North America
North America contributed over 1.1M visitors to the island of Ireland in 2007, an increase of 2.5% on a strong performance in 2006. Visitors from the North American markets are particularly important because of their length of stay and higher spend profile. They continue to deliver a greater proportion of revenue than other markets, with spend in 2007 of €873M/£602M.
SPRING CAMPAIGN IN NORTH AMERICA
Ireland - Can you Afford Not to Go?
Newspaper Ad - example of one of the full colour newspaper ads placed in 8 DMA gateway cities in US – LA, San Francisco, Chicago, Boston, New York, Philadelphia, Atlanta, Washington DC. There are 2 different versions of the ad featuring 30 partner offers. The affordability print campaign ran in March and April.
Online Ad - example of tactical online ad – display ads are appearing on key travel, news and lifestyle sites such as nytimes.com, wpni.com, shermanstravel.com, virtualtourist.com, luxurylink.com, travelandleisure.com, fodors.com, concierge.com, epicurious.com. Ads are directing to custom partner landing pages. The campaign is running from March to end May.
Online Ad - example of partnership online ad featuring Sceptre Tour offer.
Discover Ireland's Wonderful West
Newspaper Ad - example of full colour newspaper ad placed in major DMAs in the US. Media used – Atlanta Journal, Boston Globe, Philadelphia Enquirer, NY Times, Chicago Tribune. The affordability newspaper campaign ran in April.
Online Ad - example of display ad appearing on key news, luxury travel and travel sites such as luxurylink.com, shermanstravel.com, nytimes.com. These ads are consistent with other components of campaign. Ads directing to a custom microsite – www.discoverireland.com/westcoast. The campaign is running from April to end May.
Online Ad - online ad featuring price offer. Ads directing to a custom microsite – www.discoverireland.com/westcoast. The campaign is running from April to end May.
Partner Programme
Air Transat Inflight Campaign
Golf & Luxury Initiatives
American Express Gold Direct Mail piece - example of full colour DM piece distributed to American Express gold cardholder database of 150,000.