Autumn promotional blitz targets late-season travellers around the world
Tourism Ireland and Minister for Transport, Tourism and Sport Shane Ross TD have launched a €9 million promotional campaign, to boost late-season travel to Ireland from around the world. The September to December period usually yields as much as 30% of Ireland’s annual overseas tourism business. As part of the campaign, Richard E Grant arrived in Dublin today – to film two new online videos for a promotion with Smooth Radio in Britain, which will reach about 5.5 million potential holidaymakers.
Niall Gibbons, CEO of Tourism Ireland; actor Richard E Grant; and Tourism Minister Shane Ross, at the launch of Tourism Ireland’s autumn campaign in Trinity College Dublin.
The campaign will highlight the many festivals and events taking place right around the island this autumn and winter – from the Dublin Theatre Festival to the Bram Stoker Festival and Culture Night, Lisdoonvarna Matchmaking Festival, Galway International Oyster Festival, Belfast International Arts Festival, Sligo Live, Cork Jazz Festival, Wexford Festival Opera and New Year Festival (NYF) Dublin.
Minister Ross said: “I’m pleased to support the launch of Tourism Ireland’s autumn campaign and wish to acknowledge the role of accomplished actor Richard E Grant, whose involvement will add impact to the campaign in the important British market. I am committed to ensuring that Ireland’s strong tourism performance to date in 2016 continues during the autumn-winter period and into 2017. I am confident that Tourism Ireland’s autumn campaign will continue the agency’s effective work in marketing Ireland as a visitor destination around the world and will help to ensure continued growth in tourism earnings and employment in communities all over Ireland.”
Tourism Ireland CEO Niall Gibbons said: “We have seen very strong growth of almost +13% in overseas visitors to Ireland for the first seven months of 2016. Our autumn campaign aims to take advantage of late booking trends in our markets around the world, as there is still plenty of business to play for. Many people are opting for shorter holiday breaks and autumn is a good opportunity with many world-class festivals and events happening around the island.”
Niall Gibbons continued: “Tourism Ireland’s publicity drive continues this autumn, targeting print, broadcast and online media around the world, with lots of positive stories about Ireland. We will promote the island of Ireland through our sales missions to the Middle East, India, Australia and New Zealand. We will work hard to maximise the success of winter air routes, to grow tourism in the shoulder and off-seasons. In addition, Tourism Ireland will bring top overseas travel agents and tour operators to the island of Ireland this autumn, to meet with hundreds of tourism businesses here and negotiate inclusion in their 2017 brochures and programmes.”
The campaign – which is being rolled out in Great Britain, North America, Mainland Europe, Australia and emerging markets – will incorporate a major focus on city breaks, as well as on attracting visitors to more rural areas over the coming months. Highlights of the activity include co-operative promotions with Ryanair, Aer Lingus and Stena Line, transatlantic and long-haul airlines like Delta, American and Ethiopian Airlines; extensive online advertising; as well as a busy programme of digital, PR and social media activity.
Other highlights from the campaign:
An online co-operative campaign with Aer Lingus will run in France, Germany, Spain, Italy and the Netherlands, highlighting good value fares to Dublin and Cork for the autumn period.
About 60 top international business tourism buyers will travel here at the end of September, to take part in Connect16, a brand new showcase for the events and business tourism sector. The buyers will also take part in familiarisation visits of Ireland’s Ancient East, the Wild Atlantic Way and Northern Ireland.
Digital campaigns will run for ten weeks in the United States, reaching about 100 million people in our ‘culturally curious’ and ‘social energiser’ audiences.
Hitting the road: Tourism Ireland’s ‘Jump into Ireland’ travel trade and media blitz will take in the cities of Los Angeles, San Francisco and Seattle; and sales missions to the Middle East, India, New Zealand and Australia will also take place.
Tourism Ireland will promote the island of Ireland to approximately 65,000 influential travel professionals in Mainland Europe this autumn at trade fairs like IFTM Top Resa in Paris and TTG Incontri in Rimini.
‘Flavours of Ireland’ workshop will target long-haul markets through UK inbound tour operators.
World Travel Market takes place again in London, the largest B2B event in the global travel and tourism calendar.