Tourism Ireland Marketing Plans 2018 Great Britain...Tourism Ireland Marketing Plans 2018 Julie...

Great Britain

Tourism Ireland Marketing Plans 2018

Julie Wakley, Head of Great Britain

Judith Cassidy, Deputy Head of Great Britain

3.3 m Visitors

GB Visitors - Republic of Ireland

2016 2017

-9%

2015

2.9 m Visitors

3.1m Visitors

January - October

GB Market Context

GB

UK overseas trips +4%

BREXIT uncertainty

Inflation & real wage squeeze

Good access

GBP :

EURO Competitive

market

Brexit Response

• Brexit research

• Irish Industry & GB Trade Roundtables in London

• Value messaging

• Focus on Culturally Curious

• Publicity focus on border counties & rural areas

GB is still important. Why? 2016 – Island of Ireland

• Welcomed 4.9 million GB visitors

• €1.5 billion revenue

GB Visitors

• Travel throughout Ireland

• 40% travel in October – March

Our Strategic Approach

Prioritise Regional

Growth & Season Extension

Build Brand

Ireland

Showcase

Experience Brands

Screen Tourism

Targeting Best Prospects

Culturally Curious Social Energisers

2018 10% 90%

80% 20%

Advertising and Co-operative Campaigns 2017 Highlights

Inspiring, Engaging, Converting Kodaline photo? • Media partnerships

• ‘Always on’ digital

• Re-targeting

• Campaign approach

Driving Conversion

10

50+

Campaigns

€1.9 million

match funded

Island of

Ireland

Campaign

approach

Image to click on for the Brand Showreel

Tourism Ireland ‘Warm’ Digital Channels

12

Organic Social

464K+ fans

76K+ followers

Email Marketing

145K ‘warm’

email addresses

Ireland.com

2.5m website

visits

Campaign Collaboration Working in partnership with Fáilte Ireland

Wild Atlantic Way Awareness Driving Campaign Q1 2017

Wild Atlantic Way Q1 Campaign

Facebook

1.6 million

OOH 1.2

million

Focus on

proximity

Ireland’s Ancient East Q3 & Q4 2017

Ireland’s Ancient East Q3 Campaign

Working

with

industry

partners

Shoulder

season

Reach

3.2m

Ireland’s Ancient East Q4 Campaign – live now

18

London | Birmingham | Glasgow Facebook – Sequential Messaging

Video Offer

OOH

Reach

1.2m

Facebook

Reach

1.6m

Out of home

Dublin – A Breath of Fresh Air Q4 Campaign

Dublin – A Breath of Fresh Air Q4 Campaign – live now

Radio

reach

3.5m

Multi

Partner

Campaign

Facebook

reach

3.1m

Holding Image with Star Wars Logo to lead into the advert

Trade, Industry, Golf & Business Tourism

B2B Platforms

Celtic

Connections

Glasgow

January

World Travel

Market

London

November

British Travel

& Tourism

Show

Birmingham

March

Ireland wins “Best Stand” at World Travel Market 2017

Trending on Social Media

#WTMIreland

Trade Co-operative Marketing

30+

Campaigns

Trade Awards

Best International Destination in the World

Ireland 2016 & 2017

Best European Destination for Groups 2017

Trade Activity

Meitheal

Joint

Plans

Trade

Fam

Trips

Ezines

Golf – Driving Interest and Conversion

Business Tourism

Publicity

Lead

Generation

B2B

Platforms

Fam

Trips

How can you get involved?

B2B

Platforms

Digital

Co-op

Offers PR

Ezines Ireland.com

NEW @TIindustryopps

Looking Ahead to 2018

Maintain & optimise what has worked in 2017

Increase focus on Culturally Curious

Build standout in competitive market

Continue to monitor and respond to market context

Continue to work closely with partners

Publicity

Publicity: Telling the Story

Keeping Ireland on TV • Drive destination message

• Amplify on social media

Media visits

Online social influencers

Joyful immersion – St Patrick’s Day

34

Publicity: FILM

35

Thank you