Get Involved! Vanessa Markey Head of GB

Transcription

1 Get Involved! Vanessa Markey Head of GB

2 2

3 Meet the Culturally Curious 3

4 How are we targeting Culturally Curious 4

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6 Meet the Social Energisers Urban holidays with friends Light TV & Print Heavy Social Networkers 68% Heavy Internet 18-34, no kids London, Glasgow, Manchester Social Energisers Day<me ac<vi<es 6

7 How are we targeting Social Energisers 7

8 SE Campaign: Check Belfast 8

9 Advertising drivers: VoD (video on demand) Check Belfast 30- second ad Seeded out through various networks including YouTube YTD (Mar-Aug): 1.16million views; 82,931 clicks (Click to play) 9

10 Driving to: Results YTD (Mar Sep): 267,358 views 10

11 Check Belfast Industry Call Out GB call out for Industry to give offers to support campaign and close sale FREE opportunity to engage! Only 7 offers submised for Check Belfast to date Campaign runs to Year end Please Submit Offers 11

12 What type of Offers do we want? To get for your offers you can click onto the Belfast content on the Ireland.com en- gb homepage. When your offers please focus on specific GB market offers in order to try to ensure your offer has the best chance of being booked. Different campaigns will target different segements. No is allowed, however offers from the same partner with different elements are permised. All offers will need an Jpeg picture. If you have any queries please contact the offers desk at Offers will be accepted on an on- going basis, but to gain maximum exposure, please submit your ireland.com offers by mid October. All offers will be displayed on GB website. It is free to submit and Tourism Ireland run campaigns all year round! 12

13 Game of Thrones Example Facebook Creative Generic as well as 4 tac@cal execu@ons based on incidents that will happen throughout the series. Tac@cal execu@ons go live straight a]er show aired in market. 13

14 Twitter Creative 14

15 Examples of Engagement 15

16 All creative linked to Game of Thrones homepage on ireland.com 16

17 From Campaign to Product Ireland.com provides direct links from campaign pages to offers and product in Northern Ireland. It is free to upload offers to Ireland.com all year 17

18 Offers, Flights and Ferries 18

19 Results TwiQer: Engagements: 233,296 Engagement rate: 8.19% (TwiSer benchmark 1-3%) Clicks to ireland.com: 15,406 Facebook: Clicks: 89,637 Engagements (likes, comments, shares): 44,315 Ireland.com 77,451 visits to Game of Thrones page during campaign Over 1,200 3 rd party referrals from Game of Thrones page 19

20 Game of Thrones Industry Call Out GB call out for Industry to give offers to support campaign and close sale Only 10 offers submised for GoT to date Campaign runs to Year end Opportunity to submit offers. 20

21 Consumer ezines Ireland.com general offers: offers listed online via GB offers page Opportunity to buy into TI GB Social Energiser & Culturally Curious Consumer ezines Reach 310,000 Cost ,000+ click thrus to date in 2014 on TI ezines to a highly engaged audience Upload your offers to Ireland.com All year round FOR FREE 21

22 Trade Shows opportunities to engage with the GB Travel Trade Excursions, January, London ( 280) Great Days, February, Manchester ( 280) BOBI, Birmingham, March ( varies on size of stand) World Travel Market, London, November 4 days Outside desk Inside desk

23 Consumer shows in 2015 Telegraph Outdoors Show 12th to 15th February 45,000 asendees 3 Industry Spaces for NI Goodwood Members Mee<ng 21st to 22nd March 20,000 asendees 2 Industry Spaces for NI Royal Highland Show 18th to 21st June 170,00 asendees 2 Industry Spaces for NI CLA Game Fair 31st July to 1st August 145,00 asendees 2 Industry Spaces for NI Goodwood Revival 11th to 13th September 150,000 asendees 2 Industry Spaces for NI Classic Car Show 13th to 16th November 45,000 asendees 3 Industry Spaces for NI Approx 500 to Par<cipate 100% Take up in

24 Goodwood Revival The Goodwood Revival is one of the largest vintage car events in Europe. In 2014 it asracted an impressive 150,000+ The Island of Ireland stand will have approximately 6 partner spaces available 4 for the Republic of Ireland and 2 from Northern Ireland. Par@cipa@on fee is 500 and the closing date for registra@on is Friday 26 th June All bookings and enquires for Goodwood or any consumer show should be directed to Margaret Mellor at mmellor@tourismireland.com IN 2014 contact made between Causeway Coast and Glens and a Car Touring Operator that resulted in a Co- Op Campaign with Tourism Ireland which led to over 60k worth of bookings 24

25 NI Industry PR Opportunities us- your- story 25

26 NI Industry PR Media Room 26

27 NI Industry PR Media Room 27

28 NI Industry PR Coverage 28

29 OTA Campaigns o Opportunity to engage with OTAs o In 2014, TI invested 344,000 with OTAs o Expedia spring campaign promo@ng Belfast and Dublin hotel product; o Results- 95.9% upli] in hotel bookings year on year during campaign period o By engaging with these sites the NI industry can benefit from our campaigns 29

30 Carrier Campaigns o Coopera@ve TV and digital campaign with Stena Line & Visit Belfast promo@ng Ferry and Hotel Packages in Northern Ireland. o Total campaign value- 108,007 o Campaign now live- awai@ng results. 30

31 Carrier Campaigns o Coopera@ve press and digital campaign with P&O, Visit Derry. o Campaign currently live with hotels in Derry- Londonderry featured on a landing page. o Total investment 40,999 31

32 Carrier Campaigns o Coopera@ve Digital campaign with P&O Ferries, Causeway Coast, Na@onal Trust, o Investment from Ballygally Castle and Causeway Hotel with a dedicated Hotels landing page on Poferries.com o 9,942,532 impressions and 4153 click to the P&O Ferries website. o Campaign generated 1,645 ferry bookings. 32

33 Co-Op with Belfast Festival at Queens 4 week online/ offline campaign in September in The Guardian Reach 1.1 million 2142 entries to compe@@on Awai@ng results Opportunity to work collabora<vely with Tourism Ireland in 2015 via Offers 33

34 Business Tourism 34

35 Golf 35

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37 Scotland 2015 Scotland offers strong engagement for Northern Ireland and St Patricks Weekend & Shopping Centre GB Co- Op Sales Calls TI Fam Fams and Group Organisers Fams Quarterly Trade E- zines Meet the Byer NI Coach & Group Workshop Fam 37

38 Celtic Connections 2015 Jan 2015 live on Industry Opportunity website to asend Cost Strong asendance from NI Industry in partners B2B workshop with 20+Scoosh & North of England operators followed by networking event 38

39 Coach & Tour Operator Workshop/Fam Sept GB companies (24 people) asended the B2B Workshop with approximately 40 NI Trade Fam Trip to St.Patrick s Country Two new bookings already to NI in ACE Cultural Tours introducing a new program for NI which includes Beech Hill in Derry 2. Enjoy Travel have booked a group of 50 in June 2015 for the Saint Patrick s experience 39

40 How to get involved Sign up to Receive Regular alerts on GB Contact us and 40

41 NITB Roadshow Lodge Hotel, Coleraine Tuesday 21 st October Manor House, Enniskillen Wednesday 22 nd October Ramada Plaza, Belfast Thursday 23 rd October 41