Great Britain
Great Britain is the largest single source market for visitors to the island of Ireland. It provides almost 54% of visitors to the island of Ireland (48% of visitors to the South and 70% to Northern Ireland). In 2008, it delivered a total of €1.6bn/£1.12bn in overseas tourism revenue and 4.65 million visitors.
Touring, city breaks and countryside holidays are among the most common holiday choices – this makes the island of Ireland an ideal destination.
Tourism Ireland undertakes a wide range of promotional activities in the marketplace focusing on our best prospects who are known as sightseers and culture seekers. The key objective of our award winning and innovative campaigns in the GB market is to give the consumer plenty of reasons to visit, show how easy it is to get here by air and sea and what great offers are available and to emphasise that now is the time to travel.
Visits from Great Britain are year round, as with other markets, they peak in the months of July and August.
Click here for our
"Facts & Figures 2008" booklet which gives more information on visitors from the Great Britain market
Promotional Drive in Great Britain
Longer Holidays Advertising 2009
Examples taken from the Longer Holidays press advertising campaign in selected British National newspapers & Lifestyle magazines focusing on longer holidays on the island of Ireland and highlighting car touring, food and regionality.
Short Breaks 2009
This integrated campaign features online display, search, radio and press advertisements.
Radio:
Sample of radio ad featured in the Short Breaks campaign promoting short breaks in Ireland on selected GB National & Regional stations.
Press:
Sample of Short Breaks Press advertising campaign in selected GB National & Regional titles.
Spring Breaks Campaign
This is an integrated on and off-line campaign promoting Spring Breaks in Ireland.
Offline:
Some sample of the cold communication that went out w/c 23rd March to a total reach of 4.9 million in 3 separate pieces; doordrops, media inserts and a DM piece.
Online:
Digital components of integrated Direct Marketing activity to promote Spring Breaks to Ireland.
Tactical Offers Inserts:
Savings that bring Ireland even closer: Sample media insert that appeared in selected British national press titles highlighting partner offers and encouraging consumers to visit Ireland in Spring.
Trade Partnership Activity
Range of co-operative initiatives with GB Tour Operators promoting 2009 programmes and packages to encourage early booking. Activities include brochures, offers, ezines, direct marketing and advertising.
Business Tourism
Comprehensive campaign featuring banners and buttons on key consumer & industry sites with tactical banners driving traffic direct to
www.irelandinspires.co.uk/offers
Consumer ezines
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Examples of some monthly ezines sent to enquirers on the Tourism Ireland GB database. The ezines are tailored to suit the interests and preferences of the recipient.
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Enjoy the great outdoors
Equestrian
Equestrian Advertorials:
These double page advertorials appeared in Horse & Hound and Horse Magazines and featured tactical equestrian offers. Regions and activities featured in these advertorials included Trail Riding in the West of Ireland, Galway, Clare, Kerry - Residential Riding in Ireland, Offaly, Tipperary, Limerick, Kilkenny, Wicklow - Horse Drawn Caravanning in Mayo, Wicklow, Galway and the Dublin Horse Show.
Angling
Game Angling Advertorials:
4 page advertorial feature in The Field Magazine showcasing Salmon fishing in Mayo & Sligo and A1 size Lough Corrib, Co. Galway poster pullout in Trout & Salmon Magazine.
Coarse Angling Advertorials:
Numerous initiatives undertaken to promote coarse angling in Ireland including 4 “Double Page Spread” advertorials in Anglers Mail Magazine featuring Ballyconnell, Co. Cavan, A Reader Reply Card was inserted in to the April 21 issue of Anglers Mail to gather contact information, Sponsorship of 12 Angling Times advertorials, Sponsorship of Double Page Spread editorial feature showcasing the Coarse Angling Festivals of Ireland in Match Fishing magazine.
Walking
Walking Advertorials:
Series of Walking Advertorials within a variety of consumer lifestyle magazines - double page advertorial in WALK Magazine (Ramblers Association) Spring Edition featuring the looped walks of Ireland, two loops featured: Glen of Aherlow and Sheeps Head, plus 7 walking offers and brochure request information.
Independent Magazine – Double page advertorial featuring the looped walks of Ireland, two loops featured: Clare Glens Loop and Carron Loop Walk, plus 7 walking offers and brochure request information.
Northern Ireland
Some examples of Northern Ireland activity in the market and how Tourism Ireland Great Britain are responding to the current environment with tactical offers, co-operative marketing initiatives, online and offline promotions and other market responsive initiatives.
