Tourism Ireland Marketing Plans 2018 North America
Alison Metcalfe Head of North America Tourism Ireland
Value of the North American Market USA 2 nd largest source market 67% are holidaymakers Long stay High spend Regional and seasonal dispersion opportunities Heavy users of paid premium accommodation & visitor services Increasing contribution to holidaymaker revenue and bednights
Geographical Breakdown - US Visitors to island of Ireland MIDWEST 17% NEW ENGLAND 8% MID ATLANTIC 27% WEST 26% SOUTH 22% Sources: Failte Ireland Survey of Travellers (SOT) orthern Ireland Passenger Survey (NIPS) TNI / NISRA
Sizzle reel
Market Performance & Outlook
Holidaymaker Performance 2013-2016 USA Canada Holidaymakers +60% +80% Holiday Revenue +71% +200%
Air Access 62K o/w weekly seats 21 Gateways +4%YOY
Looking ahead to 2018 The Planning Context US MARKET REVIEW 2018-2021 PATH TO PURCHASE RESEARCH Underpin 2018 Business Plan
Understanding the Consumer Journey is key to unlocking growth potential Inspiration Triggers Visceral sensory experience Authentic connection with people and culture. Distinctive/world class Conversion Choice Booking
Strategic Priorities INCREASE BRAND INVESTMENT STRENGTHEN BRAND SALIENCE & STANDOUT UNDERSTAND Path to Purchase GROW SEASONALITY & REGIONALITY VALUE FOR MONEY
A reminder of who we are targeting Investment ratio: 75% Investment ratio: 25%
Building the Brand Delivering Standout
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
2018 Digital Campaign Summary 227M impressions Culturally Curious Social Energizers Tactical Impressions: 60MM Impressions: 35MM Impressions: 132MM Brand Campaign: 95M impressions Tactical: 132M impressions Campaign Total: 227M impressions (est.)
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 320M Social Connections 1.3m fans 8.7m views 10k 44k 67k
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
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 Local radio coverage: PVD & NY Metro Wrap: NY & BOS +11 million gross impressions delivered Full page Metro press advert
Industry Engagement Opportunities
Trade & Industry Engagement Luxury, high spend focus 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
Industry Opportunities - USA Houston/Atlanta/Tampa (Feb) Boston/Chicago/Seattle (Apr) SanJose/Thousand Oaks/Irvine,CA(Nov) Las Vegas NV (May) Hollywood FL (Jul) 3 levels of investment Monthly e-zine to 7500 contacts Stone Mountain Highland Games, Oct Webinars (12)
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
Tourism Ireland Marketing Plans 2018 Thank You Q & A