Business Tourism Industry Briefing March 23 rd 2011

Transcription

1 Business Tourism Industry Briefing March 23 rd 2011

2 Keelin Fagan Manager Business Tourism Unit

3 MARKETING PLAN

4 Brand Refresh Website Development Overseas Promotions Digital Strategy

5 Drive Consideration to Actual Purchase

6 Brand Refresh

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8 Website Development

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12 Meet in Ireland Website Stats 35,600 visits 25,224 new visitors 10,400 were returning visitors Average visit duration was 2.51 minutes 61% of visits were international

13 Meet in Ireland Country Landing Pages Visits recorded

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16 1,648 visits 4,215 page views Av. time

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19 1,043 visits 2,919 page views Av. Time on site

20 User Experience Award most professionally completed nomination that demonstrates clear conceptualisation and razor-sharp execution that will help generate high value inbound tourism for Ireland

21 Won the Promoting Ireland Overseas Award

22 New Promotional Videos

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24 Industry Feedback These videos are very helpful and are well focused. Congratulations to all involved in their production. Trinity College Dublin The Videos look wonderful! The Ritz-Carlton Powerscourt Great for US sales calls Ovation Ireland Congratulations to all involved putting on the videos. They are wonderful. The Park Hotel Kenmare They are great MCI Dublin The new videos are fantastic!! Abbey Tours The videos you sent are great - we will integrate into our Business web site. Irish Welcome Tours Limited

25 Trade Extranet

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27 Overseas Promotions

28 AIME - Melbourne Trailblazers Toronto Incentive Works Toronto Confex London IMEX - Frankfurt Venues & Events London German Sales Blitz Meedex- Paris Imex America Vegas EMIF Brussels GIBTM - Abu Dhabi M!CE Business & Travel Show Amsterdam La Chaleur du Nord - Paris ECTA Sud - Toulouse French Sales Blitz Vienna Networking Event EIBTM Barcelona

29 IMEX 2011

30 18 Irish Trade Partners participated

31 132 Key Buyers at Ireland Presentation

32 220 contacts made by Fáilte Ireland and Tourism Ireland...

33 EIBTM 2011

34 85 Buyers attended our Presentation Irish Trade partners participated 396 Contacts Irish Trade made by FI & TI...

35 Log in

36 Step 1 Step 2 Step 3 Step 4 Create Your Profile Register your Interest Accept the Invitation Payment 14 days in Advance

37 Selection Invitations are sent to all persons who register their interest in attending events Accept the invitation First come first served basis upon in your category

38 New for 2011

39 Evaluation& Measurement

40 Nicola McGrane AIPCO Conference Partners

41 Meet in Ireland 2010

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44 118 Irish Trade

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48 76 international buyers participated in pre or post FAM trips to locations outside Dublin

49 I never had a FAM-Trip like yours. Each detail was perfect and everything with a smile on the face of everybody. I fall in love with Ireland! Mario Flaschentraeger GmbH

50 The Trip was very helpful, beautiful locations, perfect organisation. Many thanks to all the involved, great people, with charm and open mind. Monika Zecher EPS Agentur fur Kommunikatio

51 The people were very warm and welcoming. The hotels, special venues and castles are amazing for an incentive program.

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53 Thank you very much for the invitation and your utmost friendly hospitality. I honestly hope to bring you a lot of business to your great country and I really mean it by heart!!!

54 6 Won 93 Pending

55 Poor Response Rate 113

56 Meet in Ireland Working Group Yvonne Colucci Odyssey International Derek Wallace Wallace Travel Group Nicola McGrane Conference Partners Brian Murray Aspects of Ireland Ronan Flood Advantage ICO Paula McCorry - IHF Christophe de Patoul Irish Horizons Miriam Kennedy Dublin Convention Bureau Catherine Newhall-Caiger Convention Centre Dublin Monica Nerney Tourism Ireland Keelin Fagan Failte Ireland Alison Johnston Failte Ireland Neasa Ni Dhomhnaill Failte Ireland Lisa Doeringsfeld Failte Ireland

57 Derek Wallace Wallace Travel Group

58 Digital Strategy

59 Friendly People

60 Dramatic Scenery

61 World Class Accommodation

62 Award Winning Venues & Universities

63 Unified Professional Business Tourism Industry Industry

64 Barriers

65 Drive Consideration to Actual Purchase

66 BEST OF BOTH WORLDS

67 This campaign focuses on Irelands emotional USP s behind all the charm and the craic in Ireland, is a professional capacity to deliver on the fundamentals that makes business event decision makers jobs easier

68 It presents the expected beside the unexpected

69 Objectives To raise awareness of Ireland s business tourism offering, in markets where awareness is low Challenge the misconceptions that exist, with the aim of removing the barriers that they bring Increase consideration for Ireland s business tourism offering Drive conversion from consideration to booking Position MeetinIreland.com as a credible source of information and support to potential business tourism customers

70 Methodology Personas were developed in order to ensure that the digital strategy, and subsequent outputs are efficiently targeted

71 Lead Lines We have developed a list of lead campaign lines, which have been allocated to each of the personas, with the purpose of addressing the specific barriers of that audience group

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77 Digital Media Mix Earned Bought Owned

78 Owned Blogs Central and market specific Organic SEO & link Audit Website Content Structure, style & format

79 Digital Media Mix Earned Bought Owned

80 Bought Channel Hierarchy Marketing Targeted Display (Banner) PPC/Adwords

81 Digital Media Mix Earned Bought Owned

82 Social Media To overcome barriers in perception of Ireland as a MICE destination To further develop an engaged community of advocates and encourage positive word-ofmouth

83 Recommended Social Media Channels

84 Digital Toolkit

85 The goal is to allow for the greatest level of market autonomy while ensuring a coherent structure across platforms that will tie the whole campaign together 85

86 Flash Banners Video MPU

87 Expandable LeaderBoard

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89 Thank you