Our autumn 2011 marketing campaign is in full swing across the world, targeting millions of potential holidaymakers and capitalising on late booking trends, and on the many festivals and events that take place all over the island at this time of year.
Tourism Ireland's summer 2011 golf promotional campaign is running in key markets overseas to capitalise on the huge additional opportunity sparked by Rory McIlroy’s great win at Congressional. The new campaign builds on an already busy schedule of year-round golf promotions.
Highlights from the visits of Queen Elizabeth II & President Obama
Our packed programme of St Patrick’s promotions reached up to 250 million potential visitors around the world this year.
The Spring 2011 campaign is the most intensive and targeted campaign ever mounted by Tourism Ireland. It concentrates on the top four markets which account for three-quarters of overseas business – Britain, US, France and Germany. Value for money and strong brand messages dominate our advertising and marketing. Our promotions are aimed at people living around US gateway cities and hubs in Britain and Europe with direct access to Irish air and sea ports.
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
Photos from Tourism Ireland's week-long promotion "Experience Northern Ireland, Titanic & More", which is taking place in the Vanderbilt Hall at Grand Central Station, where millions of New Yorkers have an opportunity to see it.
