Marketing Plans 2019 CANADA & AUSTRALIA

Transcription

1 Marketing Plans 2019 CANADA & AUSTRALIA

2 Growth from Canada

3 Key drivers of growth +52% 13K+ o/w seats weekly +1

4 Building the Brand

5 Brand Communications 30M+ Impressions Shift Campaign Timing Programmatic Display Increase investment Content Amplification Expand Social UGC Focus Fall activity in ON Expand Partnerships w/ non Travel brands

6 Content partnership Article and video content amplification Ireland Destination Guide BBC.com and social channels

7 Advertising Campaign Mix Programmatic buy via travel and passion points content targeting Culturally Curious traveler Prioritizing video

8 Using Publicity to tell the Brand Story

9 Marilyn Denis Show in Ireland 1M+

10 Golf Campaign Broadcast Partnership Broadcast Sponsorship Custom Programming with Mark Zecchino GolfTalkCanada.ca TV Digital Radio

11 Strengthening our Social Footprint LIVE CONTENT UGC VIDEO INFLUENCERS Facebook -110K+ Twitter - 33K+ Strong increase in engagement & reach

12 Regional Growth

13 Promotion of NEW regional access Promotion of new regional access Toronto to Shannon via publicity and co-op.

14 Trade & Industry Monthly Trade Webinar & E-zine 10 Webinars in 2019! Sample themes Festivals Culinary Short Break itineraries Ancient Heritage Monthly content & product updates issued to industry partners Expand trade education program to feature lesserknown attractions and experiences. Galway Oyster Festival Get ready to take a bite out of Galway, with its world-famous oyster festival, an exciting food scene and a stunning coastal location...

15 Trade & Industry Familiarisation Trips April October Top-Selling Agents Group Producers

16 Renewed Focus on Affinity Group Travel 2019 Special Interest & Alumni Performing Bands & Choirs Faith Based Destination Weddings Knitting Chamber of Commerce

17 Season Extension

18 Co-operative Marketing with Airlines & Operators

19 Highlighting Festivals and key occasions via trade and consumer messaging Highlight shoulder season events and festivals (Tradfest; Theatre, Music and Food fests) and work with trade partners to promote travel around Halloween, Valentine s Day, New Year s Eve etc.

20 Drive Shorter trips from Ontario

21 Opportunities for Conversion

22 Consumer Partnership Programme Programmatic display on premium sites Inclusion of Facebook retargeting and Facebook posts on Discover Ireland CA Inclusion of offers in our s & on Ireland.com

23 Trade & Industry Best of Ireland Events February 4 th 8 th Vancouver, BC Calgary, AB Hamilton, ON Toronto, ON September 9 th 13 th Ottawa, ON Montreal, QC London, ON

24 Marketing Plans 2019 AUSTRALIA & New Zealand

25 Growth from Australia

26 One Stop Access Growth from ANZ to Dublin Double daily via Dubai and Abu Dhabi Qatar operates flights via Doha Cathay Pacific operates flights from Aus/NZ via Hong Kong Qantas operates direct flight from Perth to London 26

27 Building the Brand

28 Australia: Strategic Focus Ideal start/end to a European trip Promote unique journeys / regional highlights Early Bird Campaign focus Activity J F M A M J J A S O N D Digital Advertising / video - contextual and behavioural targeting Advertising - GOT Co-op Marketing Trade Communications Partnership Programme Digital native partnership (NZ) Content Marketing, Search, and Social engagement Publicity

29 Advertising Campaign Mix Content Seeding & Video Advertising Social Amplification Retargeting Native Partnership (NZ)

30 Advertising Campaign Mix Contextual targeting tailoring Ireland content to our audience passion points across consumer journey Prioritising video

31 Using Publicity to tell the Brand Story Fewer, Bigger, Better

32 Publicity Broadcast Highlights

33 Strengthening our Social Footprint VIDEO UGC INFLUENCERS

34

35 Social Footprint Growth in ANZ Facebook -66K+ Twitter - 17K+ Want to escape the city and go on a real adventure? Here s 3 reasons why you need to book a trip to Ireland to explore the Wild Atlantic Way. Strong increase in engagement & reach 3 reasons why you need to visit the Wild Atlantic Way Explore more of Ireland

36 New Zealand increased focus on Brand and Increasing Interest Integrated media/content partnership: - TV - Digital - Print - Social

37 Regional Growth

38 Trade & Industry Familiarisation Trips May September October Travel Agents / Sales Mission Fam Ireland Specialists Fam Airline collaboration

39 Trade & Industry Webinars & E-zine Specialist Programme Quarterly content & product updates issued to industry partners 5 Webinars in 2019! Expand trade education program to feature lesser-known attractions and experiences

40 Targeted Media visits Increase visits to lesser known regions

41 Season Extension

42 Co-operative Marketing with Airlines & Operators

43 Opportunities for Conversion

44 Consumer Partnership Program 2019 Programmatic display on premium sites Inclusion of Facebook retargeting and Facebook posts on Discover Ireland OZ Inclusion of Instagram advertising Inclusion of offers in our s & on Ireland.com 3 Levels Gold AUD $7,000 - Euro 4,500 Silver AUD $4,500 - Euro 2, Partners: Bronze AUD $2,000 - Euro 1,290 44

45 Industry Opportunities 45

46 Q & A