Marketing Activities in Australia
Australia accounted for 132,000 visitors in 2011, staying an average of 6-8 nights. A third of Australian holidaymakers arrived in the off‐peak season in 2011.
Our challenge is to continue to convince even greater numbers of Australian people that “now” is the time to visit the island of Ireland, given the vast array of destinations available to them.
We use a variety of marketing communications tools to convey our message, including cooperative advertising with retail and carrier partners; innovative eMarketing using blogs and viral opportunities; extensive PR/publicity campaigns year-round; direct marketing using both online and more traditional methods; intensive promotional activity at travel and lifestyle exhibitions, fairs and events. We also work with non-traditional partners such as well-known consumer brands and food companies.