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1 ISSUE 4 : JAN 2016 Donegal Tourism Ltd Newsletter welcome... fáilte has been an exciting year for tourism; especially in Donegal where we have seen growth once again in both the domestic and overseas markets. Fáilte Ireland recently reported that total overseas trips to Ireland for the period January to November 2015 were up by 14% on the corresponding period in Tourism Ireland is continuing to focus their attention on two key priority market segments namely Culturally Curious and Great Escapers and are marketing the Wild Atlantic Way to these market segments across the four main markets the UK, Germany, France and the USA. In 2015, Donegal Tourism successfully launched our new Tourism Brochure and Map here in Donegal and overseas in Scotland and England. An extensive online social media campaign took place in addition to TV and radio campaigns. Recently, five YouTube Videos have been commissioned for the promotion of tourism across the County. It is envisaged these videos will be used for both online promotion and TV advertisements during Seamus Neely, Chief Executive Donegal County Council whats inside... 2 Wild Atlantic Way Tourism Conference Arrangements are now in place to finalise the 2016 marketing campaign with a number of proposals currently being considered, including the continuation of our social media campaigns, radio and tv advertising and exciting overseas campaigns. In order to increase the reach and impact of Donegal Tourism Ltd, it has been agreed to expand the membership of the company from a wider geographical and sectoral base. In this context, an invitation to become an Associate Member is being issued to Donegal s tourism trade, its Member Associations and relevant groups. Further details of the membership expansion plans and Donegal Tourism s 2016 marketing proposals will be discussed at the forthcoming Tourism Seminar which is scheduled to take place on Wednesday 9th March 2016 in the An Grianán Theatre in Letterkenny. This event is open to all tourism stakeholders. We look forward to seeing you on the 9th March and also look forward to working with you to deliver on exciting and effective marketing campaigns, both nationally and internationally, during this significant year of commemorations. Seamus Neely HARNESSING THE POWER OF THE WEB MARINE EU PROJECTS TRADE SUPPORT YOUTUBE CHANNEL & PROMOTIONAL VIDEOS LAUNCHED Go Visit Donegal Online and Offline Marketing Campaigns 2015 A marketing campaign was carried out to promote Go Visit Donegal to a targeted group of consumers. This campaign comprised both digital and print elements as follows: Facebook brand awareness & video campaigns AdWord Campaign Display campaigns & online banner advertisement Magazine editorials Radio competitions to the Irish, Scottish and UK markets & TV advertising - UTV, UTV Ireland, TV3. Digital Screens Advertising in Belfast and Derry Airport Creatives display on the back of Dublin City Buses Production of 5 promotional videos for the county targeting 5 major market groups: Wild Atlantic Way visitors, Culturally Curious, Great Escapers, Connected Families, People s Experience Print & distribution of 25,000 Donegal Tourism Holiday Brochures & Maps Print of 50,000 tear-off maps Online Banner Magazine editorial Promotional banner in Derry Airport Digital Screens Dublin Busses advertising campaign

2 2nd Connecting the Wild Atlantic Way Tourism Conference Networking Session during the Conference The collective marketing of Donegal and a positive attitude in presenting this to the world wide tourism market is crucial if we are to continue to benefit from the growth of the Wild Atlantic Way. That was the message from Donegal County Council s Chief Executive and Chairman of Donegal Tourism, Ltd, Seamus Neely when he addressed the second annual Connecting the Wild Atlantic Way tourism conference which was held in the Clanree Hotel, Letterkenny on Friday, 9th October The theme this year, Your Business, Developing Networks, Reaching Customers attracted a huge attendance from all over the county and beyond. Cathaoirleach of Donegal County Council, Cllr Ciaran Brogan told delegates that over the past number of years the Council had made tourism one of their main priorities and they were currently spending over ½ million marketing the county while a lot of work had gone into the development of projects such as Sliabh Liag, Fanad Lighthouse and Malin Head. Conference Participants taking a selfie Conference Speakers I think it s fair to say that in Donegal we have the best product development than anywhere else in the whole country. Today is about networking, sharing information and getting to know one another and maybe learning from one another how best to deal with the challenges we all have going forward, he said. He added the Council was delighted it had a very good working relationship with the tourism industry in Donegal as it was a huge employer and crucial to economic development. Maximize Potential Chief Executive Seamus Neely congratulated the industry for embracing the Wild Atlantic Way in such a short period of time and making the considerable effort to develop new networks that would help reach more customers, maximize the potential on their online digital platforms and showcase what their businesses has to offer. Visitors numbers are rising because of a collective strategic approach which has been adopted by the entire industry across the county. The opportunity to network can act as an opportunity to explore how we as a county can send an even stronger message to markets at home and right across the world the message that Donegal and the Wild Atlantic Way is open for business and looking forward to the years ahead, he said. He said a key part of the conference was to update and improve marketing techniques and he knew from feedback from last year s event that web-marketing and web-booking potential had improved because its potential had been highlighted. He added that today tourism in Donegal in vibrant, modern, customer driven, and professional but most importantly of all, it remains authentic and this is our real strength. He believes the Wild Atlantic Way holds great opportunities for Donegal and that we are really only beginning to see the first benefits of it and that there are multiples more by way of traffic, visitors and revenue spent. How we collectively tap into that will determine how much of that potential we will actually realize. My own view is Donegal is the wild part of the Wild Atlantic Way it s rugged, it s beautiful, it s vast, it has lovely communities, it has fabulous landscapes, it has the lot he said. Other Speakers Guest speakers at the conference included Joan Crawford, Wild Atlantic Way Client Services Manager with Fáilte Ireland, Brian Harte, Tourism Ireland s Head of Customer Engagement and E-Marketing; Darragh Doyle, Online Audience Strategist; Kathrin Chambers, Digital Manager at Fáilte Ireland; Stephen Cotter, General Manager at CIE Tours International and Fionn Davenport, Travel Writer. Case study speakers at the event included Deirdre McGlone from Harvey s Point Hotel, Donegal Town; Helen Haworth, Portsalon Luxury Camping and Ireland By Bike founder, Seamus Gallagher from Carrick. They presented case studies in their particular areas of expertise. The event also saw the distribution of promotional materials, speed networking and question and answer sessions.

3 Harnessing the Power of the Web to Promote Donegal If you wish to get your business, event or festival listed for free online publicity via Donegal Tourism online channels, send us an to: Donegal Gathering 2015 has been a very successful year for the Donegal Gathering platform, with stats exceeding any expectations was the third full year of the website being live and at this stage it can be said that the page is well established. Its fresh and up to date content is one of the major reasons for such high volume of traffic. Traffic to the website in 2015 has exceeded the overall website traffic recorded during the year of The Gathering in 2013 and the year after in In fact, traffic to the website for each month in 2015 has exceeded that of 2014, with the top views coming from Ireland (52%), UK (34%) and USA (6%) vs 2013: Website Views +12% / Visitors +34% 2015 vs 2014: Website Views +103% / Visitors +109% Go Visit Donegal Govisitdonegal.com has seen another successful year with the over 300K page views in 2015 and over 660K overall. Traffic to the website in 2015 has exceeded the overall website traffic recorded in 2014 with the top views coming from Ireland (39%), UK (35%) and USA (9%), Germany (4%) and Canada (4%). A significant increase in traffic has been recorded from the America, German and Canadian markets. Sessions 41.73% 93,055 vs 65,658 Users 40.97% 75,477 vs 53,542 Pageviews Donegal Gathering website - Top views by country The website content is supported by regular posts on Donegal Gathering Facebook Page, especially during the summer months with a busy weekly schedule in place. This free marketing platform has been very successful in promoting local events in 2015, with the top 5 being: Donegal International Rally 2015: 10,608 views Dunfanaghy Jazz & Blues Festival: 4,585 views Clonmany Festival: 2,641 views Donegal Town Summer Festival: 2,484 views Donegal Marathon 2015: 2,382 views We would like to encourage Event Organisers to get in touch with us in order to get their event listed on donegalgathering.com & govisitdonegal.com websites. Facebook Paid Advertising Campaign Go Visit Donegal has had a presence on Social Media networks with primary activity carried out on Facebook and Twitter. At the start of 2014 the Facebook page had 3,355 likes, we now have 10,928 likes and Twitter had 3,544 followers. Our goal for 2016 will be to continue to keep content fresh, relevant and interesting on social media networks with a view to improving our following. Tag us on Visit Donegal Donegal Blog 22.88% 298,951 vs 243,284 To date the Go visit Donegal Blog has been visited by over 28K readers. Donegal Tourism aims to keep the content fresh and informative. Our blog is another free marketing platform available to tourism providers and tourism businesses in the county. Help us promote Donegal by sending an interesting piece about your business, attraction, event together with some good quality images and we will be happy to share it on our blog. You can also tag us on Gathering and MalinWaters Q3 has seen over 130% increase in traffic to MalinWaters.com with the new mobile responsive design, increasingly traffic is coming from mobile devices. New content developed in the next phase of the project plus the marketing campaigns early next year will further increase traffic with over 100k visitors expected to view the website in Several paid Facebook advertising campaigns have been completed with a selection of promotional banners used in conjunction with Facebook news feed advertising to reach a specific target audience. The MalinWaters Facebook page now has over 6.3k likes and continues to grow.

4 Marine EU Projects WILDSEA Europe Meeting A meeting of the WILDSEA Europe project delegates took place from 8th until 9th October in the Clanree Hotel, Letterkenny. Delegates from Spain, Italy, Croatia, Northern Ireland and Donegal were in attendance and were delighted with the opportunity to visit Donegal, some for the first time. The meeting coincided with the Donegal Tourism Ltd Connecting the Wild Atlantic Way Tourism Conference. Project delegates had the opportunity to network with local project stakeholders at the conference and meet tourism providers who were very interested in participating in the project. Project delegates were also given a tour of the county including Malin Head with the guidance of Emmett Johnston from National Parks and Wildlife. Opportunities to develop Malin Head as a world class marine national park were discussed. A list of 15 stakeholders/tourism businesses has been compiled and these businesses will be contacted in due course to engage them with the project. WILDSEA Europe has received funding from the European Union s COSME Programme ( ) Wildsea Delegates touring the County Sail West MalinWaters Due to the success of the Sail West project and the MalinWaters brand, partners have agreed to continue to support MalinWaters and to remain in the partnership by contributing themselves financially to the project with a view to applying for future EU funding and participating in other projects. This agreement will be reviewed on an annual basis. Údarás na Gaeltachta has now joined the Sail West project as a full partner for the first time. The Marketing Plan for 2016 has been completed with new campaigns planned for the coming year. Partners have been encouraged to contribute to this plan and make suggestions for campaigns in their particular regions. Website content updating is ongoing. More itineraries to include Bunagee have been planned. Content updates include areas such as the events section, itineraries, the blog etc. Details of marinas, activity providers etc. also need to be updated. All marinas, pontoons and moorings in the MalinWaters regions will be listed in Welcome Anchorages 2016 including the new facilities at Bunagee, Donegal. Cool Route Meeting The Cool Route project seeks to develop a unique sailing route from Cork to Norway. Donegal County Council is a main partner in the project, which is led by Cork Institute of Technology. Cool Route delegates recently met in Donegal Town from 27th until 28th October This visit to Donegal included a partner meeting and also a stakeholder workshop to engage local communities and tourism providers. Each partner was required to present an update on their individual project work packages. Donegal County Council/Donegal Tourism Ltd representative Joy Harron presented an update on work package 2 communications and dissemination of information for the Cool Route project. A stakeholder workshop was held on day 2 with local tourism businesses, sailing clubs etc. invited to attend. The workshop was very positive and it was important to engage with and get feedback from local stakeholders. The next meeting is due to take place in Glasgow in April Cool Route is funded by the Northern Periphery and Arctic Programme, innovatively investing in Europe s Northern Periphery for a sustainable and prosperous future Wildsea Europe Partners Cool Route Project Partners with The Cathaoirleach Ciaran Brogan New alliance between Marine Blast and MalinWaters creates biggest mobile marine directory for Scotland, North West Ireland and Northern Ireland Marine Blast and MalinWaters have come together to expand the extensive marine directory that exists on the Marine Blast mobile app to now include listings for North West Ireland including Donegal and Sligo, plus Northern Ireland. This app now provides a one stop shop for information on sailing and other coastal activities in these regions. The Sail West project was originally launched on 1st July 2010 and is an EU project led by Donegal County Council. The MalinWaters consumer brand was developed as a result of the Sail West Project a 7.4M Marine Tourism initiative that continues to promote marine tourism, linking the coastlines of Donegal, Sligo, Northern Ireland and the West of Scotland. This new relationship means the Marine Blast Marine Directory Scotland app now covers marinas and facilities in North West Ireland and Northern Ireland and gives a wider audience for this powerful marine tourism tool. Acting as a series of stepping stones, it doesn t lead you on a fixed route, but gives you options to design your holiday in the way you want. The app has been designed with the sailor, whether experienced or recreational, in mind. Easy navigation is essential and is delivered either by tapping on a category, or viewing it on a map perfect when you want to find the nearest supplier of what you need!

5 Trade Support Donegal Tourism is working closely with the tourism trade in the county Donegal Tourism Ltd also works to ensure a coordinated approach by a range of agencies and sectoral interests in the work of promoting the county. This year has been a good year for tourism in Donegal with the industry reporting significant increase in business and Fáilte Ireland reporting increases in domestic and foreign visitors to Donegal will see Donegal Tourism Ltd again leading out on a marketing campaign for the county. Here are some of the support activities provided by Donegal Tourism in Donegal Tourism has provided large wall maps and tear-off maps to all Donegal hotels 2 Free listing for the tourism businesses on our consumer platforms: and for festival organisers on 3 Providing update of Donegal Tourism activities to the trade via trade platform: and a Newsletter 4 Community website development & support: Fanad Lighthouse website: Sliabh Liag website: Killybegs website: Arranmore Island website: Donegal Bay Rowing Club Website development, funding support for the National Rowing Championships Event in Help Make Donegal the Greenest County in Ireland for St. Patrick s Day 2016 Don t forget to get involved in this year s Greening Initiative in your area for St. Patrick s Day. Further details will issue.

6 Donegal Tourism launches new and professional promotional video channel Donegal Tourism Ltd in conjunction with Donegal County Council continue their work of promoting and marketing County Donegal as a must visit destination with a strong regional identity within Ireland. The launch of a range of new YouTube videos promoting Donegal will ensure that Donegal Tourism reaches millions of YouTube viewers in our international markets. These videos are set to deliver the message that Donegal is a world class must see tourism destination on the Wild Atlantic Way. Donegal Tourism Ltd has commissioned Liquid Media to produce 5 videos promoting defined tourism activity themes that deliver a marketing message unique to the market segments identified by Fáilte Ireland with equal promotional representation for all regions in County Donegal. The videos will be primarily focused on showcasing the Donegal Brand to a range of targeted tourism visitors and showcase the attractions, activities, destinations, landscapes and much more in County Donegal. Following the success of the Tourism Holiday Guide and the App that were launched earlier this year, Donegal Tourism has launched on their Go Visit Donegal YouTube Channel the first of five promotional videos of Donegal focusing on Fáilte Ireland s Wild Atlantic Way. Seamus Neely, the CEO of Donegal County Council and the Chairman of Donegal Tourism Ltd said: Rich media marketing such as the production and distribution of video content across a wide range of marketing platforms has been proven to deliver success in increasing visitor numbers and brand awareness. In particular the use of YouTube which is one of the worlds largest online search engines. I am delighted that Donegal Tourism is utilising one of the most powerful online marketing tools to reach target audiences. We will endeavour to grow this platform in the months to come. As part of targeted marketing/public relations activities Donegal Tourism Ltd also offered a limited number of high quality professional videos to the local tourism providers. The project is underway. Visit and subscribe to Go Visit Donegal YouTube Channel. We would ask tourism providers in Donegal to share these videos on their websites and social media platforms. Let s work together to reach our target markets online & to further develop the Wild Atlantic Way brand. Front page image: An Grianán Fort Daragh McDonough Cruise Tourism Ad - Donegal Tourism is promoting cruise tourism to the international markets and cruise operators for the next 6 months Donegal Tourism - FURTHER INFORMATION Seamus Neely Chairman Michael O h Eanaigh Company Secretary Correspondence to: Barney Mc Laughlin Donegal Tourism Ltd. c/o Donegal Public Services Centre, Drumlonagher, Donegal Town, Co. Donegal E: barney.mclaughlin@donegalcoco.ie T: +353 (0) Administration and Payments: Caroline Britton E: cbritton@donegalcoco.ie T: +353 (0)

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