France
Monica MacLaverty
Manager, France & Southern Europe
Tourism Ireland | Marketing Plans 2017
2
Performance 2016
+6% 530K +30K
2016 est.
Visitors est.
•
•
4th consecutive Record Year
6th Year of consecutive Growth
* CSO stats Jan – Sept. 2016
V’s 2015
French travel trends
Jan
Febr
March
40% of French book
in the 1st 3 months
of the year.
8% will have already
booked in the
previous year!
April
May
June
July
August
64% of French travel
between April & August.
Sept
Oct
Nov
Dec
36% are repeat visitors
Average length of stay
7.2 nights
Access to Ireland: 2017
Aer Lingus
10 cities
Transavia
Ryanair
Orly / Dublin
9 cities
• 29K seats
• 25 airports
• 29 routes
Paris (EI)
Cork
Nantes
Shannon
(Go Voyages = 11
cities in Summer)
La Rochelle
2016 Ferry Access:
300K
Strategic Approach 2017
Focus
resources
Target our
best
prospects
Brand
Consumer
Engagement
Make
Ireland
Compelling
Telling
Stories
Collaboration
Working
with
partners
Focus Resources
Culturally Curious – 40+
• Explore culture & heritage
• Backdrop of stunning scenery
Great Escapers – All age groups
• Travel as a couple or family
• Disappear to countryside, feel destressed & refreshed,
time with loved ones.
Social Energisers – under 40
• Travel with friends or partner
• Explore cities and discover what’s new,
off the beaten-track
Target our
best
prospects
Priorities for 2017 - FOCUS
FOCUS ON SEGMENTS
FOCUS ON WINNING THEMES
Island of Ireland brand
Culturally Curious
Coast
Great Escapers
Living Historical
Stories
Social Energisers
City Breaks
FOCUS ON WINNING
CHANNELS
CONSUMERS
• TV & Digital
• OTAs
• Publicity
• Social Media
TRADE & BT
• Shoe leather
• IFTM
• Fam. Trips
• Sales Blitzes
Island of Ireland ad - Brand Ad.
• 2016: TV reach 16M
• February - April
Make Ireland Compelling - Publicity
– Focus on Reach – TV to build on strong interest in Ireland
– Social Media & Bloggers
– Nimble and Always On – integrated approach across all channels
Make Ireland Compelling - Publicity
Total Reach
106M
EAV €15M
Telling Stories – Consumer Engagement
1.6m Visitors
425K 3rd Party
referrals
180K fans
2nd strongest
12Ksocial
Followers
media
destination
180K e-mail opt-ins
Collaboration – working with Partners
Co-operative campaigns to stimulate conversions – Book Now!
•
Tactical video ads with transport partners to dovetail with TV ads.
•
Metro station advertisements in Paris March / April
•
Radio campaigns
•
Print campaigns
Collaboration - Creating platforms
•
•
•
•
•
Airport Workshops
IFTM trade fair
BT & Groups Sales Blitzes
BT & Trade e-zines
Fam trips & workshops
Winter
Jan
Spring
Feb
Mar
Apr
Summer
May
Juin
Juil
Autumn
Aug
Sep
Oct
Winter
Nov
Dec
ON-GOING Media Trips and PR events (books, films, travelogues, surprises)
St Patrick’s
Greenings
6 Nations
IrelandFrance in
Dublin
Northern
Lights
TV / Digital
Brand & Retargeting
campaign
Halloween
NW200 –
motorbike
racing
in NI
GOT
Season 7
Women’s
Rugby World
Cup in
Dublin/
Belfast
Tactical and Co-op campaigns
Northern
Lights
TBEX Intl
Bloggers
Convention
@ Killarney
Star Wars
release
Tactical and Co-op campaigns
OTA campaign
OTA campaign
ON-GOING Consumer Engagement activities (Social Media, Content Marketing, e-CRM, ireland.com)
Search Marketing
On-Going B2B comms activity & trade education
BT
workshop
+ Pure BT
Show
SelectTour
eLearning
Pgm
launch
Group
workshop
Meitheal
(Dublin) +
Meet the
Buyers (NI)
Regional airport workshops
IFTM
BT Sales
Blitzes
Luxury
workshop
Fam Trips
IOI
eLearning
pgm launch
Fam Trips
Dedicated eMailing
180k active contacts
- €1,200 -
How can you
get involved?
Insert in
Special Offers eZine
180k active contacts
- €250 -
Insert in
weekly eZine
180k active contacts
- €250 -
Digital Pack
eZine B2C
eZine B2B
Social Media x2
€500
Offers on Ireland.com
1.4M+ visits per year
- FREE -
Have you a Story to
tell?
For Brand story
- FREE -
PR eZine and Press
Release
For PR story
- FREE -
B2B Trade Show
IFTM Top Résa in Sept.
2017
- €2,600 -
B2C Social Media posts
1 xFacebook 178k
1x Twitter 12k
€150
Competition
Sponsorship
Express your interest!
- Give-away cost -
Co-operative tactical
campaigns
- From €3,000 -
INDUSTRY
OPPORTUNITIES
FRANCE…
YouTube channel
For Brand Video
- FREE -
PR Social media
Twitter 1.2k
For PR Story
- FREE -
B2B Trade comms &
media partnerships
Insert in
Specialist Angling
eZine
- €100 -
B2B In-market
platforms
For MICE
PR Media visits
Press Trips
- FREE -
PR Events
- FREE -
B2B In-market
platforms
For Attractions, Accom,
Regions & DMCs
www.tourismirelandindustryopportunities.com
2016 Highlights
Thank You