Marketing Plans 2020 Great Britain · Great Britain Marketing Plans 2020 ... & lifetime value...
Transcript of Marketing Plans 2020 Great Britain · Great Britain Marketing Plans 2020 ... & lifetime value...
Great BritainMarketing Plans 2020
Julie Wakley and Judith Cassidy
Ongoing uncertainty
GBBooking
later /
Spend less
Less short breaks -
outside UK
Good access
GB Review & lifetime
value
Embrace a Giant Spirit
Holiday maker
revenue Q1 +34%
Holiday makers Q1
+44%
Market Context
Leverage iconic
momentsFill your heart with
IrelandShort breaks
Support
conversion
Key Activity
GB Strategy for Growth 2019 – 2025
Embrace a Giant Spirit
Fill your heart with Ireland
TV CinemaCatch-up TV &
digital video Social Email
100mReach
Support conversion
Working with partners
24 campaigns
£1 million match funded
Targeting ‘repeat’
holidaymakers
Short Breaks
City Breaks campaign January – March 201915mReach
#JustGoBelfast Winter City Break
Social Energisers
#JustGo – Influencer Activity350k
Reach
Leverage iconic moments
Over
£2mEAV
Game of Thrones 18mReach
Taste the Island – launch event
Over 50 media, influencers & celebrities
James Martin – with Paul Rankin
Twinned destination GB & Derry~Londonderry
Donegal
Taste the Island
Additional focus for 2020…
Embrace a Giant SpiritGame of Thrones
Linen Mills
Trade and Business Tourism
Celtic ConnectionsGB Coach & Group FAM Business Tourism Summer Event
World Travel Market – Embrace a Giant Spirit
Partnership
Programme
Key
Themes
2020
GB
Strategy –
industry
workshops
How you can get involved
Q&A
Tourism Ireland
Julie Wakley, Head of GB
Judith Cassidy, Deputy Head of GB
Etta Smylie, Publicity Manager
Amy Riddell, Scotland
Thank you
To change background image…