Germany Zoë Redmond Manager, Central Europe

Tourism Ireland Marketing Plans 2018

2017 - performance to date

• 534,000 German visitors (Jan-Sept)

• 17m saw our TV advertising

• 80m read, watched or heard about Ireland (€34m publicity coverage YTD)

• 3.4m visit ireland.com

• 300,000 fans on

• Access – 28k seats per week (26k winter)

2018

664k visitors Forecast 2017

32k airline seats + W.B Yeats

German review: steering group of Irish/German industry and agencies

Outputs

• Improve understanding

• Actionable insights

• Joined up strategies and plans

Action areas

Brand investment, product and experience, purchasability and VFM, regional growth and season extension, sustained access, insights and collaboration

How to deliver further growth?

Understanding the German market

• HUGE – size, outbound, competition

• 30 days leave, early bookers

• Use internet to prepare, guidebooks

• Video/images

• Reassurance / multiple recommendations

• Good perception – nature, untouched

• Coast, authenticity are strong motivators

• BUT not enough to do, weather, cost, ease of access, food

• Not talked about enough

• Not compelling enough – some day

Culturally Curious

From insight to action – brand

New TV and digital edits

Differentiating and compelling

Programmatic video to reassure

New regional targeting online (access cities focus)

Lots and lots of content

Things to see & do

Warm Irish welcome

Food, access, VFM etc.

From insight to action – getting talked about

• Reach more consumers

• Work with media/influencers

• Brand partnerships

• Greenings

• Multiple recommendations

• Constant Reassurance – all channels

• Showcasing the range of things to see and do

• Addressing barriers

Publicity coverage

worth €45M

From insight to action – purchasability and easy access

New Brand TV with Dertour

Increase partner campaigns

Sustainable access

Easy to get to Easy to book

Price is important at consideration stage

From insight to action – regional growth & season extension

Regional growth

• Build on success of experience brands

• Strengthen the offering

Season extension

• Showcase city breaks

• Co-operative campaigns

Working together

Product and experience development, off season proposition, industry engagement, bring to overseas trade and consumers

Flex Value for Money

Working together – consumer and B2B

In Ireland opportunities

• Hosting German trade fam trips via Failte Ireland

• Host media visits via Failte Ireland

• Meitheal

In market opportunities

• CMT, Stuttgart consumer show January

• ITB Berlin – trade show, March

• Offenbach trade workshop, October

• Business Tourism events

• Trade Sales missions and fairs

Online opportunities

• Content for consumer / press/ trade ezine and social media

• Offers on Ireland.com / consumer ezine / competitions

• Joint campaigns

Joined up strategy and plans

•Joint understanding

•Sharing information

•Same message

•Product on the ground matches promise made to consumer

2018 Calendar of activities

Jan Feb March April May June July Aug Sept Oct Nov Dec

55% of Germans book in the first 3

months of the year or previous year

66% of Germans travel

in the summer

100 million trips annually – stable demand,

fierce competition

46% of holidaymakers are Culturally Curious

CMT

SPD/

Greening

Co-op Carriers, Trade, OTAs

TV / online video

Distribution & brochure

ITB

Business Tourism / Golf / Trade Activities

Offenbach

Online video

Co-op Carriers, Trade, OTAs

Publicity / PR/ TV programming

Search , Social Media and e-zines

Content marketing

MEITHEAL

/ MTB

Questions? Thank you www.tourismirelandindustryopportunities.com

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