€20M/£18M Overseas Marketing Drive for Summer
taps into later-than-ever booking trend

The largest mid-year marketing drive to attract overseas visitors this summer has been launched today. It will capitalise on the later-than-ever booking trend in major markets. 
It will confidently reaffirm that the island of Ireland is open for business, is accessible
by air and sea, and that we take great care of our visitors, whatever the circumstances.

It has been another very tough few months for tourism enterprises around the island
and this €20/£18 million marketing push is designed to win business for the summer and beyond.  Over 60 per cent of our visitors come in the period May to September, so we have everything to play for.   

Strong ‘value’ messages and compelling reasons to visit are at the heart of this marketing drive.  It represents a concerted effort by Tourism Ireland and hundreds of industry partners
who have come up with great value offers to get us ‘stand-out’ in the competitive markets of
Great Britain, North America and Mainland Europe.Niall_Gibbons

Niall Gibbons
Chief Executive

 Highlights include:

  • ‘Silver Surfers Summer Savings’ – a promotion of special value and two-for-one offers covering accommodation, eating out, visitor attractions, golf, horse and greyhound racing, targeting the two million ‘Sightseers and Culture Seekers’ in Great Britain aged 66 and over. 
  • New ‘Value Golf’ campaigns in Great Britain and all major markets in the run-up to the Solheim Cup at Killeen Castle in September 2011.
  • €5 million ‘Super Region’ campaigns for the West Coast/Shannon Catchment area, the Lakelands and the East regions – in conjunction with Fáilte Ireland, Dublin Tourism and Shannon Development.
  • Car touring promotions with six key ferry operators, encouraging visitors from
    Great Britain, Germany, France and other European markets to bring their own cars
  • €5 million co-operative marketing campaigns with 30 major airlines, as well as tour operators, in all key markets.
  • Northern Ireland value advertising campaigns with offers from local industry partners; German tour operators will also be targeted to increase exposure in their tour programmes, both on and offline.
  • A new series of online ‘travelogues’ featuring local characters, ‘hidden gems’ and places to visit will feature on Tourism Ireland’s suite of 41 websites and on Yahoo!  The Causeway Coast & Glens, Tipperary, Sligo, Cork, Tyrone, Belfast and Dublin join 10 shot last year in Clare, Galway, Fermanagh, Kerry, Kilkenny, the Mournes, Londonderry and Donegal.
  • Partnership – Tourism Ireland will work with a minimum of 700 island of Ireland and market-based partners, promoting the island overseas.

20M campaign

Campaign Details

Great Britain
Silver Surfer Summer Savings
Targeting potential British holidaymakers aged 66 and over, a new Silver Surfer Summer Savings initiative will include brand new, special value offers from hundreds of hotels, guesthouses, B&Bs and self-catering properties across the island.  Two-for-one admissions will be available at top visitor attractions, race courses and greyhound tracks and on green fees at golf clubs.  Participating restaurants will offer two main courses for the price of one. 

• A series of ‘radiotorials’ promoting the new value programme will be syndicated to over 62 BBC national and regional radio stations and promotions will also run on ‘Classic FM’ and ‘Gold’.

• A major publicity campaign will include national newspapers, like the Daily and Sunday Express, the Mail on Sunday, as well as in Yours, Saga and Sainsbury’s magazines.

• Over 250,000 British group organisers and affinity group members will receive information on the new ‘Silver Surfer’ initiative through direct marketing.

• Golden Trekker rail pass: the ‘Silver Surfer Summer Savings’ can be used in conjunction with the free rail travel scheme for visitors aged 66 and over, which was announced on St Patrick’s Day and which is being promoted extensively by Tourism Ireland in all markets.

‘Value Golf’ Blitz
• A new ‘Value Golf’ blitz using the headline ‘Golf in Ireland - Time to Play’ gets underway in Britain, highlighting special green fees at clubs around the island, good value golf tour operator packages and special multi-golf club passes.

• A major marketing campaign will include some of Britain’s top golf tour operators; ‘Ireland Days’ promotions at top driving ranges in the greater London area, advertising – outdoors, on tube station platforms (known as cross-track), and in top golf and business publications – and radio promotions, all of which will drive consumers to a new golf offers section on the discoverireland.com website.

• Over 600,000 registered golf enthusiasts in Britain will receive news of the new ‘Value Golf’ initiative, through targeted marketing with a range of partners including the largest golf booking agencies Your Golf Travel.com and GolfBreaks.com.

• Tourism Ireland and golf partners will also participate at the BMW PGA Championship at Wentworth in May, at the Seniors British Open in Carnoustie in July, at the Ladies British Open at Royal Birkdale in August and at the Ryder Cup in Wales in October. 
North America
• Major campaigns with five top airlines to the island of Ireland – Aer Lingus, Continental Airlines, US Airways, American Airlines and Delta – promoting value fares, industry offers, vacation packages and great holiday experiences.
• Radio promotions and advertising will reach over 80 million consumers in major gateway cities.

• Direct marketing of value holiday packages to 11 million consumers with Travel Zoo (a leading travel deals website).

• Price-led advertising will reach 80 million US consumers on popular sites such as Frommers, Shermans Travel, IrishCentral.com and BudgetTravel.

• Golf promotions with partners will take place around major PGA events on the Golf Channel, supported by direct marketing to recognised golf enthusiasts.
• ‘Golden Trekker’ campaign incorporating ‘Silver Surfer’ offers will be promoted at the AARP convention in Orlando and to other seniors groups.  The AARP, the US Association for people over 50, has 40 million members in 50 states.

• West Coast and Shannon Gateway campaigns will concentrate on increasing west of Ireland exposure in top tour operator programmes, promoting access via Shannon and reaching frequent flyers with value offers from industry partners.

Mainland Europe
• New print and online ads and promotions with Ryanair, Aer Lingus and German Wings will take place from mid-May through June, building on the positive response to the first-ever Tourism Ireland German TV ad campaign earlier this spring.
• An intensified publicity campaign will highlight the attractions of taking your car to the island of Ireland and will put value in the spotlight with strong offers from industry partners.  German media will also be invited to visit the island to experience gardens, castles, cruising, walking, cycling, festivals and food.

• Two million German outdoor enthusiasts will receive good news about activity holidays including angling.

• Increased focus on golf in the run-up to the Solheim Cup, with publicity in golf and lifestyle publications, co-operative marketing with Solheim-affiliated tour operators and with the Deutscher Golf Verband (German Golfers’ Association).  Golf promotions will include participation at the German Ladies Open in May.

• Travel trade activities include continued promotions with leading tour operator DERTOUR, following the successful DERTOUR Reiseakademie (Travel Acadmey) in Killarney last November, and with other tour operators in Germany.

• Business Tourism promotion will include the roll-out of a new brand and website, as well as participation with partners at IMEX (International Meetings & Events Exhibition, the essential trade show for the meetings and events industry which takes place at the end of May in Frankfurt).
• A special campaign will also promote the new Düsseldorf-Kerry service with Ryanair.

• Online advertising will run on top Germany websites, such as Weg.de and Die Zeit.

• Consumers in French cities will see a co-operative campaign with Aer Lingus in publications such as Direct Matin and Direct Soir – reaching over four million readers.

• Co-operative campaigns on French TV with Aer Lingus and Irish Ferries will promote ease of access and good value fares.

• Regional newspaper campaigns with Ryanair will promote the Paris-Dublin, Paris-Shannon, Bordeaux-Cork and La Rochelle-Cork routes to over 1.7 million consumers.

• Northern Ireland value offers will be promoted through online advertising and direct marketing campaigns.

• Car touring will also be promoted through campaigns with ferry operators Irish Ferries, Brittany Ferries and Celtic Link.

Italy and Spain
• Major outdoor advertising campaigns in Madrid, with Aer Lingus and Ryanair, will promote attractive fares and reasons to visit.  In Milan, advertising posters will carry a barcode which can be scanned by smartphone users, to download offers directly from Tourism Ireland’s Italian website.  Radio and online campaigns will run alongside the outdoor campaigns.

• A new offers supplement will be distributed with one of Spain’s top travel magazines.

• Ireland features will appear in the Metro freesheet in Italy.

• Two million Italians and 800,000 Spaniards will see co-operative advertising with Ryanair.

The Nordic Region
• An episode of the popular TV show Norway’s Top Model will be filmed in Dublin this July, for prime-time airing in Norway in spring 2011.  The programme will feature top island of Ireland designers and locations and will air to an audience of over 220,000.

• Co-operative ad campaigns will run with airlines Ryanair, Norwegian and SAS in the Nordic countries.

• City value breaks will be promoted through a special ‘Tale of Two Cities’ promotion highlighting Dublin and Belfast on sites like Hotels.com and Expedia online and through outdoor advertising in Oslo and Stockholm.

The Netherlands
• Over two million readers of the Metro freesheet will receive a six-page island of Ireland supplement at the end of May (to coincide with the Dutch ‘holiday money’, the 13th month salary paid at the end of May), highlighting great fares and ease of access and terrific value offers from industry partners; and a special ‘Live like a King/Queen in Ireland’ competition will direct readers to discoverireland.com to find out more about the great things to do and see here.

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