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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
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
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
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