Europe

Tourism Ireland Marketing Plans 2018

Finola O’Mahony

Head of Europe

11th December 2017

EUROPE: 8 offices, 12 markets, 42 team members

‘000

2013 2014 2015 2016 % Change

2013 V 2016

Mainland Europe 243 265 311 358 47%

Germany 51 59 65 69 35%

France 43 48 57 62 44%

Spain 26 32 36 42 62%

Italy 19 21 22 27 42%

Netherlands 14 18 23 30 114%

Other Europe 91 86 109 128 40%

Europe Visitors to Northern Ireland 2013-2017

Revenue £ ‘000

2013 2014 2016 % Change

2014 V 2016

Mainland Europe N/A 72 93 +29%

N Ireland

Jan-June 17

Visitors

157,000 (+13%)

Northern Ireland Access from Europe

Amsterdam

Paris Nice

Barcelona

Bordeaux

Milan

Amsterdam Paris

Nice

Bordeaux

Reykjavik

Lyon

Reykjavik Reykjavik

Naples

Amsterdam

Paris

Barcelona

Bordeaux

Reykjavik

Lyon

Nice

Amsterdam

Paris

Barcelona

Bordeaux

Reykjavik

Lyon

Nice

Milan

Belfast Access Summer ‘18 est.

Capacity p/w 7,347

% change +2%

2014 2017 2018 est.

IOI Access Summer ‘18 est.

Capacity p/w 144,000

% change +6%

Significant

increase in

ferry capacity

for 2018

Europe Market Environment

5

73% Europeans

visit regions

NI Sterling economy

144K airline seats per

week +6%

European

visitors to IOI

Brexit uncertainty

Competition : Scotland & other NE

Exchange rates

Mediterranean destinations returning to

growth

40% travel in low season

Capacity

Euroland economy

Europe: 2018 Strategy

Harness the

potential of

Northern Ireland

Prioritise the

Culturally

Curious

Generate active

interest using cut-

through

creative

Optimise media

channel

investment

Strengthen

brand & carrier

partnerships

Focus on

regional growth

& season

extension

Prioritise the

Culturally Curious

Culturally Curious x2+ more likely to visit

40mn+ European CC who like what Ireland offers

2018 Priority - increase the reach of our communications via

Advertising Brand Partnerships Publicity

Generate active

interest with cut-

through creative

Passive interest Active Consideration Inertia

Disruptor

New broadcast & digital

Creative Edits to

activate interest

“Ireland’s Welcome”

Use music as a

travel motivator

Use brand

partnerships to

expand reach

Continue to create depth of

interest through Causeway

Coastal Route, Belfast,

Ldn’Derry

Target consumers

through influencers via

their passions, incl Golf

Use powerful screen

tourism assets to promote

regional experiences

Exciting launch news from

TNI; trade launch

H2 2018,

consumer

launch 2019

Communicate the warm Irish welcome

Via digital & social engagement, and PR

Optimise

media

channel

investment

141K

clicks to

NI

industry 1.3mn

Facebook

fans

NI publicity:

Jan – Sept 17:

Eav: £22mn

1.4mn

website

visits to

NI pages

Strengthen

brand &

carrier

partnerships

Work with airlines & airports to

promote routes into Belfast

Communicate easy reach from

Dublin to Northern Ireland

Strengthen

brand &

carrier

partnerships

Working with Partners

Partner

Investment

Jan - Sept: £750K

95 partners for NI

coop activities

Lonely Planet : Best in Travel 2018

IT

@LaCuochina

@Smaracuja

DE

@Reistips

NL

FRA

@JePapote

Focus on regional

growth & season

extension

4.7mn impressions

38K click to ireland.com

Game of Thrones Tapestry Season VII

13

Global campaign • 77m Bayeaux-style tapestry

• Tells the Game of Thrones story from Season I – VII

• Tapestry can be visited in the Ulster Museum

• Social media drove traffic to Game of Thrones web app on ireland.com

• 58,000 visitors have been to the GOT Tapestry Exhibition by end Nov.

Social reach: 2.5 million

PR reach: 4.8 million

EAV: £182,000

Results for Europe

Focus on regional

growth & season

extension

Pan-European campaign with Easy Voyage / TNI

May / June 2017

2.5 MILLION GLOBAL REACH OVER

6 WEEKS

• 80 industry offers featured

• 12,000 referrals to NI industry

• 160K clicks to NI content

• 90K visits to NI landing pages

• High dwell time of 4mins

4 experience clusters on the Causeway Coast

Focus on regional

growth & season

extension

Working with Partners: Trade Events & Business Tourism

15

Industry Opps

Jan - Sept:

1,750

Get involved with our 2018 plans

• Join with us on our digital campaigns

• Tell us your stories and share your pictures

• Offer competition prizes in return for exposure

• Take part in our in-market events

• Host media visits & fam trips

• Provide us with special offers for:

• airline co-op campaigns

• our Ezines

• our website

www.tourismirelandindustryopportunities.com

Europe In-Market opportunities 2018

January CMT Stuttgart, Germany

February Ireland Workshop, Copenhagen, Nordics

March ITB Berlin: Trade & Consumer Show

Paris & regional sales blitzes

September Ierland Workshop, Netherlands

IFTM Trade Fair, Top Resa, Paris

October Offenbach Trade Workshop, Germany

TTG, Rimini, Italy

2018 Calendar of activities

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

41% of European visitors book in the

first 4 months of the year

43% of European visitors take their

main holidays in the summer

The average European takes 3 holidays a year

Opportunity to extend the season!

CMT

SPD/

Greening

Co-op Carriers, Trade, OTAs

TV / online video

Distribution & brochure

ITB

Business Tourism / Trade Activities

Online video

Co-op Carriers, Trade, OTAs

Rimini

workshop

Nordics

workshop IFTM

Autumn campaigns

Publicity / PR/ TV programming

Content marketing & Social Media activity

Paris &

regional

sales

blitzes

Ierland

Workshop,

BeNe TI & TNI digital

coop

campaigns Offenbach,

Frankfurt

Meitheal /

MTB

THANK

YOU

Q&A