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27 May 2013

Thumbs up for Tourism Ireland

Tourism Ireland takes top award for market research at All Ireland Marketing (AIM) Awards

Tourism Ireland took the top award for market research at the recent All Ireland Marketing (AIM) awards, organised by the Marketing Institute of Ireland, beating off strong competition in the same category from the likes of eircom, Kerry Foods, RTÉ Television and Bewleys.

The award was presented for ‘GB Path to Growth’, a strategy developed in conjunction with Fáilte Ireland, the Northern Ireland Tourist Board, the Irish Tourist Industry Confederation and other industry partners during 2012 to revitalise our tourism performance in the British market. Accepting the award, Peter Nash, Tourism Ireland’s head of strategy, development and insights, said: “With the pace of economic recovery and weak consumer confidence continuing to impact on outbound travel in Great Britain, we faced a number of challenges – so a deeper and sharper understanding of the market was clearly required. The 360° research approach resulted in a complete review of our marketing strategy and the identifying of new, best prospect consumer segments. Now the plan is to grow British holidaymakers to the island of Ireland by +20% i.e. an additional 200,000 holiday visitors per year by 2016.”

The All Ireland Marketing awards are organised by the Marketing Institute of Ireland; they recognise marketing excellence and the success of Irish companies and marketing professionals (