tourism ireland's north america presentation held in dublin
DESCRIPTION
Tourism Ireland's North America Presentation held in DublinTRANSCRIPT
North
America
Scaling New Heights — Monday, 30th November 2015
Alison Metcalfe
FOCUS on Key segments
CONVERSION Turning lookers into
bookers
SEASON EXTENSION
DIGITAL MARKETING EXCELLENCE
Continue to optimise & implement
Season Update & Outlook
STRONGER dollar
SEASON trending well
STRONGER economy
ACCESS
15% more air capacity
MARKET SHARE gains
MORE
Air Access BRAND in good
shape
HIGH Satisfaction
levels
Working together
to build upon
success
J F M A M J J A S O N D
Print Advertising
TV Sponsorship
Online/ Digital
Social
Search/Content
EDM
Publicity
Promotions
Access co-op
Tour op co-op
Focus Prioritisation Integration
Destination Brand
Kickstart campaign
December 2015
New York, Boston, Chicago
Downton Abbey
January, February
New York, Boston, Chicago
Combined monthly
circulation: 5 million
Impressions:
130.1M Impressions:
26.5M
Impressions:
13.5M
Social Energizers Culturally Curious Tactical
Branding Campaign: 156.6M impressions and 354K clicks
Campaign Total: 170.1M impressions and 854K clicks
Clicks:
500K
Clicks:
78K
Clicks:
276K
Tactical: 13.5M impressions / 500K clicks
Followers: 6,700 Boards: 35
Twitter Followers : 87,000+
Best Performing FB Post Ever: 36,872 Likes 18,941 Shares 1,017 Comments Total Reach: 1.3million
Driving Conversion
& Closing the Sale
18
19
Display advertising and content exposure EDM to warm database Email marketing to 3rd party databases Newsletter & Textlink driven campaign Social media exposure- Tactical Tuesdays
Year round, cost effective and measurable
3 levels of investment
21
494,093 YTD referrals from i.com
637,381 YTD referrals
from paid tactical
JITI Chicago Boston New York Philadelphia Tucson – GTM Ft Lauderdale – GTM San Francisco Los Angeles Seattle Consumer Philadelphia Flower Show Milwaukee Irish Fest Stone Mountain Highland Fest, Atlanta Golf PGA Orlando Business Tourism ‘Meet in Ireland’ - Los Angeles, San Jose, Minneapolis ,Chicago & Toronto IMEX Las Vegas M&I Forum, Scottsdale SMU Int’l – New York City Group Travel Networking events Washington, DC x 2 Boston x 2 New York City x 2
Targeting 26 US cities
3 city Trade Workshops; February BT: Toronto networking event Royal Winter Fair – Toronto
• SMU, New York (Feb20 - 22)
• M&I Forum, Scottsdale, AZ (May 22 -25)
• MII B2B Networking Events – West Coast
(Los Angeles & San Jose June 7 & 9)
• MII B2B Networking Events – Midwest
(Minneapolis, Chicago & Toronto, Sep 13 , 14 &15)
• IMEX America 2016 – Las Vegas (Oct 18 &20)
• Quarterly Business Tourism Ezines
Target top tier media
outlets
Thank
You.
Questions
& Answers