North America

Tourism Ireland Marketing Plans 2018

Alison Metcalfe

Head of North America Tourism Ireland

Value of the North American Market

• 67% are holidaymakers

• Long stay

• High spend

• Regional and seasonal dispersion opportunities

• Heavy users of paid premium accommodation &

visitor services

USA 2nd

largest source

market

Increasing contribution to holidaymaker revenue and bednights

Geographical Breakdown - US Visitors to island of Ireland

MIDWEST

17%

WEST

26%

NEW ENGLAND

8%

SOUTH

22%

MID ATLANTIC

27%

Sources: Failte Ireland Survey of Travellers (SOT) TNI / NISRA

orthern Ireland Passenger Survey (NIPS)

Sizzle reel

Market Performance & Outlook

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Holidaymaker Performance 2013-2016

+60% +80%

+71% +200%

Canada USA

Holiday Revenue

Holidaymakers

Air Access 62K o/w

weekly seats

21 Gateways

+4%YOY

Looking ahead to 2018 – The Planning Context

PATH TO

PURCHASE

RESEARCH

US MARKET

REVIEW

2018-2021

Underpin 2018 Business Plan

Understanding the Consumer Journey is key to unlocking growth potential

• Visceral sensory experience

• Authentic connection with people and culture.

• Distinctive/world class

Inspiration

Conversion

Triggers

Choice

Booking

Strategic Priorities

STRENGTHEN

BRAND

SALIENCE &

STANDOUT

VALUE FOR

MONEY

INCREASE

BRAND

INVESTMENT

UNDERSTAND

‘Path to

Purchase’

GROW

SEASONALITY

& REGIONALITY

A reminder of who we are targeting

Investment

ratio: 75%

Investment

ratio: 25%

Building the Brand Delivering Standout

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Invest in promoting Branded experiences

Broadcast & Connected TV 85m Impressions New York

Chicago

Boston

Philadelphia

Washington DC

NBC Golf Channel Sponsorship

Household

Impressions:

TV:22M

Digital: 5M

Building Brand Partnerships to reach new audiences

Strengthening Consumer Engagement Via DIGITAL

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2018 Digital Campaign Summary

Social Energizers Culturally Curious Tactical

Impressions: 132MM Impressions: 60MM Impressions: 35MM

Brand Campaign: 95M impressions Tactical: 132M impressions

Campaign Total: 227M impressions (est.)

227M

impressions

Digital Brand Campaigns ….using authentic, immersive content

Digital Partnerships • Custom content (video, articles, immersive map/units)

• Custom content promotion (social, email and rich media banners)

• Native placements

• ROS video and display

Digital Brand Campaigns

Digital TV & Video

Social Influencers

UGC

Less display banner advertising

(more rich media units)

Across an Expanding US Social Media Footprint

1.3m

fans

67k

10k

44k

8.7m

views

320M Social Connections

Publicity- leveraging top tier media

€54M Publicity

EAV

Publicity – leveraging top tier media

• Incoming media trips

• Online media room

• E-zines

• Social media

• In-market events

Billy Condon

Vice President Marketing USA

Driving Conversion

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Co-operative Marketing with Airlines & Operators Maintain

investment

Driving Conversion: ‘Turning more Lookers into Bookers’

Target: 1.4m

Referrals

Dial up social sharing

Norwegian Co-Op - Belfast Tactical Campaign

Drive bookings

through

targeted

display and

social

Norwegian Co-Op - Belfast Brand Campaign

Metro Wrap:

NY & BOS

+11 million

gross

impressions

delivered

Full page

Metro

press advert

Local radio

coverage:

PVD & NY

Industry Engagement Opportunities

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Trade & Industry Engagement

JITI Sales Missions x 9

Houston

Atlanta

Tampa

Seattle

Chicago

Boston

San Jose (Silicon Valley)

Irvine, CA (Orange County)

Thousand Oaks, CA (San Fernando Valley)

Global Travel Marketplace

Las Vegas

Hollywood

ILTM Americas

Consumer

Milwaukee Irish Fest

Stone Mountain Highland Fest, Atlanta

Business Tourism

IMEX America, Las Vegas

Successful Meetings, New York

Incentive Live, Las Vegas

Global Incentive Summit, Costa Rica

MMI Networking, Washington DC

PCMA, Nashville & Cleveland

Golf

Orlando PGA Golf Show

Augusta US Masters

IAGTO, Oregon

Webinars –x 12

Fam Trips –x 4

Luxury, high

spend focus

Industry Opportunities - USA

Las Vegas NV (May)

Hollywood FL (Jul)

Webinars (12)

Monthly e-zine to 7500 contacts

3 levels of

investment

Houston/Atlanta/Tampa (Feb)

Boston/Chicago/Seattle (Apr)

SanJose/Thousand Oaks/Irvine,CA(Nov)

Stone Mountain Highland Games, Oct

Industry Opportunities - Canada

• Consumer Partnership Programme - 4 investment levels

• Webinar series

• Group Travel Sales Mission

• February: Kelowna, Vancouver, Victoria and Toronto

• September: Halifax, Ottawa and Montreal

• Trade Communications

Business Tourism Opportunities – USA & Canada

• PCMA, Nashville – Jan. Cleveland, Jun

• SMU International, New York – Feb

• Incentive Live, Las Vegas – Mar

• M&I Forum (The Americas) Montreal –Apr

• Meet In Ireland Networking Events (Assoc. Sector) –

Montreal, New York, Washington & Chicago - Jun

• IMEX, Las Vegas – Oct

• Business Tourism e-zines (Quarterly)

• Global Incentive Summit, Nov

• Incentive Works, Toronto – August

• Sales calls plus event, Toronto and area – May

Thank You

Q & A

Tourism Ireland Marketing Plans 2018