Marketing Plans 2019 CANADA & AUSTRALIA
Growth from Canada
Key drivers of growth +52% 13K+ o/w seats weekly +1
Building the Brand
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
Content partnership Article and video content amplification Ireland Destination Guide BBC.com and social channels
Advertising Campaign Mix Programmatic buy via travel and passion points content targeting Culturally Curious traveler Prioritizing video
Using Publicity to tell the Brand Story
Marilyn Denis Show in Ireland 1M+
Golf Campaign Broadcast Partnership Broadcast Sponsorship Custom Programming with Mark Zecchino GolfTalkCanada.ca TV Digital Radio
Strengthening our Social Footprint LIVE CONTENT UGC VIDEO INFLUENCERS Facebook -110K+ Twitter - 33K+ Strong increase in engagement & reach
Regional Growth
Promotion of NEW regional access Promotion of new regional access Toronto to Shannon via publicity and co-op.
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...
Trade & Industry Familiarisation Trips April October Top-Selling Agents Group Producers
Renewed Focus on Affinity Group Travel 2019 Special Interest & Alumni Performing Bands & Choirs Faith Based Destination Weddings Knitting Chamber of Commerce
Season Extension
Co-operative Marketing with Airlines & Operators
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.
Drive Shorter trips from Ontario
Opportunities for Conversion
Consumer Partnership Programme Programmatic display on premium sites Inclusion of Facebook retargeting and Facebook posts on Discover Ireland CA Inclusion of offers in our emails & on Ireland.com
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
Marketing Plans 2019 AUSTRALIA & New Zealand
Growth from Australia
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
Building the Brand
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
Advertising Campaign Mix Content Seeding & Video Advertising Social Amplification Retargeting Native Partnership (NZ)
Advertising Campaign Mix Contextual targeting tailoring Ireland content to our audience passion points across consumer journey Prioritising video
Using Publicity to tell the Brand Story Fewer, Bigger, Better
Publicity Broadcast Highlights
Strengthening our Social Footprint VIDEO UGC INFLUENCERS
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
New Zealand increased focus on Brand and Increasing Interest Integrated media/content partnership: - TV - Digital - Print - Social
Regional Growth
Trade & Industry Familiarisation Trips May September October Travel Agents / Sales Mission Fam Ireland Specialists Fam Airline collaboration
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
Targeted Media visits Increase visits to lesser known regions
Season Extension
Co-operative Marketing with Airlines & Operators
Opportunities for Conversion
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 emails & on Ireland.com 3 Levels Gold AUD $7,000 - Euro 4,500 Silver AUD $4,500 - Euro 2,900 2018 Partners: Bronze AUD $2,000 - Euro 1,290 44
Industry Opportunities www.tourismirelandindustryopportunities.com 45
Q & A