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Marketing Plans
Shane ClarkeDirector of Corporate Services, Policy & Northern Ireland
#TI2020
Joan O’ShaughnessyChairman
Niall GibbonsChief Executive
Highlights video
Industry Feedback
Great Britain +13%
US +6%
Canada +17%
China +16%
France +10%
+6%Jan-Oct 2019
Great Britain 23%
N America 19%
M Europe 7%
Rest of World 6%72%Jan-Sept 2019
Hotel Occupancy
+6.7%+11%
Overseas Visitors Hotel Sales
+31%75kChinese passengers
Giant’s
Causeway 950kVisitors
78.6% Overseas
Jan-Oct 2019
£570m +2%
2019 Forecast Northern Ireland
Overseas Revenue
65,000 Jobs
Overseas Visitors
2.265m +2%
Strategy for growth
2020 Targets Northern Ireland
Economic slow-down
Brexit
Competitiveness
Air access
Trade wars
Overseas Visitors
2.34m +3%
Overseas Revenue
£589m +3%
Overseas Visitors
2.556m +13%
Overseas Revenue
€658m +15%
2022 Targets Island of Ireland
WTM NI-ESAGS video
Embrace a Giant Spirit - 2020
Stockholm
London
Toronto
GlasgowCopenhagen
Milan
Madrid
Vancouver
Boston Marseille
Houston
Chicago
Berlin
Sarasota
Dallas
Paris
Brisbane
Melbourne
Sydney
Auckland
Shanghai
New York
Nantes
Mumbai
New DehliDubai
Abu Dhabi
Boston
New York
PhiladelphiaReach
1m+
Barcelona
Chengdu
Guangzhou
Beijing
Mineapolis
DenverSeattle
Phoenix
Los Angeles
Spreading the success
Twinning partnerships
Armagh &
The Mournes
Derry~Londonderry
Fermanagh
Lakelands
Causeway
Coastal Route
France
United States
Great Britain
Germany
Spreading the success
Slow Road campaign
85,400 web visits 2019
28,500 referrals 2019
Q22020
Overseas publicityEAV
£113m
Season Extension
City breaks campaigns
Q1 & Q4
Reach
15m(GB)
Year-round Festivals
Home of St Patrick
Festival
Leveraging the legacy £2m+EAV
Darren Clarke Sky Sports video
18m+ impressions 1.6m+ views January 2020 Irish Open 2021
Leveraging the legacy
Capitalising on Game of Thrones
Building on ‘Game of Thrones Territory’
Glass of Thrones
Reach
29m
Week 1: City Hall Week 2: Waterfront Hall Week 3: Lagan Weir
Week 4: SSE Arena Week 5: SS Nomadic Week 6: Titanic Studios
Game of Thrones
Game of Thrones Tapestry
Bayeux video
Capitalising on Game of Thrones
Opening autumn 2020
1.5mVisits
Who are we targeting
Diaspora
Culturally Curious
Social Energisers
Luxury
Golf
LGBTI+
Soft Adventure
Transforming our digital marketing
Right Message
Right Time
Right Channel
Personalised messaging
Redevelop
Ireland.com
2020Views
23m+(2019)
Referrals
Opportunities for you
Opportunitiesoverseas
Global Greening
10Green Tuesday
March 202024 25 26 27 28 29 1
2 3 4 5 6 7 8
9 10 11 12 13 14 15
23 24 25 26 27 28 29
30 31 1 2 3 4 5
16 18 19 20 21 2217
17
Colaboration logos video
Overseas Visitors
2.556m +13%
Overseas Revenue
€658m +15%
2022 Targets Island of Ireland
SustainableBusinesses
Marketing
effectiveness
John McGrillenCEO,
Tourism Northern Ireland
Niall GibbonsChief Executive
Katy BestCommercial & Marketing Director
Belfast City Airport
Howard HastingsMD, Hastings Hotels Group
Joanne StuartCEO, Northern Ireland
Tourism Alliance
Moderator:
Mark Simpson, Broadcaster
Shane ClarkeDirector of Corporate Services, Policy & Northern Ireland
Thank You
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