of over 120,000 across Northern Ireland. This was not a generic social media account but a curated audience with a genuine interest in Northern Irish towns, businesses, and community life.

Triovia proposed strategically sharing Coleraine BID content through this platform to amplify visibility beyond what the BID's own channels could achieve. This was an unusually direct value-add - a service provider deploying its own audience on behalf of a client - and it delivered meaningful results for Coleraine.

Strategic Content Amplification in Practice

The content sharing strategy was built around selectivity and timing. Not every piece of BID content was suitable for broader amplification - the approach required identifying the stories, campaigns, and announcements that would resonate with a Northern Ireland-wide audience rather than purely local interest.

Events with visitor appeal, major town centre campaigns, community initiatives, and business spotlights that told a compelling story about Coleraine were prioritised for amplification through Triovia's platform. The result was Coleraine BID content reaching audiences in Belfast, Derry, Ballymena, and across the Causeway Coast region - an extended footprint that no organic BID social media strategy alone could achieve.

The Santa Experience: Bringing Ticketing Online

One of Coleraine's most beloved seasonal events is its Christmas Santa Experience - a major draw for families across the town and surrounding area. Managing this event had historically involved manual processes and queuing challenges that frustrated both visitors and the BID team.

Triovia identified the opportunity to transform the visitor experience through an online ticketing and booking system. Proposing and implementing a full digital ticketing solution for the Santa Experience, Triovia handled the complete setup and management of booking and payment infrastructure.

The impact was immediate. Families could book their Santa visit in advance from home, eliminating queuing uncertainty and allowing better planning. The BID gained real-time visibility into booking numbers, enabling better resourcing and event management. Payment processing was streamlined, reducing cash-handling requirements on the day.

Operational Improvements Beyond the Numbers

The Santa Experience ticketing system is a good illustration of how Triovia approached its work with Coleraine BID more broadly: identifying operational pain points and solving them with digital tools that were sustainable and manageable for the BID team long-term.

An improved customer experience at a flagship Christmas event is not a trivial outcome. Families who have a positive, stress-free Santa visit are more likely to return to Coleraine the following year, to speak positively about the town to friends and family, and to engage with other BID-promoted events throughout the year. The ripple effects of a well-managed ticketing system extend well beyond the December booking window.

Key Outcomes at a Glance

• Coleraine BID content amplified to 120,000+ followers via Triovia's platform
• Visibility extended across Northern Ireland and beyond
• Strategic content selection maximising regional audience relevance
• Full online ticketing system implemented for Santa Experience
• Improved customer booking experience and operational management
• Reduced on-day queuing and cash-handling requirements

The extended reach programme and Santa Experience ticketing project both reflect the same underlying philosophy: great work for a client should use every available tool, including the service provider's own assets. Triovia didn't just manage Coleraine BID's presence - it extended it.