Marketing in NI and ROI. NITB Marketing Team

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1 Marketing in NI and ROI NITB Marketing Team

2 Market summary Segments & motivators How NITB talk to them Accessing NITB s routes to market

3 Why invest in the NI market?

4 NI Market NI residents took 2 million domestic overnight trips in 2013 within NI 1.29 million in ROI Great potential in this market and first ¼ of 14 has shown an +11% growth overall Vital on the doorstep market to the NI industry travel all times of the year NI consumers take much less marketing effort to convert than other markets

5 Motivations Convenience and value for money are key considerations in holidaying at home Much more emphasis on special offers than before NI customers are likely to seek out natural beauty and find somewhere they can spend time as a couple or a family 50% of trips within NI are to spend time with family 25% of people want to relax and get away from it all

6 Media Consumption NI audience very focused on TV as a media channel, 45% rely on it to keep them informed Press influence is diminishing with 20% only depending on newspapers for information Much more likely to watch recorded or on demand TV than their ROI counterparts Radio is still important although not as much as the ROI market 48% use the internet at least once a day NI audience are avid social media participants 30% using networks at least twice a day

7 NI Market Why might they go elsewhere? Weather Lack of differentiation, nothing new or exciting in NI we need to highlight the hidden gems Some perceptions that NI is expensive Proliferation of cut price breaks in the ROI market advertised in NI Family product in ROI much more developed Still huge potential need to keep giving them short break ideas

8 Why invest in the ROI market?

9 ROI MARKET The scale of the opportunity Huge potential despite the economic climate 10 million short breaks per year taken in the island of Ireland with less than 500K of these in NI - translating as 5% share In terms of sheer numbers, the ROI market has MASSIVE potential First ¼ 14 showing growth from ROI Recognition that NI is changing and people are real and genuine

10 ROI MARKET Motivations Similar to those of NI People seeking an escape from the daily pressures Somewhere to spend time as a family or a couple Value for money and good offers are key considerations ROI press is full of discounted deals from accommodation providers

11 Media Consumption Only 27% of ROI audience focus on TV as a media channel to keep them informed ROI audience generally more predisposed to newspapers and supplements than the NI market Radio vitally important to the ROI market - 71% say they listen to it every day 53% use the internet at least once a day 26% of the ROI market using social networks at least twice a day In general ROI audience have higher expectations of advertising and are more receptive to it - 45% expect it to entertain them versus 37% in NI

12 Why might ROI residents not come here? Air access from Dublin making other destinations easy to get to Lack of awareness of what there is to see and do no NI offers in ROI press Concerns about safety and security Inconvenience of changing to sterling NI is just as easy for a day trip Similar to ROI in experience

13 ROI market - why NI appeals Value for money Easy to get to Less commercialised than ROI Stunning scenery Demand generators that ROI residents recognise - Causeway, Titanic, Fermanagh Lakes we need to ensure these are highlighted in our communications

14 Who are our customers in NI and ROI?

15 Relaxation, Good quality food & drink, Scenic Drives, Theatre, Authentic pubs, Good value, Key attractions Curiosity, authenticity, Insight, Exploration, Eating Out, Natural Beauty

16 Good quality food & drink, natural scenery, landmarks & contemporary cultural experiences Romance, cool nightlife, gentle walking, shopping, relaxation

17 Fun, Child-orientated, Safe, Quality Time, Attractions, Entertainment, Memories Value for Money, Offers, Accommodation, Cafes, Activities

18 Entertainment, Energy, Social, Urban, Cool Nightlife, The wow factor City experience, contemporary culture, music festivals

19 Now that we know who our customers are, how are NITB promoting to them?

20 Campaign Objectives Promote NI as a destination to our key segments by creating awareness of destination & pillars Provide a platform for industry offers average 350 offers per campaign sign up Challenge perceptions and barriers Fully integrated 360 degree approach with all elements of the marketing mix covered

21 Marketing Comms Approach Summary 1. Prioritise the audience and media channels 2. Identify experience pillars 3. Allocate budgets to primary audiences 4. Focus on key barriers and campaign / industry barriers

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28 How do you access NITB s routes to market?

29 Marketing Campaigns Campaigns wouldn t work unless we had industry offers to act as fulfillment on discovernorthernireland.com Last year we had over 1300 offers over 3 campaigns so we know accommodation providers are benefitting demonstrated by their enthusiasm to participate Special offers are the only way to counterbalance our competitors particularly in the ROI and increase our market share make sure you re involved

30 Destination PR Part of the fully integrated approach Underpins all the campaign work and ensures the NI message is constantly in the press Opportunities to get involved include event listings which we distribute to the NI and ROI press, donating competition prizes for placement in press where your property may be featured, hosting media fam trips and press releases

31 Ten things to do

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35 PR opportunities Press releases Press visits (fams) Placement of competitions Ten things to do NITB Dublin Office Sales and Marketing Potential for attendance at Consumer Shows Bloom, Dublin Horse Show, Shopping Centres etc Attendance at specific Trade Events - e.g. ROI Great Days out for Groups Monthly ezines provide content & competitions Updates to Tour Operators and Group Organisers

36 International Media Fams Work with our partners Tourism Ireland to host international media Hugely successful partnership 523 media hosted in NI in 2013 NITB organise all the ground arrangements Opportunities to get involved in terms of hosting through accommodation, tours, activities and meals

37 Turner- Sunday Times

38 Beckett New York Times

39 Modern Weekly

40 Discovernorthernireland.com 3.2 million visitors in 12 months Average time on site 3:16 minutes Top Content: -Accommodation finder & special offers -To do section: attractions and activities -Events section Ensure details of your business and/ or special offers are featured to access these 3.2m customers

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44 Social Media Facebook 120,000 likes Twitter 35,000 followers YouTube 830,000 video views per year Pinterest/Instagram/Google+ 83,000 followers Typical monthly reach of posts: 3.3million people 1.5million social engagements per year

45 Digital Marketing Opportunities Facebook Offer of the week, Photos Twitter & Instagram Engage with #DiscoverNI Competitions Provide Prize Packages Marketing Offers & Content Blogs - Supply feature ideas & copy Online Ads Collaborate on Placement Opportunities Other Creative Solutions - to digital@nitb.com

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47 Accommodation Features

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49 Competitions Typical Reach k, Typical Entries 3k

50 Marketing Database of 80k Regular newsletters & deals s

51 Summary NI & ROI markets are closest to home and biggest potential for your business with the least effort Use the NITB opportunities to grow your business But also vital you identify your own unique selling point and find your own routes to market depending on the nature of your business Use the toolkit to help you do this NITB are here to help you

52 Thank you