Promoting the Giro d’Italia ‘Big Start’ overseas
Tourism Ireland teams in GB, Italy, US, Germany, France, Spain, the Netherlands, the Nordics and Australia have been busy promoting the Giro d’Italia 2014 Grande Partenza on the island of Ireland since last year.
Giro 2013 Promotional Roadshow
The Tourism Ireland team in Italy had a specially-branded promotional “caravan”, travelling through Italy with the Giro d’Italia 2013. This included a presence at the start and finish villages of each of the 21 stages of the race, where the team distributed brochures and lots of information about holidays on the island of Ireland.
Top Trade & Consumer Promotions
The Giro d’Italia in Ireland message is being widely promoted at all Tourism Ireland trade and consumer promotions. Almost 2.5 million potential holidaymakers and key influencers have been targeted through consumer shows such as Vakantiebeurs (the Netherlands), ITB and CMT in Germany and at BOBI and the Telegraph Activities and Outdoors Show in Britain.
The Giro was also highlighted at a trade and media launch before a Racing Metro rugby game in Paris, and at our ‘Jump into Ireland’ events in the US.
Promotion at The Tour of Britain
A comprehensive programme of promotions took place during The Tour of Britain 2013 cycle race. This included highly visible advertising along the race route, island of Ireland footage on the official race website, and an appearance by a stunt bike team at one of the final stages of the race to highlight the 2014 Grande Partenza.
Tourism Ireland partnered with The Guardian newspaper and online in GB, to promote the Giro 'Big Start' in Northern Ireland in a special double page spread which ran over the May bank holiday weekend. Journalist Andrew Pietrasik travelled to Northern Ireland in April 2014 as a guest of Tourism Ireland and the NITB to cycle some of the Giro d’Italia route from Belfast to the Antrim coast.
Click here to read the article online on theguardian.com
A full page feature also ran in The Telegraph on April 12 in GB, reaching more than 715,000 potential holidaymakers. The feature also ran online on telegraph.co.uk.
Click here to read the article online.
Tourism Ireland are also promoting the Giro 'Big Start' stages on the island of Ireland through joint competitions with key partners - for example, a competition and email with Bike Radar in Australia and cycling news via Europort will be seen by up to 2 million Australians.
Joint promotions with P&O Ferries, Expedia and Flybe also promote the Giro 'Big Start' message and access to the island of Ireland.
Advertising and Direct Mail in specialist media
More than 1 million Giro and sports enthusiasts saw Tourism Ireland’s online ads on the website of La Gazzetta dello Sport (largest sports newspaper in Italy) during the Giro d’Italia 2013. Full page ads also ran in a range of specialist cycling publications such as Bici Sport and Cicloturismo in Italy and RIDE Cycling in Australia. In addition, Cycling Clubs in Britain were encouraged to travel to the event itself as well as to consider the island of Ireland for cycling and other holidays.
A full page ad ran in the Metro on May 7th with a circulation of 1.35 million in London, Midlands, North West, Scotland, North East, Leeds, Sheffield, East Midlands, South West, Merseyside and South Wales.
Niche online display ads ran throughout April on popular cycling sites targeting potential holidaymakers in Great Britain.
An outdoor campaign runs across 100 prime locations in London from 7th - 11th May reaching 1.2 million potential holidaymakers.
Tourism Ireland has produced special local language consumer brochures on the Grande Partenza for distribution at consumer events across the world. These included the Gran Fondo in Italy (3 amateur cycling events) and the Telegraph Outdoor and Leisure Show in Britain, amongst others.
Channel 4 stable in Great Britain
In Great Britain, Tourism Ireland’s ‘Giro’ television ad airs on the UKTV network (including stations like Channel 4, Good Food and Dave). This is supported through a busy programme of social media, with posts on Facebook (almost 315,000 fans in GB alone) and Twitter (almost 19,000 followers in GB) and by email marketing with Giro messages to 370,000 people across GB.
Media – Official Route Launch
Tourism Ireland promoted the island of Ireland message to a mix of 800 media, sponsors, cycling teams and organisers at the launch of Giro d'Italia 2014 in Italy last year.
Briefings for international Media
Media briefings took place in markets across the world since the Giro D'Italia launch in Italy last year. Tourism Ireland publicity teams have briefed hundreds of media since the start of 2014 alone.
More than 96 top sports, lifestyle and travel media from a range of markets visited the island of Ireland this year in advance of the Giro ‘Big Start’ - to check out the route and the key sites along it.
Publicity remains a key part of our Giro D'Italia promotional activities, generating an estimated €2.7/£2.2 million worth of positive coverage to date, on cycling and the 'Big Start' on the island of Ireland.
In Spain, 1.4 million have seen two full page articles on the Giro in Northern Ireland in prestigious sports title AS. Click here
to see the online versions.
Over 22,000 media have received regular updates on the Giro since it was announced. Tourism Ireland developed a dedicated print and digital media kit which was distributed to journalists at the launch event in Milan and subsequently. Regular updates are presented on www.media.ireland.com and through direct contact with sports and lifestyle media.
Dedicated section on Ireland.com
With more than 13 million visitors in 2013, Tourism Ireland's consumer website www.ireland.com
features a dedicated multi-media Giro Grande Partenza section which incorporates video footage, imagery, itineraries and practical information. Pages are built to support the Giro legacy and to promote great road trips and cycling holidays. A homepage takeover on Ireland.com is planned from Thursday 8th - Sunday 11th to highlight the Giro.
Building on the major social media buzz around Giro d’Italia, Tourism Ireland will be targeting consumers who are already talking about the event with messages about holidays here.
Multiple social media posts have been targeted at Tourism Ireland’s 2.1 million fans on Facebook and 120,000 Twitter followers. In Italy, GB, Germany, US, The Netherlands and Spain, Tourism Ireland leveraged the huge interest in cycling and the massive media coverage around the Giro d’Italia through social media; targeting almost 500,000 Facebook fans, with a competition to raise awareness of the Grande Partenza route, offering the chance to win a fantastic trip to cycle along the route. The GB Facebook page was "pinked" from the 1st of May and this will continue throughout the race stages in Ireland.
Tourism Ireland’s consumer ezines have a reach of 2 million potential holidaymakers worldwide, and the Giro message is being promoted highlighting the range of excellent cycling and activitity options available on the island.
Promotion at the Taste of Texas
As part of Tourism Ireland's "Jump into Ireland" promotional roadshow in Texas in April, the Giro message was promoted to trade partners in Fort Worth, Houston and Austin. The 'Social Energiser' segment were targeted at the popular 'Taste of Texas' food show, with an event in the famous 'Mellow Johnny's' bike shop promoting the Giro "Big Start", and Northern Ireland.
Promotion with cycle clubs across Great Britain
Attractive posters were sent to more than 900 cycling clubs and cycle shops across GB promoting NI cycling routes and the Giro 'Big Start'.