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Ireland Marketing Plan 2012
1. COMPETING TO WIN
Tourism Ireland
CONTENTS
CONTENT
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MARKETING PLAN
Tourism Ireland Marketing Plan 2012
2012
2. CONTENTS
06
NI 2012
07
Great Britain
08
North America
10
Mainland Europe
12
Australia and Developing Markets
14
Our Market Offices Worldwide
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05
A Compelling New Communications Campaign
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Strategy for Growth
CONTENTS
03
Outlook for 2012
Tourism Ireland Marketing Plan 2012
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Competing to Win 2012 and Beyond
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3. COMPETING TO WIN 2012 AND BEYOND
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2011 has marked a welcome return to growth for visitors to the island of Ireland. Visitor numbers are
forecast to reach 7.4 million for the year, a +7% increase on 2010. This is good news for all of us in
the tourism industry and aligns us with our collective goal of welcoming over 9 million visitors to the
island by 2015, exceeding the record year of 2007.
2012 is about competing to win. We are rolling out an extensive marketing plan to capitalise on the
strong interest in the island of Ireland in all of our markets. Working with our industry partners we will
convert that interest to actual travel by promoting the distinctiveness of the destination, the great value
available and the ease of getting here.
We will roll out a new communications campaign which captures the essence of a holiday here and
plays to our strengths – iconic experiences and warm, friendly people. We will also launch a new
website to enhance communications with potential holidaymakers across the world and help us to
harness the power of social media even more effectively.
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2012 will be an exciting year for all of us on the island of Ireland. The extensive programme of NI 2012
events will offer a golden opportunity to showcase Northern Ireland in a new way while, in the second
half of the year, we will promote ‘The Gathering’ 2013 along with the 70 million people across the
world who claim ancestral links with the island.
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There has never been a more important time for all of us to work together to increase visitor
numbers and maximise the contribution of tourism to the economies on the island.
CONTENTS
Niall Gibbons
Chief Executive Officer
Tourism Ireland
Tourism Ireland Marketing Plan 2012
4. OUTLOOK FOR 2012
The past three years have been some of the most difficult experienced by the tourism sector on the island
of Ireland, with global economic and environmental crises contributing to significant downturns in visitor
numbers and revenue. While conditions remain challenging, 2011 appears to mark a turning point with a
return to growth for visitors to the island of Ireland.
The latest data estimates that the island of Ireland will receive 7.4 million visitors in 2011. This exceeds the
upper end of Tourism Ireland’s Corporate Plan 2011-2013 target range and represents a +7% increase in
visitors over the 2010 outturn.
P.04
This return to growth has been underpinned by the somewhat improved global economic climate and the
relative stabilisation of access to the island of Ireland as well as the impact of Tourism Ireland’s focused
marketing campaigns.
Our target for 2012 will see the island of Ireland receiving 7.8 million visitors during the year. This will represent
growth in overall visitor numbers of +5.5% over 2011 and will generate revenues of e3.7/£3.2 billion.
Overseas Visitors to the island of Ireland
CONTENTS
2010
Actual
Tourism Ireland Marketing Plan 2012
2011
Forecast
7.8 m visitors
7.4 m visitors
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6.9 m visitors
+7% +5.5%
2012
Target
While the overall outlook for tourism remains positive, recent global economic
upheaval is casting a shadow on performance into 2012. Furthermore,
competition between destinations is continuing to intensify with downward
pressure on prices being a strong feature of the market.
The key trend is that people are continuing to travel but are taking shorter
trips, staying closer to home and being careful with their money, as value for
money remains an important consideration when making holiday plans. We
believe that the island of Ireland has never been better positioned to take
advantage of this trend.
5. Targeting Our
Best Prospects
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STRATEGY FOR
GROWTH
Tourism Ireland has identified
6 strategic areas which
underpin our activities and
support a continuous growth
in overseas visitors to the
island of Ireland in 2012.
Tourism Ireland will mainly focus on consumers that are interested in sight seeing
and experiencing local culture. In certain markets we will target repeat visitors
and those who engage in outdoor activities. The business tourism and golf sector
also offer great opportunities in 2012. We will continue to review our best prospects
next year to ensure we are targeting the right consumers. Our marketing investment
in 2012 will remain focused on our four key source markets - Great Britain, the
United States, Germany and France which contribute nearly three quarters of all
visitors to the island of Ireland.
Communicating
a New Brand
Positioning
A new positioning for the Tourism Ireland Brand has been developed with a view
to strengthening our competitive differentiation and increasing the vibrancy
associated with a holiday here. The new positioning is focused on making us a more
compelling holiday destination that consumers will want to visit now rather than
someday in the future.
Marketing to
the Consumer
A new suite of integrated, interactive and engaging communications has
been designed for deployment around the world in 2012. The new campaign will
highlight the island of Ireland’s distinctiveness through compelling communications
showcasing our iconic experiences to achieve maximum reach and impact in our
target markets. Consumers will be able to access information and purchase the full
range of holiday products on the island of Ireland through all key distribution channels.
We will harness the power of word of mouth and increase the island of Ireland’s
presence across all online and key social media channels.
NI 2012 offers us a golden opportunity to create stand-out, increase consumer interest
levels and position Northern Ireland as a ‘must see’ destination next year and beyond.
On top of our proposed spend an additional £4.7/€5.4m from the Department of
Enterprise, Trade and Investment (DETI) will enable us to increase the depth and
breadth of our activity to ensure that premium growth in revenue, visitor and
promotable numbers to Northern Ireland is delivered during the special year of 2012.
• A Compelling New
Communications Campaign
• NI 2012
Increasing Sales
Opportunities
We will increase the number of platforms on offer to industry and trade
partners in our overseas markets to help ‘close the sale’ with potential visitors. Our
co-operative campaigns will continue to highlight the great value that a holiday on
the island of Ireland has to offer.
Growing Access
We will increase our regional marketing approach and ensure it is aligned with
existing access. We will work co-operatively with carriers to retain strategically
important routes and develop new direct air and sea access.
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Key Highlights for 2012
Delivering for
Northern Ireland
Tourism Ireland Marketing Plan 2012
6. A COMPELLING NEW
COMMUNICATIONS CAMPAIGN
In 2012 Tourism Ireland will roll out a new communications campaign across 22 markets overseas that is
designed to say something new and distinctive about our island.
Research tells us that if the island of Ireland is to continue to regain market share and grow visitor numbers into the
future, we need to offer potential holidaymakers a more compelling reason to choose the island of Ireland.
Research also shows that overseas consumers feel their daily lives lack a sense of wonder and joy and that when
it comes to choosing a holiday destination, they look for an authentic, stimulating experience that will leave them
feeling replenished and uplifted.
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The island of Ireland is very well placed to deliver this type of holiday experience. The sheer diversity of the
iconic experiences on offer to visitors along with the engaging and welcoming nature of our people serve to
immerse visitors in a holiday here. Their holiday experience is all the richer for that immersion and we know from
research with departing visitors that an island of Ireland holiday can be fun, uplifting and joyful.
The campaign tagline “Jump into Ireland” provides a positive and assertive call to action. It conveys a sense of
playfulness and reflects the immersive nature of a holiday here.
The New Tourism Ireland Brand Strategy
Consumer Need
To feel a sense of
wonder in life and to
replenish my sense
of joy
Positioning
Holiday Want
An authentic, stimulating
holiday experience
What Ireland Delivers
Benefit
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Feel a sense
of uplifting joy
An immersive experience
through the diversity of
our iconic experiences
and the engagement with
our welcoming people
Ireland is the island of
unique character and
characters
PRINT
Our new campaign will be shown on TV in Great Britain, France and Germany; in cinema in Great Britain
and the US; in print in the US, Spain and Italy; on outdoor in Great Britain and online in every other market
in which Tourism Ireland has a presence.
CONTENTS
The material is designed to highlight a dozen of the leading iconic experiences we have to offer visitors from
the Ring of Kerry to the Giants Causeway, from literary Dublin to Titanic Belfast, and from the Cliffs of Moher
to our warm pubs and welcoming castles. The campaign will reach over 60 million consumers in 2012
alone and will evolve continuously over the coming years.
Tourism Ireland Marketing Plan 2012
7. P.07
NI 2012
With an additional budget of £4.7/€5.4m Tourism Ireland will ensure the impact of, and the buzz generated
by NI 2012 is fully understood and exploited. Strong imagery and content will be created and integrated into
all of our campaigns to take advantage of this opportunity to invite tourists from around the globe to visit
Northern Ireland.
With its wide range of major events, celebrations and commemorations, NI 2012 offers a unique opportunity
to change perceptions and confidently put Northern Ireland on the global tourism map. It’s the year when
Northern Ireland can take centre stage with new, iconic visitor attractions, unprecedented events and historic
anniversaries.
Among the major events planned is the Titanic Belfast Festival 2012. Belfast City Council, along with
partners Northern Ireland Tourist Board (NITB) and Titanic Belfast, is hosting a fusion of international-scale
events to mark the centenary of Titanic’s maiden voyage.
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In June, Derry-Londonderry will attract significant international media coverage by hosting a World Peace Day
concert. The ‘Land of Giants’ concert later that month will present a unique tale to an audience of 20,000
on Belfast’s newest events space, the Titanic Slipways.
PRINT
A four day maritime festival will take place in Derry-Londonderry in early July to celebrate the arrival of the
Clipper Round the World Yacht Race fleet.
CONTENTS
We invite NITB and the industry to work with us in our markets in this unique year to help change perceptions
of Northern Ireland for the better to underpin long-term tourism growth.
Tourism Ireland Marketing Plan 2012
8. GREAT BRITAIN OUR ACTIVITIES
Targeting Our
Best Prospects
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Our campaign will communicate the island
of Ireland as a holiday destination in which
people can imagine themselves having a
distinctive experience from a holiday in
Great Britain and therefore worth making
the effort to visit.
We will communicate and promote the
‘valued experiences’ that consumers can
enjoy as well as creating a strong value for
money proposition for the island of Ireland
that challenges and overcomes current
value perceptions.
An additional £3.8/€4.4m from DETI has
been allocated to GB next year to boost our
NI 2012 marketing campaign.
• Focus on consumers who are primarily interested in sight seeing and
experiencing local culture as these people have a greater propensity to travel
to the island of Ireland
• Target repeat leisure and business tourism visitors
• Ensure we continue to target our best prospects with the completion of a
segmentation review in 2012
Communicating
a New Brand
Positioning
• Build brand equity through a new advertising campaign that delivers a compelling
consumer proposition
• Continue to counter negative perceptions of value across all appropriate
channels
• Promote ritual iconic experiences to differentiate the island of Ireland as a
destination
Marketing to
the Consumer
• Launch the new brand creative proposition across all media in early January
• Integrate social media into all consumer activities and continue to develop a
word-of-mouth strategy
• Strengthen our Customer Engagement Marketing (CEM) programme to drive
consumers to the active planning stage. We will proactively seek new, compelling
stories and angles to bring the unique island of Ireland experience to life
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• Build on the success of the St Patrick’s period with high profile ‘greenings’ and
PR stunts across Great Britain
PRINT
• Maximise integration of business and sports tourism with leisure marketing
activities
CONTENTS
• Undertake direct mail campaigns targeted at business travellers
• Capitalise on London’s hosting of the Olympics in the areas of corporate sponsors,
media presence and displaced Londoners
Tourism Ireland Marketing Plan 2012
MORE ACTIVITIES
9. GREAT BRITAIN OUR ACTIVITIES
Delivering for
Northern Ireland
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• Differentiate Northern Ireland through the promotion of NI 2012 across all
marketing channels and deliver an impactful publicity campaign to highlight all
the events in Northern Ireland next year
• Exploit Northern Ireland opportunities in Scotland and other relevant regions of GB
• Promote Belfast and Derry-Londonderry city breaks
• Develop an Ambassadors Programme using existing links with high profile
personalities to endorse the Northern Ireland brand
• Further develop the business tourism strategy to showcase Belfast and
Northern Ireland as a leading business tourism destination
• Ensure a year round Northern Ireland golf presence, using the ‘Home of
Champions’ tagline
Increasing Sales
Opportunities
• Develop a tiered approach to offer a wider range of opportunities for industry
and trade
• Increase the number of partner opportunities available in both direct mail and
online activity
• Undertake trade and industry roadshows in GB building on the success of these
activities in 2011
PRINT
EXIT
• Undertake regular communications to further enhance our relationships with
industry and the Market Partnership Group
CONTENTS
Growing Access
• Continue to work co-operatively with air and sea carriers, air and ferry ports to
expand our network and to drive demand on our strategically important
routes
• Ensure the timing of co-operative marketing programmes with air and sea
carriers is aligned with our core marketing campaigns for greater impact
Tourism Ireland Marketing Plan 2012
10. NORTH AMERICA OUR ACTIVITIES
P.10
Our target is to reach the ‘magic million’
visitors from North America in 2012
and we will achieve this by hammering
home the message that the island
of Ireland is a superb, worthwhile
vacation destination which should be
experienced now.
We will roll out a dynamic, distinctive
and engaging communications
campaign reminding those consumers
who are already international
holidaymakers what they are missing
out on, thereby creating a sense of
urgency to visit the island of Ireland.
Targeting Our
Best Prospects
• Target international holidaymakers who are interested in sightseeing and
culture and who already have the island of Ireland in their ‘consideration set’ to
visit in 2012
• Develop travel from key business tourism and golf niches
• Exploit the Irish Diaspora and Scots-Irish (Ulster-Scots) opportunities
Communicating
a New Brand
Positioning
• Communicate the distinctiveness of the island of Ireland as a holiday
destination
• Anchor our message around experiences most relevant to our best prospects
• Feature affordability, good value and convenience of access themes in all
messaging
Marketing to
the Consumer
• Maximise the impact of the new advertising campaign through a carefully
selected online and offline channel mix commencing in the first quarter of
the year
• Use digital and broadcast channels as a key part of the US media mix in 2012,
with digital channels the focus in Canada
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• Harness high visitor satisfaction levels to generate word of mouth
PRINT
• Pilot an industry-led promotional programme and a publicity campaign
using on-location clips of visitors at key ritual iconic experiences
CONTENTS
• Use media opportunities to create a buzz about the island of Ireland as a
distinctive, fun, engaging and spontaneous destination
• Utilise PR opportunities to highlight distinctive and newsworthy events
including NI 2012, St Patrick’s Week, Titanic Centenary and festivals throughout the
island of Ireland
Tourism Ireland Marketing Plan 2012
MORE ACTIVITIES
11. NORTH AMERICA OUR ACTIVITIES
Delivering for
Northern Ireland
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• Leverage the potential of NI 2012 by putting it at the heart of campaigns and
promotions
• Promote distinctive iconic experiences that differentiate Northern Ireland
• Exploit the success of our major golf champions as Northern Ireland destination
and golf ambassadors
• Engage with Scots-Irish (Ulster-Scots) through tailored promotions and publicity
activities
• Encourage travel to Northern Ireland in 2013 for the World Police and Fire
Games by targeting Police and Fire Federations in 2012
• Emphasise the ease of getting to Northern Ireland on direct and indirect services
Increasing Sales
Opportunities
• Work co-operatively with partners to deliver value messages
• Expand the participation base of the Consumer Marketing Partnership
programme
• Increase use of new technology to deliver more low cost, real time B2B platforms
EXIT
• Extend Flavours of Ireland promotion to Canada
PRINT
Growing Access
• Target decision-makers in key airlines which serve the island of Ireland to
encourage further route development
CONTENTS
• Actively seek to increase co-operative marketing campaigns with all airlines
to the island of Ireland, placing special emphasis on promoting the shoulder and
low seasons
Tourism Ireland Marketing Plan 2012
12. MAINLAND EUROPE OUR ACTIVITIES
P.12
We will promote the island of
Ireland as a happening, ownable and
talkable destination to consumers in
Mainland Europe. Those consumers
motivated by a holiday involving sight
seeing and local culture will remain
our core target.
We will revitalise our relationship
with the trade to inspire a consistent,
proactive approach to selling the
island of Ireland and we will increase
the number of sales blitzes in key
markets.
Targeting Our
Best Prospects
• Focus on consumers who are interested in sight seeing and who wish to
experience local culture. We will also be targeting consumers who engage in
outdoor activities while on holidays
• Target previous visitors who have been to the island of Ireland
• Build market share in the crucial ‘English as a Foreign Language’ (EFL) markets of
Southern Europe
Communicating
a New Brand
Positioning
• Ensure a strong value message to help ‘close the sale’ and address
perceptions around affordability
Marketing to
the Consumer
• Launch the new brand positioning to consumers with TV advertising in
France and Germany, and with strong digital and on line brand campaigns
across all markets
• Raise the profile of the island of Ireland as a happening, ownable and
talkable destination
• Integrate publicity across all marketing activities to maximise and
lengthen the impact of advertising campaigns
EXIT
• Expand ‘greening’ activities for St Patrick’s Day in key European cities
PRINT
• Actively pitch the island of Ireland as a location for TV programmes
and series
CONTENTS
• Build social media activities to increase engagement and word of mouth
• Undertake regional communication campaigns to enhance the impact
of trade activation, roadshows and sales blitzes
Tourism Ireland Marketing Plan 2012
MORE ACTIVITIES
13. MAINLAND EUROPE OUR ACTIVITIES
P.13
Delivering for
Northern Ireland
• Undertake dedicated Northern Ireland campaigns which position the region as a
‘must visit’ destination by highlighting NI 2012, Titanic Belfast and the Northern
Ireland Signature Projects
• Deliver Northern Ireland standout through inspiring campaign creative
• Promote golf tourism to Northern Ireland using the high profile of the region’s major
golf winners
• Target Police and Fire Federations to encourage travel to Northern Ireland in 2013 for
the World Police and Fire Games
Increasing Sales
Opportunities
• Include non-traditional partners such as Guinness, Jameson, Bushmills and
Kerrygold in our Brand Ireland marketing activities
• Use the Industry Opportunities website and Sales Connect programme to
encourage greater industry participation in platforms such as roadshows and sales blitzes
• Create additional platforms to promote business tourism
EXIT
• Increase Online Travel Agency (OTA) activities especially for shoulder and off season
periods
PRINT
Growing Access
• Lobby and make the case for increased direct access from Europe to Northern
Ireland and the regions in Ireland
CONTENTS
• Working closely with partners to create a launch plan of activities around any
new routes
• Continue to promote existing routes through year long series of co-operative
campaigns with carrier partners
Tourism Ireland Marketing Plan 2012
14. AUSTRALIA & DEVELOPING MARKETS
OUR ACTIVITIES
P.14
We will create and deliver an outstanding
communications plan for 2012, effectively
localising the global message to suit
our key target segments and ensuring
maximum exposure for the launch of the
new brand positioning in Australia and
New Zealand.
We will also maximise the benefits of the
new Visa Waiver Initiative and capitalise
on Olympic 2012 opportunities to attract
visitors from developing markets.
• Target the DINKs (Double Income No Kids) segment in Australia who are
interested in sightseeing and local culture
• Maximise the potential amongst the Irish-Australian community
• Target high-spending Indian, Chinese and Middle East visitors who can avail of
the new Visa Waiver Initiative in Ireland
Communicating
a New Brand
Positioning
• Use the new brand positioning to create a sense of urgency to visit the island
of Ireland as a ‘must see’ destination
Marketing to
the Consumer
• Use online and social media during the first and second quarter as key
channels to communicate and engage with consumers
• Ensure the new brand campaign in Australia has a strong tactical
component while in Developing Markets’ the focus is to raise
awareness and interest in the island of Ireland
• Maximise PR opportunities including St Patrick’s Day promotions and the
Bollywood film release in summer 2012
• Pursue opportunities for visiting VIPs to the island of Ireland to generate
publicity in their home markets
• Pursue more joint marketing opportunities with Visit Britain and ensure the
island of Ireland is programmed with Great Britain on travel itineraries
CONTENTS
EXIT
• Extend the reach of the St Patrick’s Day ‘greening’ of iconic buildings
PRINT
We will work with market trade to highlight
ease of access under the visa initiative
and exploit opportunities created by the
introduction of new routes.
Targeting Our
Best Prospects
Tourism Ireland Marketing Plan 2012
MORE ACTIVITIES
15. AUSTRALIA & DEVELOPING MARKETS
OUR ACTIVITIES
P.15
Delivering for
Northern Ireland
• Capitalise on NI 2012 events as a fresh hook for consumers in Australia and
New Zealand
• Create a strong word of mouth strategy with a focus on key events
happening in 2012
• Create a social media strategy and develop a Facebook app
• Organise a Titanic launch trade event in Australia and work with travel
partners to push Titanic and Northern Ireland related products
Increasing Sales
Opportunities
• Maintain and where possible increase the membership of the Country Clubs
• Develop an Australia Country Club, thereby maximising participation in the
November Workshops
• Recruit 10 trade partners to attend the Destination Britain and Ireland
promotion in Thailand
EXIT
• Continue to develop and promote the Shamrock Agents programmes
Growing Access
• Exploit opportunities with gateway airlines Eithad and Emirates
PRINT
• Work with longhaul carriers to encourage indirect access via their
European hubs
CONTENTS
• Actively seek out co-operative opportunities with access carriers
Tourism Ireland Marketing Plan 2012
16. TOURISM IRELAND
OUR OFFICES
Coleraine
Dublin
Beresford House, 2 Beresford Road,
5th Floor, Bishop’s Square
Coleraine, Northern Ireland, BT52 1GE.
Redmond’s Hill, Dublin 2, Ireland
T: +44 2870 359200
T: +353 1 476 3400
F: +44 2870 326932
F: +353 1 476 3666
For contact details for all our worldwide offices please visit
www.tourismireland.com
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CANADA
EUROPE
EUROPE
U.S.A.
CHINA
UNITED ARAB
EMIRATES
JAPAN
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INDIA
PRINT
SOUTH
AFRICA
AUSTRALIA
CONTENTS
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NEW
ZEALAND
Tourism Ireland Marketing Plan 2012