This €20/£18 million marketing push is designed to win business for the summer and beyond - strong ‘value’ messages and compelling reasons to visit are at the heart of this marketing drive. It represents a concerted effort by Tourism Ireland and hundreds of industry partners who have come up with great value offers to get us ‘stand-out’ in the competitive markets of Great Britain, North America and Mainland Europe.
Our Autumn Campaign has kicked off in overseas markets, promoting great things to see and do and great value industry offers to millions of would-be holidaymakers.
Research had shown the need to animate ‘the character and characters’ of the island of Ireland, in order to stand out from other destinations. The new global TV advertisements are designed to convey a sense of fun and spontaneity and instil the message that there is more to Ireland than just what can be found in a guidebook and some of the most wonderful things can only be stumbled on by chance!
The new press ads have been created through a technique using computer-generated imagery based on real photography, to create novel infinity maps, which is a first for a tourism agency worldwide. These maps show multiple images or “icons” from around the island of Ireland offering the potential visitor many compelling reasons to visit. These ads form a superb platform to promote the many attractions and things to do on the island of Ireland. The maps play with the reader’s sense of perspective and convey texture, depth, topography; they depict icons such as landmarks, iconic attractions, castles, activities and scenery, combining historic, cultural and more contemporary aspects of the island of Ireland holiday experience.
Radio is a very effective medium through which to bring compelling messages about holidays on the island of Ireland to targeted listener groups. Selection of stations and programmes can ensure we reach our best prospects at their most receptive.
We invite industry partners on the island of Ireland and in the markets to work with us through the medium of radio.
Throughout the year, Tourism Ireland participates in over 180 trade and consumer promotions in key markets for travel to the island of Ireland.
These promotion activities include exhibitions, and trade and consumer fairs, and all provide excellent opportunities for the Irish industry to meet face-to-face with the overseas trade, consumers and travel media, in order to sell their products and services.
Consumer promotions mainly consist of lifestyle, holiday and special interest fairs, however, Tourism Ireland also hosts ‘Ireland Days’ in several of our key markets.
To find out more about the Promotional Calendar for 2009,
click here to search our Marketing Opportunities Overseas database, which lists out the activities by Market Area.
Direct Marketing, on and off line, is a highly successful and cost-effective way to bring attractive holiday messages and travel offers to the attention of selected audiences overseas who have a proven capacity to respond. Tourism Ireland invites industry suppliers to partner with us in a variety of Direct Marketing campaigns, in many markets, throughout the year.
Tourism Ireland, in conjunction with Fáilte Ireland and the Northern Ireland Tourist Board, operates an extensive publicity programme in all of our overseas markets.
Tourism Ireland has always strived to be at the cutting edge of eMarketing and we now invest almost 25% of our total marketing budget online. We maintain 41 websites in 19 languages covering every continent
