Over 12M to see new campaign for Dublin Europe’s Friendliest City
As most intensive mid-year Tourism Drive continues Overseas
As the difficulties confronting our tourism industry continue to impact on visitor numbers,
it is important to remind ourselves that the island of Ireland still has everything to play for this year. Almost 55% of holidaymakers come here in the period July to December and
Tourism Ireland and industry partners are out there, right now, fighting for business in all our major markets.
In the next few days, a brand new campaign for Dublin Europe’s Friendliest City will break in Great Britain and run into the autumn; a similar campaign will break shortly for Belfast City of Music. These come on top of extensive campaigns already under way in Britain with ferry operators to capitalise on the resurgence of interest in travel by sea and with air carriers promoting great fares to airports across the island. They will also help to build on extensive promotions there with group and tour operators – traditional and online, on work to target ‘Silver Surfers’ and on promotions for Business Tourism and Value Golf.
The new Dublin campaign is part of the largest ever mid-year Tourism marketing drive under way in Great Britain, the United States and Mainland Europe to tap into the
later-than-ever booking pattern and to keep the island of Ireland top of mind with overseas consumers. In the US, for example, a new seat sale is under way in gateway cities promoting autumn/winter fares from as low as $199 each way. While, in Europe, over 16 million potential visitors from major markets will see the ‘Ireland – More for Less’ promotion on the Ryanair website over the coming months. Car touring campaigns with the major ferry companies are also encouraging visitors to take their own cars.
Highlights of autumn activity will include the Meet in Ireland ‘Superfam’, in conjunction with Fáilte Ireland, which will see Tourism Ireland invite and fly in 120 of our top Business Tourism contacts from key markets to mark the opening of The Convention Centre Dublin. Titanic will be showcased in New York’s Grand Central Station and also as part of Expo 2010 in Shanghai. In addition, here at home, workshops will be held to update you on North America and New Markets, to provide opportunities for you to sell direct to GB and European Coach Operators and to get to ‘Know Europe – Grow Europe’.
I appreciate fully the extent of the economic difficulties which confront us at this time and the impact they are having on individual enterprises across the island. Right now, our top priority remains the restoration of growth from the Great Britain market and I can assure you that our energies are fully focused on that goal.
Dublin Europe’s Friendliest City
• Over 12 million potential GB holidaymakers will see a new campaign promoting Dublin as a fun place to visit, starting this week.
• Dublin Europe’s Friendliest City campaign will run into the autumn,
highlighting all the great things to do and see and the friendly welcome that awaits visitors to Dublin.
• The campaign will capitalise on the accolade of ‘Europe’s Friendliest City’, awarded to Dublin for the last two years running by users of the popular website TripAdvisor.
• Witty radio ads will be heard by over 11.5 million listeners to some of Britain’s top stations. Ads will feature a tongue-in-cheek apology to other popular European cities like Rome, Barcelona or Paris for beating them in the friendliness stakes.
• Over 1.3 million known city break enthusiasts across GB will receive attractively-priced offers for breaks in Dublin by direct marketing, beginning this week.
• Advertising in national newspapers and on popular travel websites
will feature special fares and offers from Aer Lingus, Ryanair and other partners.
• Our 20,000 Facebook fans will also be involved in helping to spread the message.
Most intensive mid-year Tourism drive continues
The most intensive mid-year Tourism promotion ever continues in Britain, Mainland Europe and North America right now:
• ‘Value Golf’ campaigns are running in Great Britain and all major markets in the run-up to the Solheim Cup, which will take place at Killeen Castle in September 2011.
• Co-operative marketing has been intensified with 30 major air and sea carriers, and with tour operators in all key markets, promoting great value access fares and holiday programmes.
• ‘Super Region’ campaigns have featured the West Coast/Shannon Catchment area, the Lakelands and the East regions – in conjunction with Fáilte Ireland, Dublin Tourism and Shannon Development.
• A value advertising campaign has been promoting travel to Northern Ireland, including a campaign targeting German tour operators to increase exposure of Northern Ireland in their programmes.
• Tourism Ireland is inviting 120 key international buyers to take part in the Meet in Ireland ‘superfam’, in conjunction with Fáilte Ireland. The ‘superfam’ takes place in early September and will include a workshop and an opportunity to check out new facilities here, including
The Convention Centre Dublin.
• In Britain, more than 11 million people have already heard radiotorials for the island of Ireland this summer on over 100 popular radio stations.
Well-known presenters in Great Britain, such as Simon Calder, John Craven and Gloria Hunniford, have been promoting great value and reasons to visit with themes including Car Touring and Silver Surfers Summer Savings.
• A new campaign for "Belfast City of Music" will break in Great Britain shortly.
• 4 million GB readers of newspapers like the Manchester Evening News and the Daily Record in Scotland have seen advertorials promoting ‘holidays closer to home this summer’.
• Over 16 million potential visitors from France, Germany, Italy, Spain, Belgium and Nordic markets have seen the ‘Ireland – More for Less’ promotion on the Ryanair website in recent months.
• Car touring campaigns with the major ferry companies are encouraging visitors to bring their own cars.
• 6 million Europeans in gateway cities of Paris, Amsterdam and Barcelona have seen advertising for Northern Ireland, urging them to ‘Experience the Roadtrip of your Life’ from Belfast via the Giant’s Causeway to Londonderry.
• Millions of Europeans have seen advertising, direct marketing and publicity for the West Coast, Lakelands and East Coast regions.
• A new Seat Sale gets under way this week in gateway cities including New York, Boston, Chicago and Orlando with Aer Lingus promoting autumn/winter fares from as low as $199 each way.
• 12 million US readers of publications like The New Yorker, National Geo and Saveur have seen advertising and offers for ‘Ireland, island of 100,000 welcomes. At some very friendly prices’ .
• A Titanic exhibition is planned for New York’s Grand Central Station in September.
• A new diaspora campaign ‘This is the year to come home’ is set to reach 10 million Americans with Irish and Scots Irish ancestry.
Sign up for Autumn Campaign
Tourism Ireland in GB requires offers to feature in major city breaks campaigns focused on Dublin and Belfast. Offers will be accepted on an ongoing basis but to gain the most from participation, submit your offer free of charge today. Click here to learn more