Marketing Plans 2020 Great Britain · Great Britain Marketing Plans 2020 ... & lifetime value...

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Great Britain Marketing Plans 2020 Julie Wakley and Judith Cassidy

Transcript of Marketing Plans 2020 Great Britain · Great Britain Marketing Plans 2020 ... & lifetime value...

Page 1: Marketing Plans 2020 Great Britain · Great Britain Marketing Plans 2020 ... & lifetime value Embrace a Giant Spirit Holiday maker revenue Q1 +34% Holiday makers Q1 +44% Market Context.

Great BritainMarketing Plans 2020

Julie Wakley and Judith Cassidy

Page 2: Marketing Plans 2020 Great Britain · Great Britain Marketing Plans 2020 ... & lifetime value Embrace a Giant Spirit Holiday maker revenue Q1 +34% Holiday makers Q1 +44% Market Context.

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

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Leverage iconic

momentsFill your heart with

IrelandShort breaks

Support

conversion

Key Activity

GB Strategy for Growth 2019 – 2025

Embrace a Giant Spirit

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Fill your heart with Ireland

TV CinemaCatch-up TV &

digital video Social Email

100mReach

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Support conversion

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Working with partners

24 campaigns

£1 million match funded

Targeting ‘repeat’

holidaymakers

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Short Breaks

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City Breaks campaign January – March 201915mReach

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#JustGoBelfast Winter City Break

Social Energisers

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#JustGo – Influencer Activity350k

Reach

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Leverage iconic moments

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Over

£2mEAV

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Game of Thrones 18mReach

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Taste the Island – launch event

Over 50 media, influencers & celebrities

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James Martin – with Paul Rankin

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Twinned destination GB & Derry~Londonderry

Donegal

Taste the Island

Additional focus for 2020…

Embrace a Giant SpiritGame of Thrones

Linen Mills

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Trade and Business Tourism

Celtic ConnectionsGB Coach & Group FAM Business Tourism Summer Event

World Travel Market – Embrace a Giant Spirit

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Partnership

Programme

Key

Themes

2020

GB

Strategy –

industry

workshops

How you can get involved

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Q&A

Tourism Ireland

Julie Wakley, Head of GB

Judith Cassidy, Deputy Head of GB

Etta Smylie, Publicity Manager

Amy Riddell, Scotland

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Thank you

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