australia & developing markets - tourism ireland ireland | marketing plans 2017 2 aisling...
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Australia & Developing Markets
Tourism Ireland | Marketing Plans 2017 2
Aisling McDermott Marketing Manager Middle East & Asia
Sofia Hansson Marketing Manager Australia & New Zealand
James Kenny Marketing Manager China
3
Focus & Prioritise Segments with Greatest Growth Potential
AUSTRALIA N ZEALAND CHINA INDIA GCC
New South Wales
Victoria
Auckland Shanghai
Beijing
Guangzhou
Chengdu
Mumbai
New Delhi UAE
Culturally Curious
Social Energisers
70 / 30
Direct & B2B
Consumer Marketing
Digital
Trade
Publicity
Longer Avg Length of
Stay
13 – 26 Days
Culturally Curious
Target B2B opportunities in developing markets & exploit access opportunities from the
UAE
Trade
Publicity
Digital
Greatest Avg Spend
£1,000 - £2,500
2016
ADM 2016
Activity
Showreel
Tourism Ireland | Marketing Plans 2017 6
2016: Year of Growth & Achievements for ADM
BIVS British Irish Visa
Scheme
£517,000 Social Media EAV
85 million Social
Connections
3,200 Industry & Trade
Opportunities
£19 million Publicity EAV
+9% (NISRA Jan-June)
440,000 Visits to
Ireland.com
Tourism Ireland | Marketing Plans 2017 7
ADM: Digital Activity
Over 137,000 Third Party Referrals Over 85 million Social Connections
Tourism Ireland | Marketing Plans 2017 8
ADM: Publicity
Over £19 million Publicity EAV
Traveller Magazine China
£770k publicity EAV
Tourism Ireland | Marketing Plans 2017 9
ADM: Co-operative Marketing
Over 20 Co-Op Campaigns
Tourism Ireland | Marketing Plans 2017 10
China: Ireland through Virtual Reality
Virtual Reality experience online and in-store with
CYTS Beijing. Over 240,000 video views
Tourism Ireland | Marketing Plans 2017 11
ADM: UK Inbound
Explore GB 2016 Sponsorship Flavours of Ireland 2016
Discover Northern Ireland Galgorm
Manor
12
ADM: Trade & Industry Collaboration
Ireland Specialists
Sales Missions Trade Fams
Workshops Trade Shows
Media Fams
2017
Australia Review: Our Emphasis
Tourism Ireland | Marketing Plans 2017 14
Strategic Focus
Dream Phase
Tactical
Directed Research
BOOKING Itinerary Planning
Going Beyond basic awareness to inspire Highlighting access, Value, convenience
‘Early Bird’ Campaign Focus
Tourism Ireland | Marketing Plans 2017 15
On the ‘Edge of Europe’
Ideal start/end to a
European trip Culture with an edge Must do journeys
ActivityO
2016 N D
J
2017 F M A M J J A S
Co-operative Marketing
Trade Communications
Digital - Reach Display,
Contextual Targeting, Social
Media
Publicity
Over 5 million readers
Over 23 millionimpressions
Tourism Ireland | Marketing Plans 2017 16
2017 Key Themes & Calendar of Activity for ADM
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Causeway Coastal Route
Game of Thrones
NI Food & Drink
The Gobbins
Titanic
BIVS
Golf
City Breaks
Outdoor Adventure
LGBT
Genealogy
Tourism Ireland | Marketing Plans 2017 17
How Can You Get Involved With ADM?
Sales Missions
Offers on ireland.com
eZines
Co-operative Marketing
B2B Shows
Country Clubs
Fam Trips (Media & Trade)
Publicity
Tourism Ireland | Marketing Plans 2017 18
How Can You Get Involved with ADM?
Understanding the Markets
Tourism Ireland | Marketing Plans 2017 19
Tourism Ireland Industry Opportunities Website
Tourism Ireland | Marketing Plans 2017 20
Australia & New Zealand Sales Mission 2016
Question &
Answers
Thank You