helen mcdaid fáilte ireland dublin programme team · 2016-10-05 · see dublin, the world's...
TRANSCRIPT
Helen McDaidFáilte IrelandDublin Programme Team
The Overseas Holidaymaker
to Dublin
by 2020: 6m Visitors
€2.2bn Revenue 27,000 additional Jobs
Perception:
Dublin lacks distinction and feels one dimensional
The Vision
Position Dublin in a way that makes it sustainably attractive versus our
competitive set
Our Challenge
“Dublin living thrives side by side with the natural outdoors so you can
constantly jump between completely
unique, different and
often unexpected experiences”
3 Key Strategic Pillars 2016-2020
1. Enhance Trade Capability
2. Develop & Enhance Visitor Experiences
3. Establish & Improve Awareness of Brand Dublin
Pillar 1 Enhance Trade
Capability
INDUSTRY ENGAGEMENT PROGRAMME
Pillar 2Develop &
Enhance Visitor Experiences
Working in Clusters
Dublin Discovery Trails
Visitor Access
Pillar 3 Establish & Improve Awareness of Brand
Dublin
» Public/Private Funding Model €1.6m
» GB focused – Manchester, Liverpool, Glasgow, Edinburgh & Birmingham
» Encourage short breaks to November – February
» To build Dublin in a distinctive way encapsulating what to see and do
2016 Dublin Campaign
Digital Out of Home Media (Billboard)
Radio OTA Partnership
National Print
Social (Facebook)
Media Plan
Thank You