Over 300 key US travel trade, carriers and media attended the launch in New York of ‘Discover Ireland’s Wonderful West’, a €3 million marketing campaign designed to boost business to the Shannon Airport Catchment Area post-Open Skies. The campaign, devised by Tourism Ireland, in consultation with local tourism industry representatives, highlights the attractions of the Western regions from Kerry to Donegal, including ease of direct access from many US gateway cities, good value fares and inclusive packages, and showcases a range of compelling offers from local industry.
Over 40 representatives from each of the regions covered by the campaign showcased the best of the West of Ireland holiday offering at the event, which included Accommodation, Things to Do, Things to See, Festivals and Events and Entertainment/Cuisine. The marketing campaign activity is already underway and includes print, radio and online advertising with carriers, tour operators and industry partners, direct marketing on and offline and special promotions. These activities are over and above Tourism Ireland’s core overseas marketing activities in 2008.
‘Discover Ireland’s Wonderful West’ focuses mainly on the US market which is the most lucrative, in terms of spend and length of stay. While direct transatlantic access into Shannon Airport will be reduced in peak season this year, there is still a considerable capacity of over 6,600 seats per week to target. The other main focus is Great Britain, Ireland’s largest source market, which attracted almost 5 million visitors in 2007. Tourism Ireland has also committed to invest an additional €275,000 in a promotional campaign in key Mainland Europe markets.
Speaking in New York, Tourism Ireland Chief Executive Paul O’Toole said that the campaign will add significant profile to the West of Ireland and early feedback from the US travel trade at the launch was positive. “I am delighted to say that the industry, from Kerry to Donegal, has got behind this campaign which enables us to promote a superb range of value-for-money products to the consumer in the US. Presenting a compelling, competitive package is vital for winning business – and I believe our industry colleagues have come up with the goods. For its part, Tourism Ireland, will ensure as many consumers as possible in the US, get to see and discover Ireland’s Wonderful West.”
Commenting on the prospects for overseas tourism to Ireland in 2008, Paul O’Toole said that all indicators point to a challenging year for overseas tourism this year. “Against a backdrop of an increasingly turbulent global economy, weak dollar and softening in consumer confidence, trading conditions will be tough for the tourism industry this year, particularly in the US and Britain, our two key markets.
“Good value partner offers will play a crucial role in helping us to convert interest into business. In that vein, our Spring campaign in the US uses the tagline ‘Ireland – can you afford not to go’ which is designed to address the impact of the weak dollar by highlighting the range of superb value-for-money products available throughout our island.”
The ‘Discover Ireland’s Wonderful West’ campaign is funded by an additional allocation of €3 million, secured by Minister Séamus Brennan and announced by him and Minister Noel Dempsey as part of the Economic & Development Plan for the Shannon Airport Catchment Area. The activity plan is the result of close collaboration between Tourism Ireland, Fáilte Ireland and a Tourism Working Group which was specifically formed for the purpose. The Group is made up of the Fáilte Ireland regions (North-West, West and South-West), Shannon Development and Shannon Airport, together with key industry players from the Catchment Area.
Participating Tourism Enterprises from Ireland’s Western Regions:
Fáilte Ireland regional representatives:
John Concannon Fáilte Ireland Director of Regional Development
Fiona Buckley Fáilte Ireland South-West
Anne Melia Fáilte Ireland West
Paul McLoone Fáilte Ireland North-West
Pat Daly Ireland’s Shannon Region
Declan Power Shannon Airport
Accommodation:
Rory Concannon Delphi Mountain Resort Ireland West
Paula Carroll Ashford Castle Ireland West
Neil Britton Sandhouse Hotel North-West
Vivienne Nyhan Solis Lough Eske Castle North-West
Anita Higgins Adare Manor Shannon
Francis Brennan Park Hotel, Kenmare Kerry
Kate Burns Town & Country Homes All
Niamh O’Shea Killarney Park Hotel/ Kerry
Kerry Convention Bureau
Things to Do (Golf and Activities):
Justin Farrell North & West Coast Links North-West
Paddy O’Looney SWING Golf Ireland Kerry
Joe Russell Doonbeg Golf Club Shannon
Marty Carr IGTOA/ Carr Golf Travel All
John Ahern South West Walks Ireland Kerry
Con Moriarty Hidden Ireland Tours Kerry
Culinary:
Margaret Jeffares Good Food Ireland All
Peter Ward Good Food Ireland Shannon
Seán Kelly Good Food Ireland Ireland West
Neil McGrory Good Food Ireland North-West
Patrick McMurray Oyster Shucker
Stefan Matz Ashford Castle Ireland West
Festivals and Events:
Paul Fahey Galway Arts Festival Ireland West
John Cromlish Galway Arts Festival Ireland West
Batt Burns Story-teller Kerry
Nandi O’Sullivan Ireland’s Shannon Region Shannon
John Meehan Ballyshannon Folk Festival North-West
Things to See and Experience (Culture and Heritage):
Aidan Grimes Kylemore Abbey Ireland West
Isobel Cassidy Lissadell House North-West
Chris Meehan Ireland’s Shannon Region Shannon
Seán Lally Limerick city/ Clarion Hotel Shannon
Paul Doyle Musical instrument-maker Ireland West
Peter Loughnane County Arms Hotel Shannon
Entertainment:
Bunratty Entertainers
Arcana Celtic Gods
-Ends-
Sinéad Grace, Tourism Ireland, tel: 087 685 9027
Mary McCarthy, Weber Shandwick, tel: 086 2568 429