Central Marketing Division
The Strategy Development & Insights department, based at our Dublin office, helps shape Tourism Ireland’s strategic direction and carries out research and analysis on market trends and consumer behaviour in markets across the world. The insights gained are used to identify the “best prospects” for travel to the island of Ireland. This information is also shared with the tourism agencies and the industry to inform both Tourism Ireland and industry marketing efforts overseas. The department also monitors and evaluates overseas consumer response to marketing activity as well as the performance of overseas tourism to the island of Ireland.
The Consumer Response & Technology department is based at our office in Coleraine, in Northern Ireland. It manages a range of consumer services including the contact centre where consumer enquiries (telephone and email) from all major markets are handled; print and publishing including production of the organisation’s main publications for use in all markets e.g. market books, product information guides; central direct marketing and global distribution; while Information Communications Technology (ICT) development and support services provide the organisation with the systems and infrastructure to carry out its work across the world.
The eMarketing department works with both Tourism Ireland marketing teams overseas and, increasingly, with industry suppliers to harness the growing influence of the internet for researching and booking holidays on the island of Ireland. The department manages Tourism Ireland’s suite of 35 websites, in 14 languages, across twenty-seven markets and carries out extensive search engine optimisation and marketing campaigns to ensure good ranking and growing levels of traffic as well as click-thrus to partner websites for booking. The sites provide valuable global platforms for showcasing and selling island of Ireland and market-based industry products and services.
