Marketing Plans 2019 EUROPE - Tourism Ireland€¦ · Visitors 2014 2017 % change 2014 - 2017...
Transcript of Marketing Plans 2019 EUROPE - Tourism Ireland€¦ · Visitors 2014 2017 % change 2014 - 2017...
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
posts
2
Trade
inserts
Offer on
HP - 1
month
£441
.nl
Silver1 ezine
feature
1 ezine
offer
1 FB post 1 Tweet 1
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