Germany Zoë Redmond Manager, Central Europe
Tourism Ireland Marketing Plans 2018
2017 - performance to date
• 534,000 German visitors (Jan-Sept)
• 17m saw our TV advertising
• 80m read, watched or heard about Ireland (€34m publicity coverage YTD)
• 3.4m visit ireland.com
• 300,000 fans on
• Access – 28k seats per week (26k winter)
2018
664k visitors Forecast 2017
32k airline seats + W.B Yeats
German review: steering group of Irish/German industry and agencies
Outputs
• Improve understanding
• Actionable insights
• Joined up strategies and plans
Action areas
Brand investment, product and experience, purchasability and VFM, regional growth and season extension, sustained access, insights and collaboration
How to deliver further growth?
Understanding the German market
• HUGE – size, outbound, competition
• 30 days leave, early bookers
• Use internet to prepare, guidebooks
• Video/images
• Reassurance / multiple recommendations
• Good perception – nature, untouched
• Coast, authenticity are strong motivators
• BUT not enough to do, weather, cost, ease of access, food
• Not talked about enough
• Not compelling enough – some day
Culturally Curious
From insight to action – brand
New TV and digital edits
Differentiating and compelling
Programmatic video to reassure
New regional targeting online (access cities focus)
Lots and lots of content
Things to see & do
Warm Irish welcome
Food, access, VFM etc.
From insight to action – getting talked about
• Reach more consumers
• Work with media/influencers
• Brand partnerships
• Greenings
• Multiple recommendations
• Constant Reassurance – all channels
• Showcasing the range of things to see and do
• Addressing barriers
Publicity coverage
worth €45M
From insight to action – purchasability and easy access
New Brand TV with Dertour
Increase partner campaigns
Sustainable access
Easy to get to Easy to book
Price is important at consideration stage
From insight to action – regional growth & season extension
Regional growth
• Build on success of experience brands
• Strengthen the offering
Season extension
• Showcase city breaks
• Co-operative campaigns
Working together
Product and experience development, off season proposition, industry engagement, bring to overseas trade and consumers
Flex Value for Money
Working together – consumer and B2B
In Ireland opportunities
• Hosting German trade fam trips via Failte Ireland
• Host media visits via Failte Ireland
• Meitheal
In market opportunities
• CMT, Stuttgart consumer show January
• ITB Berlin – trade show, March
• Offenbach trade workshop, October
• Business Tourism events
• Trade Sales missions and fairs
Online opportunities
• Content for consumer / press/ trade ezine and social media
• Offers on Ireland.com / consumer ezine / competitions
• Joint campaigns
Joined up strategy and plans
•Joint understanding
•Sharing information
•Same message
•Product on the ground matches promise made to consumer
2018 Calendar of activities
Jan Feb March April May June July Aug Sept Oct Nov Dec
55% of Germans book in the first 3
months of the year or previous year
66% of Germans travel
in the summer
100 million trips annually – stable demand,
fierce competition
46% of holidaymakers are Culturally Curious
CMT
SPD/
Greening
Co-op Carriers, Trade, OTAs
TV / online video
Distribution & brochure
ITB
Business Tourism / Golf / Trade Activities
Offenbach
Online video
Co-op Carriers, Trade, OTAs
Publicity / PR/ TV programming
Search , Social Media and e-zines
Content marketing
MEITHEAL
/ MTB
Questions? Thank you www.tourismirelandindustryopportunities.com
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