Dublin, Ireland

Dana SchlosserNicole Blom Laura Sinopoli

Victoria Shaw Cheyenne Lipski

Discover the Luck of the Irish

Mission Statement At the Tourism Board of Dublin, our mission is toexpand the Irish culture to travelers around the world by offeringprestige and superior quality service is the mostluxurious way.

Competitors Edinburgh and Dublin Attraction Comparison Edinburgh Attractions Dublin Attractions

Edinburgh Castle Dublin Castle National Museum of Scotland National Museum of Ireland

St. Giles Cathedral St. Patrick Cathedral Old Calton Burial Ground Newgrange

London and Dublin Attraction ComparisonLondon Attractions Dublin AttractionsSt. Paul’s Cathedral St. Patrick Cathedral

London Zoo Dublin ZooMuseum of London National Museum of Dublin

Hyde Park St. Stephen’s Garden

Attraction Oversea Visits a YearDublin Zoo 1,000,000St. Patrick Cathedral 362,000The National Gallery of Ireland 624,412Book of Kells 524,119National Botanic Garden 501,000National Museum of Ireland (Archeology) 402,582Irish Museum of Modern Art 362,000National Museum of Ireland (Decorative Arts & History 295,488Chester Betty Library 247,729

Edinburgh Scotland

London, England

Demographics:Couples (41% of travelers)35+ (44% of travelers)

Geographic:European (80% of travelers)North America (15% of travelers)Winter (39% of travelers)Summer (34% of travelers)

Psychographics:Professions:1. White Collar 2. Managerial3. Skilled WorkerReason to Travel:4. Holiday5. VFR’s6. Business

Benefits:1. Desire friendly and hospitable people2. Desire interesting history and culture3. Desire natural attractions

Behavioral:62% of travelers are first time users35% of travelers are repeat visitors

Low users (Less than 5 days)Heavy users (More than 10 days)

#1 Activity: Hiking & Cross Country Walking

Goals Increase inbound

tourism Increase

recognition Develop brand

Increase North American Tourists by 10%

Increase advertising awareness by 25%

Conduct recall tests and primary surveys

Objectives

Primary Target Market Demographic Segmentation•Retired (55+)•”Empty Nesters”•Highly educated•Money is from savings and pension

Geographic Segmentation•North American Consumer•Estimated Populations of 2012: Canada:34,880,491 United States: 313,914,040

Psychographic Segmentation•Upper Class individuals with a higher education•Healthy retired individuals •Attracted to soft adventure

Benefit Segmentation•Rekindle feelings for their partner.•Luxury trip where individuals expects a great deal of pampering•Vacation that is at their convenience

Behavior Segmentation•Quality is what these individuals are interested in•Price is not a problem•Individuals wants to participate in activities

PositioningPositioning Statement: For mature couples, travelling to Ireland, that want to get the opportunity to feel cultural freedom and an enriched Irish experience. A destination that provides sophistication with each and every aspect. The chance to stay in luxurious castles and golf on exceptional golf courses. Feel welcome in the culture and experience the difference Ireland has to offer that the UK does not.Product Differentiation:•Unique Culture•Large Areas Of Space •Ireland is known for its St. Patrick’s Day festivals

Competitive Advantage: In Ireland, you have the chance to visit the courses and attractions all in one country.

Tactics & Action Plan: Product Strategy

Core Tangible Augmented-Excitement-Relaxation-Discover

-Quality of Service-Cleanliness of hotels, transportation, dining rooms and the city itself-Taste of food/beverage-Comfort of the transportation-Brochures/information-Employees attire-Attractions-Everything will have the highest degree of quality, care, and reputation

-Weather-Procedures for handling complaints-Local people’s reactions to tourists-Politics-Currency

Product Item Product Feature Consumer Benefits

Dublin, Ireland

-Landscapes -Learning Experiences -Castles, Golf, Fine Dining -Great Things To Do -Shopping -Culture -Easy Transportation/Transit

-Same Language -Learning Experiences -Payment Methods are the Same -Exploring New Destinations -Meet Locals -Culture -Safe Place to Travel

Product Levels

BrandThrough our brand customers will be able to identify themselves with the Irish culture and wonders. It will have a “home away from home” feeling to benefit our more mature travelers. Our slogan is Escape to your Irish Haven.

Packaging ExampleDay Brief Overview Accommodations Attractions

Day One Arrival in Dublin and Dublin City Centre

Trinity Capital Hotel, Dublin City 4 Star Hotel

Dublin Castle National Museum of

Ireland Irish Museum of

Modern Art Guinness Storehouse Old Jameson

Distillery Dublin Writers

Museum Jeanie Johnston

Famine Ship Phoenix Park

Day Two Dublin’s North Brooks Hotel, Dublin City 4 Star Hotel

Day Three Dun Laoghaire, Powerscourt and Glendalough

Butlers Townhouse, County Dublin 4 Star Hotel

Day Four Departure from Dublin

Clontarf Castle Hotel, Dublin City 4 Star Castle Hotel

Our packages consist of the finest hotels, transportation & dining. Our company's

intentions are to satisfy the needs of the wealthy with every element we offer.

Tactics & Action Plan: Pricing Strategy DistributionPricing objectivesOur pricing objective is to have premium prices to uphold our premium service with everything we advertise & sell.

Price Comparison to CompetitionWe will have prestige pricing to position our hotels, dining, and transportation as a luxurious part of the market.

Pricing TechniqueTo use thenon-competition price comparison method.

Type of distribution channelIndirect

Intermediaries to be used•Travel Agents•Tour Wholesales & Operators•Outbound Tour Operators •Travel Shows

Distribution Strategy We aim to focus heavily on television ads and place ads in magazines aimed for older adults.

Communication StrategyBrand/Image: Luxury and SophisticationPositive Consumer AttitudeAdvertisement Recognition

Media PlanMagazines: TIME, National Geographic, MacLean'sTelevision Channels: PBS,TVO,CNNExhibitions and Trade ShowsHighest Frequency: March to JuneLowest Frequency: July to February

EvaluationRecognition TestsPersuasion Tests