Dear industry colleague
Our autumn marketing campaign is in full swing across the world, targeting millions of potential holidaymakers and capitalising on late booking trends and on the many festivals and events that take place all over the island at this time of year.
The growth in overseas visitor numbers of 10% to the island of Ireland for the first seven months is welcome news, even accounting for the poor weather and volcanic ash disruptions last year, and this more positive picture is supported by anecdotal reports from industry partners. However, we know that the distribution of visitors is uneven and some areas are performing better than others.
As we look to the future, a number of significant factors will work in our favour, like ‘The Gathering’, launched last week in Dublin at the Global Irish Economic Forum, which will harness the diaspora – the 70 million people across the world who claim ancestral links with the island of Ireland – and help boost future business for all of us. In addition, a year of major tourism events is planned for next year in Northern Ireland, under the banner ‘NI2012’, and the completion of new world-class attractions like Titanic Belfast and the Giant’s Causeway Visitor Centre will provide us with a wonderful opportunity to showcase the ‘new’ and vibrant Northern Ireland around the globe.
We will be launching our Marketing Plans for 2012 towards the end of the year and we’ll be telling you more about these great, year-long events and how we plan to exploit them to the full.
Highlights from Tourism Ireland's autumn campaign
Over 18 million see TV advertising: Tourism Ireland’s autumn TV advertising campaign will run until
mid-October, reaching up to 18.5 million potential GB holidaymakers, conveying fun, friendliness and great things to do and see on a holiday here; channels include ITV 1, 2 and 3, Channel 4 and a range of satellite channels.
Over 16 million hear radio features: Over 16 million people around Britain have been hearing radio ads highlighting city breaks in Dublin and Belfast and placing the spotlight on festivals, music, literature, living culture and Titanic. Activity also includes radiotorials (radio interviews) with Mariella Frostrup promoting the Dublin Festival Season as well as full-page advertorials in The Guardian Guide.
Extensive online campaigns: Millions more are seeing Tourism Ireland’s online campaign which runs to the end of November on a mix of lifestyle and travel websites, including The Guardian, Daily Mail, Lonely Planet and AOL.
Making it easier to get here: Tourism Ireland is working with Aer Lingus in London, Manchester and Birmingham highlighting the Dublin Festival Season through joint press and radio advertising. Campaigns are also running with Ryanair in key national and regional newspapers and through direct marketing to 2.4 million Ryanair subscribers in Great Britain. Tourism Ireland is also co-operating with popular travel websites including hotelbeds.com, bedsonline.com and hotelopia.com.
Trade workshops: Influential British coach and group tour operators were brought here in September and October to meet with representatives of the tourism industry at workshops where they negotiated for their 2012 programmes.
Tourism Ireland and around 60 tourism businesses from around the island of Ireland will mount a significant presence at World Travel Market in November. WTM is the largest B2B event in the global travel and tourism calendar, attended by almost 50,000 travel trade and 3,000 influential international media.
Radio advertising: 9 million listeners a week have been hearing radio ads in Boston, New York, Philadelphia, Chicago and Los Angeles this autumn.
Print and online advertising: An additional 26 million people have seen print ads in travel and lifestyle magazines, and extensive online advertising is running on high profile travel websites such as Travelocity, Kayak, TravelZoo and Luxury Link.
TV advertising: TV ads are airing on NBC Sports, promoting next year’s Notre Dame and Navy clash at Dublin’s Aviva Stadium, to ensure as many fans as possible travel here for the game; the ads are appearing during six Notre Dame games from mid-September to mid-November in the New York, Boston and Chicago areas. Online ads also feature on the TV station’s website.
Co-operative promotions: Co-operative promotions are under way with Aer Lingus, US Airways, Delta Vacations and Continental Vacations to push fall/winter travel to Dublin, Belfast and Shannon from key gateway cities and feeder cities in the US; this co-operative activity includes print and online ads, direct marketing to the airlines’ frequent flyer databases and in-flight media programming.
Golf: Publicity worth an estimated $12 million will be generated as a result of Ireland’s inclusion in the Golf Channel’s popular reality show Big Break, which launched on September 20 and is running for ten weeks, reaching 182 million golf fans around the US.
Business and consumer events: The packed programme of B2B events in the US includes presentations and sales calls by tourism partners from around the island of Ireland to over 300 top travel agents and travel and lifestyle journalists. Industry partners also joined Tourism Ireland recently at the AARP Life@50 show in
Los Angeles. And 20 partners have joined Tourism Ireland at the new IMEX America (International Meetings and Events Exhibition) promotion in Las Vegas this week.
Co-operative advertising: A co-operative ad campaign with Aer Lingus is running in newspapers around Europe, highlighting attractive autumn airfares to Dublin and great reasons to visit, including the Dublin Festival Season. In Frankfurt and Berlin alone, this campaign is targeting 3.25 million readers living in and around those cities; and in France, the campaign will reach over 1.5 million people in Paris and Lyon. Ads in conjunction with Aer Lingus are also reaching millions of French consumers on several Paris radio stations this autumn.
Co-operative promotions with Ryanair in France include print ads highlighting great reasons to visit the west of Ireland, such as walking, surfing, fishing and golf; the west is also the featured destination on the Ryanair website in France this autumn.
Co-operative activity with Irish Ferries includes a familiarisation visit to Ireland for French group tour organisers; and Tourism Ireland is working with SAS and Norwegian Airlines in Scandinavia on direct marketing to frequent flyer databases and business tourism contacts.
Online campaign: An online campaign, highlighting Dublin, Belfast and Cork as fantastic city break destinations, is running on key travel and lifestyle websites in our main European markets.
Sales blitz: 15 Irish tourism partners participated in Tourism Ireland’s three-day sales blitz in Copenhagen, Oslo and Stockholm, meeting and doing business with influential travel trade and media contacts in the Scandinavian capitals.
EFL: In Italy and Spain, Tourism Ireland is targeting the EFL (learning English as a Foreign Language) sector through social media and activity on websites popular with 18-30 year olds.
Business 2 Business workshop: 29 influential coach tour operators from France, Germany, the Netherlands, Belgium and the Nordic region participated in our B2B workshop in September, with good networking opportunities for tourism industry partners from around the island of Ireland.
Australia and Developing Markets
Sales missions: Industry partners from around the island of Ireland are joining Tourism Ireland for our sales missions to India, China and Japan this autumn, taking advantage of the opportunity to meet with key travel trade and media in those countries, through a programme of workshops and sales calls.
Online campaign: In China, Tourism Ireland has undertaken a co-operative online campaign with Bord Bia, targeting approximately 100,000 Chinese consumers with messages about our superb food and spectacular scenery.
Trade workshops: Our "Flavours of Ireland" event in London last week brought over 135 influential GB-based incoming tour operators to a workshop with over 70 tourism partners from around the island of Ireland.
Our "New Markets" workshop and familiarisation trip will take place in Belfast next week, when tourism providers will have the opportunity to network and do business with key travel agents and tour operators from countries like India, China, Japan and South Africa.
Click here for more details on Tourism Ireland's Autumn Campaign