North America
North America is one of the most important markets for travel to the island of Ireland. It can deliver up to
1 million visitors a year and up to €731/£489 million in revenue. The market accounts for around 12% of total visitors to the island of Ireland, for around 20% of all overseas tourism revenue, and is distinguished by both the average length of stay of North American visitors and the likelihood that they will tour extensively around the island.
Below are some headlines from the 2010 North American Spring sales & marketing campaign. Scroll down for highlights and further details.
- ‘Back in the USA’ 9-City Sales Blitz has kicked off with a programme of B2B events including sales calls, trade and consumer promotions and media networking.
- Over 130 million US consumers will see Tourism Ireland advertising this year on radio,
in newspapers and magazines and on key websites.
- More than 60 million US consumers will receive targeted messages including value offers from Tourism Ireland direct marketing activities.
- 700,000 partner offers booklets will be distributed through consumer and trade travel magazines, trade and consumer shows and enquiries to our call centre.
- A special West Coast campaign is promoting great value offers through advertising, direct marketing, promotions and publicity in partnership with carriers and tour operators.
- 120,000 “Golf & More” supplements will be distributed with Global Traveler magazine and 7,000 golf pros will also get the "Golfing and More in Ireland" message.
- Business Tourism activity includes a series of direct marketing initiatives, industry shows and events; targeting key associations, association management companies and Business Tourism media contacts.
- Publicity - €30M/£24M worth of positive media coverage, in equivalent advertising value, will be generated this year in US print, online and broadcast media coverage.
- Promotional ‘Team Ireland’ - Tourism Ireland and Industry is mounting a strong presence at a wide range of travel, lifestyle and special interest fairs including the Philadelphia Flower Show, Toronto Blooms, PGA Merchandise Show and Boston Globe Travel Show with many other opportunities to come in the second half of 2010.
North American Spring 2010 Sales & Marketing Campaigns
Ireland, island of 100,000 welcomes. At very friendly prices.
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Print Ads:
This campaign will reach 12 million readers in a range of US publications including top magazines like the New Yorker, National Geographic, Saveur, Budget Travel, Shermans Travel and The Atlantic featuring value offers from partners and the message is also reflected online and on radio.
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Radio Ads:
These ads will reach 120 million US radio listeners, helping to bring the real island of Ireland holiday experience to life and emphasising the value message. They will play in the Boston, New York, Chicago, Philadelphia and Los Angeles areas.
(Please note: You will need real player to hear the ad)
Online advertising:
Here are some examples of our online advertising with the message: ‘Starting from $...There’s an Irish Vacation for everyone. Find yours at discoverireland.com’. These will run on a mix of travel, news, lifestyle, golf and content related sites.
Co-operative Advertising with Carriers:
Here are some examples of our co-operative advertising campaigns with key airlines.
These ads are running in key publications, online, on display boards and in airports.
Direct Marketing:
Online Direct Marketing will reach 62 million US consumers with partner offers and value messages. There will also be a traditional print version of the campaign focusing on travel for spring and summer.
Partner Programme:
700,000 partner offers booklets will be distributed through consumer and travel trade magazines, trade and consumer workshops and exhibitions and enquiries to our call centre this year.
Trade & Consumer Promotions:
A busy programme of Trade and Consumer promotions is under way in key states and gateway areas. Shows covered to date include the PGA Merchandise Show, the Boston Globe Travel Show and the Philadelphia Flower Show. A full list of promotions in the US is available at www.tourismireland.com/industryopportunities
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| Group shot at Tourism Ireland trade booth at the 2010 Philadelphia Flower Show. |
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Pictured at the 2010 Philadelphia Flower Show are Alison Metcalfe, Tourism Ireland; Dara Colleary TD, Minster of State at the Department of Enterprise, Trade & Employment; Miriam Young, Irish Hotels Federation; and Francis Brennan, Park Hotel Kenmare. |
‘Back in the USA’ 9-city Sales Blitz:
Our ‘Back in the USA’ 9-city sales blitz will cover Boston, New York, Chicago, Atlanta, Dallas, Houston, Tampa, Orlando as well as the west coast. These include opportunities to undertake targeted sales calls, engage with airline call centre teams, meet key travel trade and media contacts. Highlights include the “Flavor of Ireland” shows – which help bring the island of Ireland holiday experience to life for top performing retail travel agents, carriers and media through presentations, food and music.
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| Pictured at the ‘Experience a Flavor of Ireland’ business-to-business event in New York are Mary Gleeson, Gleeson’s Townhouse & Restaurant; Dara Colleary TD, Minster of State at the Department of Enterprise, Trade & Employment; Colman Andrews - author of ‘The Country Cooking of Ireland’; and Niall Gibbons, Chief Executive of Tourism Ireland. |
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Pictured at the ‘Experience a Flavor of Ireland’ business-to-business event in Chicago are (l-r) singer Moya Doherty of Clannad; Dara Colleary TD, Minster of State at the Department of Enterprise, Trade & Employment; Mary Frances Fagan, American Airlines; and Niall Gibbons, Chief Executive of Tourism Ireland. |
Ireland’s West Campaign
Radio Advertising
A campaign reaching 55 million consumers kicks off in the run up to St Patrick’s Day to drive business to the West Coast regions from key gateways of New York and Boston.
Online
The campaign also runs online with a reach of up to 30 million delivering value messages.
Direct Marketing
Direct Marketing for the Ireland’s West campaign will involve well-known, third party travel subscriber databases.
Publicity
A series of group and individual media press trips and sponsorship opportunities will ensure major media outlets include Ireland's West Coast on broadcast and editorial hot lists in 2010.
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Golf is one of the island of Ireland major product strengths. We have many of the world’s top links and parkland courses. Our programme to promote golf in the US this year includes increased direct marketing to known enthusiasts; pre-Solheim Cup marketing activity; expanded golf partnership programmes and an intensified publicity programme.
120,000 “Golf & More” supplements will be distributed with Global Traveler magazine, while 7,000 golf pros at the PGA Show also heard the "Golfing and More in Ireland" message this year.
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The Toronto Star Golf & Travel Show, the largest consumer golf show in North America.
Business Tourism
A programme of promotions to Incentive Travel and Association Conference sectors is under way, as well as strategic partnerships with professional bodies. Campaign highlights include direct marketing and advertising, event sponsorship and increased familiarisation trips to the island of Ireland in co-operation with Destination Management Companies.
Publicity
This year, Tourism Ireland will invite more than 250 US media to visit the island of Ireland to enable them to write/broadcast about it with greater enthusiasm and authority. Our publicity programme in the US will generate coverage worth more than €30M/£24M in equivalent advertising values.
Radio – National Public Radio, with an audience reach of 25 million, will broadcast a four-hour programme highlighting the festivals of Ireland with onsite interviews from the Cork Jazz festival.
Sponsorship and Events
TV – Tourism Ireland has sponsored a new two-part documentary which will broadcast on 350 Public Broadcast Stations nationwide. Hosted by Grammy Award winner, Maire Brennan (Clannad), it tells the story of Irish music, focusing on our greatest musical exports, their influence on America and the global music stage. Tourism Ireland is implementing a marketing programme to capitalise on business emanating from the airing of the documentary.
St Patrick's Day Parade – Tourism Ireland will be a top sponsor of the NBC broadcast of the St Patrick’s Day Parade in New York. This includes a number of on-air promotional spots, billboards, tune-ins and in-programme exposure.
Culture – Tourism Ireland will also sponsor several high profile cultural events and performances including Celtic Woman US Spring tour of 79 Cities; Celtic Thunder Fall US Tours; Comhaltas Ceolteórí Éireann tour; Craic Theatre Festival with Gabriel Byrne; and Origin Theatre Festival.
Food – campaigns to promote island of Ireland food and eating out will include Rachel Allen (Ballymaloe), Noel McMeel (Lough Erne Golf Resort), Kevin Dundon (Dunbrody House) and others.
Exhibitions – the ‘Titanic Made in Belfast’ exhibition will take place in Grand Central Station, New York in June.
