Australia & Developing Markets

Tourism Ireland | Marketing Plans 2017 2

Aisling McDermott Marketing Manager Middle East & Asia

Sofia Hansson Marketing Manager Australia & New Zealand

James Kenny Marketing Manager China

3

Focus & Prioritise Segments with Greatest Growth Potential

AUSTRALIA N ZEALAND CHINA INDIA GCC

New South Wales

Victoria

Auckland Shanghai

Beijing

Guangzhou

Chengdu

Mumbai

New Delhi UAE

Culturally Curious

Social Energisers

70 / 30

Direct & B2B

Consumer Marketing

Digital

Trade

Publicity

Longer Avg Length of

Stay

13 – 26 Days

Culturally Curious

Target B2B opportunities in developing markets & exploit access opportunities from the

UAE

Trade

Publicity

Digital

Greatest Avg Spend

£1,000 - £2,500

2016

ADM 2016

Activity

Showreel

Tourism Ireland | Marketing Plans 2017 6

2016: Year of Growth & Achievements for ADM

BIVS British Irish Visa

Scheme

£517,000 Social Media EAV

85 million Social

Connections

3,200 Industry & Trade

Opportunities

£19 million Publicity EAV

+9% (NISRA Jan-June)

440,000 Visits to

Ireland.com

Tourism Ireland | Marketing Plans 2017 7

ADM: Digital Activity

Over 137,000 Third Party Referrals Over 85 million Social Connections

Tourism Ireland | Marketing Plans 2017 8

ADM: Publicity

Over £19 million Publicity EAV

Traveller Magazine China

£770k publicity EAV

Tourism Ireland | Marketing Plans 2017 9

ADM: Co-operative Marketing

Over 20 Co-Op Campaigns

Tourism Ireland | Marketing Plans 2017 10

China: Ireland through Virtual Reality

Virtual Reality experience online and in-store with

CYTS Beijing. Over 240,000 video views

Tourism Ireland | Marketing Plans 2017 11

ADM: UK Inbound

Explore GB 2016 Sponsorship Flavours of Ireland 2016

Discover Northern Ireland Galgorm

Manor

12

ADM: Trade & Industry Collaboration

Ireland Specialists

Sales Missions Trade Fams

Workshops Trade Shows

Media Fams

2017

Australia Review: Our Emphasis

Tourism Ireland | Marketing Plans 2017 14

Strategic Focus

Dream Phase

Tactical

Directed Research

BOOKING Itinerary Planning

Going Beyond basic awareness to inspire Highlighting access, Value, convenience

‘Early Bird’ Campaign Focus

Tourism Ireland | Marketing Plans 2017 15

On the ‘Edge of Europe’

Ideal start/end to a

European trip Culture with an edge Must do journeys

ActivityO

2016 N D

J

2017 F M A M J J A S

Print

Co-operative Marketing

Trade Communications

Digital - Reach Display,

Contextual Targeting, Social

Media

Publicity

Over 5 million readers

Over 23 millionimpressions

Tourism Ireland | Marketing Plans 2017 16

2017 Key Themes & Calendar of Activity for ADM

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Causeway Coastal Route

Game of Thrones

NI Food & Drink

The Gobbins

Titanic

BIVS

Golf

City Breaks

Outdoor Adventure

LGBT

Genealogy

Tourism Ireland | Marketing Plans 2017 17

How Can You Get Involved With ADM?

Sales Missions

Offers on ireland.com

eZines

Co-operative Marketing

B2B Shows

Country Clubs

Fam Trips (Media & Trade)

Publicity

Tourism Ireland | Marketing Plans 2017 18

How Can You Get Involved with ADM?

Understanding the Markets

Tourism Ireland | Marketing Plans 2017 19

Tourism Ireland Industry Opportunities Website

Tourism Ireland | Marketing Plans 2017 20

Australia & New Zealand Sales Mission 2016

Question &

Answers

Thank You