Understanding our brand

Transcription

1 Understanding our brand

2 Our Brand Tourism Brand Ireland is an initiative, started in 1996, to brand the island of Ireland as a holiday destination. It has evolved into a highly successful global branding strategy managed by Tourism Ireland. Our brand is our reputation an idea that resides in the hearts and minds of our various audiences. This reputation is built on the knowledge that we are a destination that leaves its visitors enriched by many positive and rewarding experiences. It is important that we understand the various elements that comprise this brand to ensure that we align all our energy behind a single vision creating greater recognition and strategic focus in a highly competitive global marketplace. This document introduces the physical and personality characteristics and consumer benefits that underpin our reputation. A clear understanding of these characteristics will ensure that going forward we can all positively contribute to Tourism Brand Ireland. REMEMBER: Y OU CANNOT NOT COMM UNICATe! Understanding our brand Tourism Ireland 2 Understanding our brand Tourism Ireland 3

3 Discovering the Irish way of life enriches you 1 The physical experience of holidaying on the island of Ireland is translated into a personality for communications ensuring the right take out or essence and suggesting the following benefits: Communicating the benefits of our brand The starting point for our brand is the actual physical experience of holidaying on the island of Ireland. Research has shown us that the island of Ireland is recognised for its warm and friendly people; a breathtaking place that has varied scenery and is within easy reach a place that supports both a living and a historic culture. This culture has a distinct personality that informs the way we communicate. Its natural warmth, charm and wit inspires those who come in contact with it and it is important that these traits express themselves in all the activities undertaken to ensure that potential visitors recognise Ireland as a positive, rewarding and enriching experience. Research has also identified many benefits to which our visitors positively respond. When communicating these benefits we can draw upon the physical traits for content and the personality for tone of voice to guarantee effective on-brand communications. warm & friendly people living culture historic a breathtaking place: varied & within reach warm charming witty natural insp piring leaves the visitor enriche riched a positive and rewarding experience Feel the fun smile. Being made to feel special. Feel at home. Join in if you like. Engaging conversation and nviviality. el belonging to a ing culture. oy the craic. Memories and tales. el connected to an toric culture. chantment from Irish stories. Regain balance of life. Enjoy the freedom. Chill out/unwind. Have an adventure. Get away from it all. p lac e cultu re p e o ple Understanding our brand Tourism Ireland 4 Understanding our brand Tourism Ireland 5

4 Our brand personality informs the style and tone of voice of our brand. As the saying goes: It s not what you do it s the way that you do it and the way that we communicate is key. Our personality influences every aspect of how we interact with our audience, from the language we use to our choice of images. It is important that we collectively understand and internalise this personality it is what uniquely distinguishes the Irish experience: Warm Charming Our welcome is heartfelt and generous, never aloof or officious We present ourselves in an attractive way, conscious of our guests interests. Witty We like to bring words and ideas together in ways that make people smile building strong connections on a human level. Natural Inspiring We express ourselves in an unaffected manner, at ease with who we are and where we come from. We communicate in ways that appeal to the senses, reflecting the beauty and majesty of our landscape, people and culture. One hundred thousand welcomes! Warm Understanding our brand Tourism Ireland 8

5 If you are not too long, I will wait here for you all my life. Oscar Wilde Now for a change I am going to be serious - though only temporarily Flann O Brien Charming Witty

6 You see things; and you say, Why? But I dream things that never were; and I say, Why not? George Bernard Shaw I will arise and go now, for always night and day I hear lake water lapping with low sounds by the shore; W B Yeats Natural Inspiring

7 Feel the fun smile Be made to feel special Share engaging conversation and conviviality Our visitors leave enriched by a positive and rewarding experience. Whatever the nature of the Irish experience, from a golfing holiday to an historic tour or city break, giving these experiences a distinctive personality will communicate the enriching and life-enhancing benefits of holidaying in the island of Ireland. We want people to look forward to their holiday in Ireland with a keen sense of anticipation and excitement. We want them to feel genuinely welcome not strangers, but returning friends and we offer our visitors a real opportunity to engage with a unique people, place and culture, and derive positive, life-enriching benefits from the experience. Our visitors leave with memories not souvenirs. These images capture the benefits of the many positive and memorable experiences they can enjoy on the island of Ireland which they can take at their own pace energetic or relaxed, fast or slow, getting involved or getting away. Look on the benefits (right) as inspiration for a story about holidaying on the island of Ireland. > Enjoy the craic Have an adventure Memories and tales Join in if you like. Feel at home Feel connected to an historic culture Enjoy the freedom Understanding our brand Tourism Ireland 14 Regain balance of life

8 People The people of Ireland are recognised for being friendly, charming and witty. They are attentive but relaxed and welcoming. These characteristics allow our visitors to interact easily with local people and connect with the island on a human level. The physical experience of holidaying on the island of Ireland provides us with the content of our brand. Culture Living Culture Historic Culture The three physical characteristics of people, place and culture are the key touch points around which the visitor s Culture on the island of Ireland refects the character of its people and the experience of Ireland is formed. They help to create a distinctive image in the minds of potential visitors. It is beauty of its landscape and historic sites. Visitors can vary the pace of their holiday experience, from a relaxed important to remember that while our near neighbours have quite a clear image of Ireland some markets might need to appreciation of the historic culture to a more active involvement in the vibrant living culture. have this image created for them. Place Although it is celebrated for its forty shades of green, the island of Ireland is much more than that. A rich tapestry of breathtaking landscapes and seascapes steeped in history creates a varied experience for the visitor, all within easy reach. It is an experience that fills the senses an energising journey of discovery and enrichment. Understanding our brand Tourism Ireland 6

9 Dublin 5th Floor, Bishop s Square Redmond s Hill, Dublin 2 Tel: Fax: info@tourismireland.com Coleraine Beresford House, 2 Beresford Road Coleraine BT5 21GE Northern Ireland Tel: Fax: Understanding our Brand 16