Central Marketing Division
The Northern Ireland and Product Liaison department works on achieving additional growth for Northern Ireland to assist it in realising its tourism potential. Tourism Ireland ensures that Northern Ireland is prominently represented in its global destination marketing campaigns and, in addition, it also engages in specific, tactical marketing for Northern Ireland in key markets.
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 Customer Engagement and e-Marketing department works with Tourism Ireland marketing teams and industry suppliers to engage directly with consumers researching Ireland as a holiday destination. The department manages Tourism Ireland’s contact centre which offers a range of services such as voice, e-mail and web-chat and Tourism Ireland’s suite of 41 websites. These services provide valuable global channels for showcasing and selling the island of Ireland. A unified Customer Engagement system serves all markets and facilitates the delivery and follow-up of direct marketing campaigns – helping to really engage with customers and potential visitors.
The Marketing Communications and Brand Development department manages the development, implementation and evaluation of the Tourism Brand Ireland communications programme - including Tourism Ireland’s global advertising campaigns - in order to promote the island of Ireland as a compelling tourist destination around the world. The Dublin-based team is responsible for Brand Communications including advertising in the markets, overseas publicity, brand management, merchandising and brand photography.