EUROPEMarketing Plans 2019

Meet Team Europe:

8 offices, 12 markets, 45 team members

Europe Visitors to Northern Ireland 2014 - 2018

Visitors 2014 2017 % change2014 - 2017

Mainland Europe 264,933 362,037 37%France 48,252 62,076 29%Germany 58,904 66,180 12%Netherlands 18,159 29,168 61%Italy 21,197 24,401 15%Spain 31,976 46,095 44%

Bednights

000s

2014 2017 % change2014-2017

Mainland Europe 1,856 2,364 27%

Expenditure

£ Millions

2014 2017 % change2014-2017

Mainland Europe 71.5 102.4 43%

• 1 USA +16%

• 2 Germany +7%

• 3 England +8%

• 4 France +13%

• 5 Italy +70%

• 6 Auz/NZ +6%

• 7 Holland +39%

• 8 Other Europe +17%

• 9 Spain -7%

• 10 Canada +28%

Visit Derry – continues to grow international appeal

Access into Northern Ireland

Summer 18 Winter 18/19

NI Access Summer ‘18

Seats p/w 32,981

% change +19%

IOI Access Summer ‘18

Seats p/w 278,345

% change +8%

New routes from

Naples, Venice

and Valencia via

easyJet, all twice

weekly

Ferry access

Weekly pax direct from

Continental Europe = 17,100

NI Access Winter ’18/19

Seats p/w 13,067

% change +8%

IOI Access Winter ’18/19

Seats p/w 173,378

% change +10%

Building the BrandTelling the Northern Ireland story

Strategic Direction

Messages that fit with the

Culturally

Curiousaudience

Interestdrives engagement towards

Planning

Maximise Golf

storyThroughout 2019

Game of ThronesYear long activation

New brand “Fill your heart with Ireland” launches January ‘19

GOBBINS

FINN LOUGH

DERRY

TITANIC BELFAST

URBAN BELFAST

DEVENISH ISLAND

Spring ‘19 shoot

• Cinema launch Germany & France Dec ‘18

• Broadcast and digital multi channel campaigns

Germany & France Jan – Mar ‘19

• BeNe to launch TV/Digital campaign with KRAS /Tui Jan ‘19

• Italy + Spain launch digital brand campaigns Q1/Q2

New brand “Fill your heart with Ireland” launches January ‘19

Inspire, using Ireland’s passion points

Views & Landscape

Built Heritage

Food & DrinkLiving Culture

TV & MoviesSoft Adventure

Publicity - EAV £26,900,000: YTD Achieved

Belfast City Breaks

Plans for 2019The 148th Open, Game of Thrones, Slow Road, Belfast Short Breaks

Use Golf messaging to tell the N Ireland story

• Communicate the fantastic scenery and

welcome of NI across all markets

• Look for testimonials

from leading golfers

• Digital consumer campaigns

• Brand partnerships e.g. Svensk golf, Dansk golf

Game of Thrones – build the buzz throughout 2019

• TI Global digital campaign Apr-Jun ‘19

• HBO España partnership

• GOT influencer boxes (ES/IT)

• Nordics influencer campaign

• Completed tapestry on show in Ulster Museum

• Logitravel Spain Q1 digital campaign

• Atrapalo to promote Barcelona → Belfast Q1

• Italy lifestyle bloggers campaign

• BeNe q1 Belfast short breaks

• BeNe KLM campaign Q4

• Nordics One Break Two Cities: Belfast & Dublin – Autumn 2019

Short breaks Belfast and Northern Ireland

The Slow Road along the Causeway Coast returns Sept ‘19!

• 6 week campaign May – June 2018

• Promotion via digital, social engagement and PR

• £90k investment across all European markets

• New map developed to feature Belfast & Derry Londonderry as gateways

• Soft adventure focus for Derry/Londonderry

Opportunities for Conversion

Work with us in Europe in 2019

Work with us to grow your business

• Join with us on our digital campaigns

• Consumer fairs and trade workshops

• Take part in our in-market events

• Golf bundles and bundles with GOT attractions

• Help us with our Facebook and Instagram stories

• Provide us with special offers for:

- our Ezine mailings

- our website

BeNe & Italy – Gold, Silver and Bronze digital packages for 2019

Gold2 ezine

features

2 ezine

offers

2 FB

posts

2 Tweets 2

Instagram

posts

2

Trade

inserts

Offer on

HP - 1

month

£441

.nl

Silver1 ezine

feature

1 ezine

offer

1 FB post 1 Tweet 1

Instagram

post

1

Trade

insert

Offer on

HP - 1

month

£270

Bronze1 ezine

offer

1 FB post 1

Trade

insert£112

Europe In-Market Opportunities 2019

January Germany CMT Stuttgart

Denmark Copenhagen Trade Workshop

March (tbc) BeNe Visit Belfast showcase

Germany ITB Berlin

April France Groups Workshop Paris

September BeNe Ierland Day BeNe

France IFTM Paris

October Germany Offenbach Trade Workshop

Italy TTG Trade Show Rimini

November France Luxury Workshop

All year All markets Sales missions, airport networking

All year DE/FR Business tourism

Dec Jan Feb March April May June July August Sept Oct Nov

Co-op Carriers, Trade, OTAs

Distribution & brochure

Business Tourism / Trade Activities

Slow Road Causeway Coast

Activities Calendar 2019

Publicity / PR/ TV programming

TVES/IT brand

campaigns

Fermanagh: Italy

Game of Thrones campaign GOT NI Showcase

Golf activity Golf breaks

Paid content seeding

NE brand partnership campaigns Derry Halloween

Weekly Ezines

Facebook and Instagram stories

Cinema

Belfast short breaksBelfast short breaks

Co-op Carriers, Trade, OTAs

Thank you