Biggest value push ever under way in GB
The latest CSO figures for visitor numbers to the South clearly illustrate the very challenging business environment that prevails in our main markets this year, particularly in GB. While no official data is available yet for Northern Ireland, feedback from our industry colleagues there also suggests a difficult year.
Our marketing campaigns in GB have a huge tactical focus this year, highlighting the tremendous value on offer and the ease of access by air and sea. Tourism Ireland has increased its investment in co-operative marketing and is undertaking campaigns with over 20 industry partners.
By the end of July, over 18 million potential GB visitors will have received information about great value offers and holidays on the island of Ireland from Tourism Ireland. This communication has incorporated online and offline activity, including inserts distributed through national and regional GB newspapers such as The Guardian, The Observer and The Daily Telegraph.
We will continue to promote heavily over the summer, to ensure the GB consumer is presented with compelling reasons to visit the island of Ireland and to demonstrate the incredible value on offer from industry partners across the island.
We are currently working to conclude our Review of the Great Britain market. Much has changed in the market over recent years including trade channels, technology, the competition and, of course, consumer trends. We are finalising a strategic action plan for launch in the autumn.
Tourism Ireland recently launched a series of ten short films or “webisodes” which feature real local characters from around the island of Ireland introducing their favourite hidden gems. The films, which have been translated into five European languages, feature on Tourism Ireland’s suite of websites and are also being promoted in our main markets on Yahoo. To date, the films have been viewed by over 300,000 people around the world. To see the films, visit www.discoverireland.com/go
We look forward to continuing to work with you to ensure we capture every single piece of business that is out there to be won over the summer period and for the rest of 2009.
|Tourism Minister Martin Cullen TD with newly appointed Chief Executive of Tourism Ireland Niall Gibbons launching a tactical initiative to promote Ireland’s East Coast in GB.|
Northern Ireland Tourism Minister Arlene Foster MLA with Niall Gibbons, Tourism Ireland at the launch of a GB tactical initiative for Northern Ireland.