Marketing Plans

Shane ClarkeDirector of Corporate Services, Policy & Northern Ireland

#TI2020

Joan O’ShaughnessyChairman

Niall GibbonsChief Executive

Highlights video

Industry Feedback

Great Britain +13%

US +6%

Canada +17%

China +16%

France +10%

+6%Jan-Oct 2019

Great Britain 23%

N America 19%

M Europe 7%

Rest of World 6%72%Jan-Sept 2019

Hotel Occupancy

+6.7%+11%

Overseas Visitors Hotel Sales

+31%75kChinese passengers

Giant’s

Causeway 950kVisitors

78.6% Overseas

Jan-Oct 2019

£570m +2%

2019 Forecast Northern Ireland

Overseas Revenue

65,000 Jobs

Overseas Visitors

2.265m +2%

Strategy for growth

2020 Targets Northern Ireland

Economic slow-down

Brexit

Competitiveness

Air access

Trade wars

Overseas Visitors

2.34m +3%

Overseas Revenue

£589m +3%

Overseas Visitors

2.556m +13%

Overseas Revenue

€658m +15%

2022 Targets Island of Ireland

WTM NI-ESAGS video

Embrace a Giant Spirit - 2020

Stockholm

London

Toronto

GlasgowCopenhagen

Milan

Madrid

Vancouver

Boston Marseille

Houston

Chicago

Berlin

Sarasota

Dallas

Paris

Brisbane

Melbourne

Sydney

Auckland

Shanghai

New York

Nantes

Mumbai

New DehliDubai

Abu Dhabi

Boston

New York

PhiladelphiaReach

1m+

Barcelona

Chengdu

Guangzhou

Beijing

Mineapolis

DenverSeattle

Phoenix

Los Angeles

Spreading the success

Twinning partnerships

Armagh &

The Mournes

Derry~Londonderry

Fermanagh

Lakelands

Causeway

Coastal Route

France

United States

Great Britain

Germany

Spreading the success

Slow Road campaign

85,400 web visits 2019

28,500 referrals 2019

Q22020

Overseas publicityEAV

£113m

Season Extension

City breaks campaigns

Q1 & Q4

Reach

15m(GB)

Year-round Festivals

Home of St Patrick

Festival

Leveraging the legacy £2m+EAV

Darren Clarke Sky Sports video

18m+ impressions 1.6m+ views January 2020 Irish Open 2021

Leveraging the legacy

Capitalising on Game of Thrones

Building on ‘Game of Thrones Territory’

Glass of Thrones

Reach

29m

Week 1: City Hall Week 2: Waterfront Hall Week 3: Lagan Weir

Week 4: SSE Arena Week 5: SS Nomadic Week 6: Titanic Studios

Game of Thrones

Game of Thrones Tapestry

Bayeux video

Capitalising on Game of Thrones

Opening autumn 2020

1.5mVisits

Who are we targeting

Diaspora

Culturally Curious

Social Energisers

Luxury

Golf

LGBTI+

Soft Adventure

Transforming our digital marketing

Right Message

Right Time

Right Channel

Personalised messaging

Redevelop

Ireland.com

2020Views

23m+(2019)

Referrals

Opportunities for you

Opportunitiesoverseas

Global Greening

10Green Tuesday

March 202024 25 26 27 28 29 1

2 3 4 5 6 7 8

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Colaboration logos video

Overseas Visitors

2.556m +13%

Overseas Revenue

€658m +15%

2022 Targets Island of Ireland

SustainableBusinesses

Marketing

effectiveness

John McGrillenCEO,

Tourism Northern Ireland

Niall GibbonsChief Executive

Katy BestCommercial & Marketing Director

Belfast City Airport

Howard HastingsMD, Hastings Hotels Group

Joanne StuartCEO, Northern Ireland

Tourism Alliance

Moderator:

Mark Simpson, Broadcaster

Shane ClarkeDirector of Corporate Services, Policy & Northern Ireland

Thank You