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Great Britain Tourism Ireland Marketing Plans 2018 Julie Wakley, Head of Great Britain Judith Cassidy, Deputy Head of Great Britain

Tourism Ireland Marketing Plans 2018 Great Britain...Tourism Ireland Marketing Plans 2018 Julie Wakley, Head of Great Britain Judith Cassidy, Deputy Head of Great Britain 3.3 m Visitors

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Page 1: Tourism Ireland Marketing Plans 2018 Great Britain...Tourism Ireland Marketing Plans 2018 Julie Wakley, Head of Great Britain Judith Cassidy, Deputy Head of Great Britain 3.3 m Visitors

Great Britain

Tourism Ireland Marketing Plans 2018

Julie Wakley, Head of Great Britain

Judith Cassidy, Deputy Head of Great Britain

Page 2: Tourism Ireland Marketing Plans 2018 Great Britain...Tourism Ireland Marketing Plans 2018 Julie Wakley, Head of Great Britain Judith Cassidy, Deputy Head of Great Britain 3.3 m Visitors

3.3 m Visitors

GB Visitors - Republic of Ireland

2016 2017

-9%

2015

2.9 m Visitors

3.1m Visitors

January - October

Page 3: Tourism Ireland Marketing Plans 2018 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 Market Context

GB

UK overseas trips +4%

BREXIT uncertainty

Inflation & real wage squeeze

Good access

GBP :

EURO Competitive

market

Page 4: Tourism Ireland Marketing Plans 2018 Great Britain...Tourism Ireland Marketing Plans 2018 Julie Wakley, Head of Great Britain Judith Cassidy, Deputy Head of Great Britain 3.3 m Visitors

Brexit Response

• Brexit research

• Irish Industry & GB Trade Roundtables in London

• Value messaging

• Focus on Culturally Curious

• Publicity focus on border counties & rural areas

Page 5: Tourism Ireland Marketing Plans 2018 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 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

Page 6: Tourism Ireland Marketing Plans 2018 Great Britain...Tourism Ireland Marketing Plans 2018 Julie Wakley, Head of Great Britain Judith Cassidy, Deputy Head of Great Britain 3.3 m Visitors

Our Strategic Approach

Prioritise Regional

Growth & Season Extension

Build Brand

Ireland

Showcase

Experience Brands

Screen Tourism

Page 7: Tourism Ireland Marketing Plans 2018 Great Britain...Tourism Ireland Marketing Plans 2018 Julie Wakley, Head of Great Britain Judith Cassidy, Deputy Head of Great Britain 3.3 m Visitors

Targeting Best Prospects

Culturally Curious Social Energisers

2018 10% 90%

80% 20%

Page 8: Tourism Ireland Marketing Plans 2018 Great Britain...Tourism Ireland Marketing Plans 2018 Julie Wakley, Head of Great Britain Judith Cassidy, Deputy Head of Great Britain 3.3 m Visitors

Advertising and Co-operative Campaigns 2017 Highlights

Page 9: Tourism Ireland Marketing Plans 2018 Great Britain...Tourism Ireland Marketing Plans 2018 Julie Wakley, Head of Great Britain Judith Cassidy, Deputy Head of Great Britain 3.3 m Visitors

Inspiring, Engaging, Converting Kodaline photo? • Media partnerships

• ‘Always on’ digital

• Re-targeting

• Campaign approach

Page 10: Tourism Ireland Marketing Plans 2018 Great Britain...Tourism Ireland Marketing Plans 2018 Julie Wakley, Head of Great Britain Judith Cassidy, Deputy Head of Great Britain 3.3 m Visitors

Driving Conversion

10

50+

Campaigns

€1.9 million

match funded

Island of

Ireland

Campaign

approach

Page 11: Tourism Ireland Marketing Plans 2018 Great Britain...Tourism Ireland Marketing Plans 2018 Julie Wakley, Head of Great Britain Judith Cassidy, Deputy Head of Great Britain 3.3 m Visitors

Image to click on for the Brand Showreel

Page 12: Tourism Ireland Marketing Plans 2018 Great Britain...Tourism Ireland Marketing Plans 2018 Julie Wakley, Head of Great Britain Judith Cassidy, Deputy Head of Great Britain 3.3 m Visitors

Tourism Ireland ‘Warm’ Digital Channels

12

Organic Social

464K+ fans

76K+ followers

Email Marketing

145K ‘warm’

email addresses

Ireland.com

2.5m website

visits

Page 13: Tourism Ireland Marketing Plans 2018 Great Britain...Tourism Ireland Marketing Plans 2018 Julie Wakley, Head of Great Britain Judith Cassidy, Deputy Head of Great Britain 3.3 m Visitors

Campaign Collaboration Working in partnership with Fáilte Ireland

Page 14: Tourism Ireland Marketing Plans 2018 Great Britain...Tourism Ireland Marketing Plans 2018 Julie Wakley, Head of Great Britain Judith Cassidy, Deputy Head of Great Britain 3.3 m Visitors

Wild Atlantic Way Awareness Driving Campaign Q1 2017

Page 15: Tourism Ireland Marketing Plans 2018 Great Britain...Tourism Ireland Marketing Plans 2018 Julie Wakley, Head of Great Britain Judith Cassidy, Deputy Head of Great Britain 3.3 m Visitors

Wild Atlantic Way Q1 Campaign

Facebook

1.6 million

OOH 1.2

million

Focus on

proximity

Page 16: Tourism Ireland Marketing Plans 2018 Great Britain...Tourism Ireland Marketing Plans 2018 Julie Wakley, Head of Great Britain Judith Cassidy, Deputy Head of Great Britain 3.3 m Visitors

Ireland’s Ancient East Q3 & Q4 2017

Page 17: Tourism Ireland Marketing Plans 2018 Great Britain...Tourism Ireland Marketing Plans 2018 Julie Wakley, Head of Great Britain Judith Cassidy, Deputy Head of Great Britain 3.3 m Visitors

Ireland’s Ancient East Q3 Campaign

Working

with

industry

partners

Shoulder

season

Reach

3.2m

Page 18: Tourism Ireland Marketing Plans 2018 Great Britain...Tourism Ireland Marketing Plans 2018 Julie Wakley, Head of Great Britain Judith Cassidy, Deputy Head of Great Britain 3.3 m Visitors

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

Page 19: Tourism Ireland Marketing Plans 2018 Great Britain...Tourism Ireland Marketing Plans 2018 Julie Wakley, Head of Great Britain Judith Cassidy, Deputy Head of Great Britain 3.3 m Visitors

Dublin – A Breath of Fresh Air Q4 Campaign

Page 20: Tourism Ireland Marketing Plans 2018 Great Britain...Tourism Ireland Marketing Plans 2018 Julie Wakley, Head of Great Britain Judith Cassidy, Deputy Head of Great Britain 3.3 m Visitors

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

Radio

reach

3.5m

Multi

Partner

Campaign

Facebook

reach

3.1m

Page 21: Tourism Ireland Marketing Plans 2018 Great Britain...Tourism Ireland Marketing Plans 2018 Julie Wakley, Head of Great Britain Judith Cassidy, Deputy Head of Great Britain 3.3 m Visitors

Holding Image with Star Wars Logo to lead into the advert

Page 22: Tourism Ireland Marketing Plans 2018 Great Britain...Tourism Ireland Marketing Plans 2018 Julie Wakley, Head of Great Britain Judith Cassidy, Deputy Head of Great Britain 3.3 m Visitors

Trade, Industry, Golf & Business Tourism

Page 23: Tourism Ireland Marketing Plans 2018 Great Britain...Tourism Ireland Marketing Plans 2018 Julie Wakley, Head of Great Britain Judith Cassidy, Deputy Head of Great Britain 3.3 m Visitors

B2B Platforms

Celtic

Connections

Glasgow

January

World Travel

Market

London

November

British Travel

& Tourism

Show

Birmingham

March

Page 24: Tourism Ireland Marketing Plans 2018 Great Britain...Tourism Ireland Marketing Plans 2018 Julie Wakley, Head of Great Britain Judith Cassidy, Deputy Head of Great Britain 3.3 m Visitors

Ireland wins “Best Stand” at World Travel Market 2017

Page 25: Tourism Ireland Marketing Plans 2018 Great Britain...Tourism Ireland Marketing Plans 2018 Julie Wakley, Head of Great Britain Judith Cassidy, Deputy Head of Great Britain 3.3 m Visitors

Trending on Social Media

#WTMIreland

Page 26: Tourism Ireland Marketing Plans 2018 Great Britain...Tourism Ireland Marketing Plans 2018 Julie Wakley, Head of Great Britain Judith Cassidy, Deputy Head of Great Britain 3.3 m Visitors

Trade Co-operative Marketing

30+

Campaigns

Page 27: Tourism Ireland Marketing Plans 2018 Great Britain...Tourism Ireland Marketing Plans 2018 Julie Wakley, Head of Great Britain Judith Cassidy, Deputy Head of Great Britain 3.3 m Visitors

Trade Awards

Best International Destination in the World

Ireland 2016 & 2017

Best European Destination for Groups 2017

Page 28: Tourism Ireland Marketing Plans 2018 Great Britain...Tourism Ireland Marketing Plans 2018 Julie Wakley, Head of Great Britain Judith Cassidy, Deputy Head of Great Britain 3.3 m Visitors

Trade Activity

Meitheal

Joint

Plans

Trade

Fam

Trips

Ezines

Page 29: Tourism Ireland Marketing Plans 2018 Great Britain...Tourism Ireland Marketing Plans 2018 Julie Wakley, Head of Great Britain Judith Cassidy, Deputy Head of Great Britain 3.3 m Visitors

Golf – Driving Interest and Conversion

Page 30: Tourism Ireland Marketing Plans 2018 Great Britain...Tourism Ireland Marketing Plans 2018 Julie Wakley, Head of Great Britain Judith Cassidy, Deputy Head of Great Britain 3.3 m Visitors

Business Tourism

Publicity

Lead

Generation

B2B

Platforms

Fam

Trips

Page 31: Tourism Ireland Marketing Plans 2018 Great Britain...Tourism Ireland Marketing Plans 2018 Julie Wakley, Head of Great Britain Judith Cassidy, Deputy Head of Great Britain 3.3 m Visitors

How can you get involved?

B2B

Platforms

Digital

Co-op

Offers PR

Ezines Ireland.com

NEW @TIindustryopps

Page 32: Tourism Ireland Marketing Plans 2018 Great Britain...Tourism Ireland Marketing Plans 2018 Julie Wakley, Head of Great Britain Judith Cassidy, Deputy Head of Great Britain 3.3 m Visitors

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

Page 33: Tourism Ireland Marketing Plans 2018 Great Britain...Tourism Ireland Marketing Plans 2018 Julie Wakley, Head of Great Britain Judith Cassidy, Deputy Head of Great Britain 3.3 m Visitors

Publicity

Page 34: Tourism Ireland Marketing Plans 2018 Great Britain...Tourism Ireland Marketing Plans 2018 Julie Wakley, Head of Great Britain Judith Cassidy, Deputy Head of Great Britain 3.3 m Visitors

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

Page 35: Tourism Ireland Marketing Plans 2018 Great Britain...Tourism Ireland Marketing Plans 2018 Julie Wakley, Head of Great Britain Judith Cassidy, Deputy Head of Great Britain 3.3 m Visitors

Publicity: FILM

35

Page 36: Tourism Ireland Marketing Plans 2018 Great Britain...Tourism Ireland Marketing Plans 2018 Julie Wakley, Head of Great Britain Judith Cassidy, Deputy Head of Great Britain 3.3 m Visitors

Thank you