Germany

Zoë Redmond, Manager, Central Europe

2016 Performance – year to date

Tourism Ireland | Marketing Plans 2017 2

• January – September +4.7% • 2015 - 630K (+13%)

• Access – c.25k seats per week (20k winter +7%)

New:

Shannon – Frankfurt Lufthansa

Dublin – Munich with Transavia

• Web visits 1.5 million

• 275k facebook fans

Media coverage

worth

€45M YTD

2016 Highlights

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2016 – A world of change

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2016 – how did this affect the German tourist

• 30 days leave – holidays are important

• Huge outbound market

• Book early so Brexit not an impact

• Northern Europe booming

• Shift to ‘safer’ destinations (East – West Med)

• ££ - not reflected in GB visitors (+1%)

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Technology keeps on evolving

• Social media

• Video

• Selfies

• Mobile

• 24 / 7

• Snackable content

• Soundbites

Ireland breaks through

the clutter

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2017 – how do we evolve?

• We cannot predict the future but we know our consumers

• Focus on segments

• Inspire with ‘Joy’

• Show and tell our stories

• Working with partners

• Right people, right message, right time, right channel

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Tell the Ireland story,

unified and stronger

Reaching and inspiring

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Coast

Joy

Immersive

Authentic

TV 16m Culturally Curious

and Great Escapers

Connecting with people online

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Ezines Content Mobile Co-op

Online video

3M

Working with partners to drive bookings

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Stories told and retold – media and influencers

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16 Greenings

5.8m media

coverage

€45 million

Activity Plan 2017 – based on planning cycle

CMT

SPD/

Greening

Publicity / PR

Partner campaigns

Search, social media & ezines

TV/online video

Jan Feb March April May June July Aug Sept Oct Nov Dec

IRELAND.COM

Distribution and print

ITB IMEX

Business Tourism / Trade Activities

Offenbach

ISLAND OF IRELAND - WAW / NI / IAE/ Dublin

Content marketing

Online video

Partner campaigns

A picture is worth a thousand words ......

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Thanks

and

Questions?