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Fáilte Ireland Briefing :
Dublin
Keelin Fagan
HEAD OF DUBLIN
by 2020: 6.4m Overseas Visitors
€2.6bn Revenue 27,000 additional Jobs
Source : GDTA Action Plan
2015 4.9m
Overseas Visitors
Develop & Enhance
Visitor Experiences
Develop a Strong
Partnership Programme
Build Brand Equity for
Brand Dublin
3 Key Strategic Pillars 2016-2020
Key Highlights DEVELOP & ENHANCE VISITOR EXPERIENCES
YEAR LONG FESTIVAL PROGRAMME
27 October 2016
27 October 2016
Walking on Cars The Blizzards
Luminosity & the Sky Dance Dublin Gospel Choir
Add in video
Story of Dublin
Rebellion
Echoes of War
Empire
The Real Dublin
The Dubline
4 NEW DISCOVERY TRAILS
Key Highlights DEVELOP A STRONG PARTNERSHIP PROGRAMME
ENGAGEMENT PROGRAMME
DUBLIN CHAMPIONS
MANAGEMENT DEVELOPMENT PROGRAMME
Workshops
Programme Coaching
Specialist Mentoring
Networking
International Site Visit
EXCELLENCE IN VISITOR ATTRACTIONS
MANAGEMENT DEVELOPMENT PROGRAMME
310 Overseas Buyers
to Dublin
452
Trade
12,000 Appointments
45 Buyers on Dublin Fams including Dun
Laoghaire & Dalkey
TRADE PLATFORMS – Meitheal 2016
INDUSTRY TOOLKIT IMAGERY
VIDEO CONTENT
GUIDELINES
Differently Dubl in
best performing piece of content
BRAND ADOPTION
Key Highlights BUILDING BRAND EQUITY FOR DUBLIN
“Dublin living thrives side by side with the natural outdoors so you can constantly jump between completely unique, different and often unexpected experiences”
Dublin’s Positioning
INTERNATIONAL CAMPAIGN FOR DUBLIN
THE JOURNEY SO FAR
THE CAMPAIGN BRIEF
Encourage the Culturally Curious visitor in Great Britain to take a short break to Dublin from November to
February
THE CHALLENGE
GB Culturally Curious have built up a perception of Dublin which is limited
and lacks distinction
KEY INSIGHT
Plan their trip carefully in order to carve out an intensely personal and enriching
experience; one that is unique and meaningful to them
WHO ARE THE CULTURALLY
CURIOUS VISITORS?
HOLIDAY HABITS MEDIA HABITS
THE CREATIVE IDEA
Dublin is what happens in between
MEDIA BUY - €1.3m
Radio Print Digital OOH
Oct 17th to late Nov 2016
NATIONAL PRINT
OOH – BILLBOARDS
Glasgow
Edinburgh Liverpool
Birmingham
Manchester
NATIONAL RADIO
DIGITAL
FIRST WELCOME
Key Activities 2017
FESTIVALS - SHOULDER SEASON (Oct to March)
2017
OVERSEAS
CAMPAIGN
FOR DUBLIN
VISITOR LEAP CARD Now Available !
DOMESTIC GROUNDSWELL
SAM JOHNSTON DUBLIN CONVENTION BUREAU
/ STATE OF BUSINESS
€340m
/ STATE OF BUSINESS
This is to be a graphic depiction of positivity –
there will be a good news story behind the slide.
€62m
/ SOURCE MARKETS
N America
(Canada
and USA) 33% Europe
23%
Great Britain
22%
Ireland 20%
/ HIGHLIGHTS CONFERENCE AMBASSADOR
RECOGNITION AWARDS
/ HIGHLIGHTS
15km10km5km 20kmCITY
CENTRE
/ SPREAD OF BUSINESS
WON FOR DUBLIN 2017
/ LOOKING AHEAD – PIPELINE BUSINESS
2018 2019 2020 2021 2022 2023 2024
€35m
€20m €10m €4m
€38m
€45m
€40m
€21m €38m
€10m
Pending
Confirmed
/ EVENT IRELAND
Build on €70m strong pipeline of bid/pending events targeting
high yield sporting disciplines such as American Football, Rugby, Equestrian, Rowing, sailing.
Win 10 events for future years worth €17m to the economy
Convert 1 anchor event per calendar year with a min of 10,000 overseas spectators/participants
/ THE BID STARTS HERE…
WORLD DOG SHOW 2021
5,000 Dogs
15,000 Humans
/ POSITIONING DUBLIN
DUBLIN’S SILICON DOCKS
15 & 16 FEBRUARY 2017
Where Today’s Leaders meet
Tomorrow’s Technology
BUSINESS TOURIST Extend your Stay
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