Building Millennial Audiences
This resource from The Wallace Foundation in the USA gives some refreshingly fact-based strategies for attracting millennials. Though it is based on US research, the findings are useful in a Northern Irish context too.
The document lays out the best approaches to marketing to milliennials, and highlights the reasons why they engage with culture, and some of the barriers to their engagement.
If you are looking to target 15 - 34 year olds, this concise and practical report is worth a look.