Autumn Campaign 2011
Highlights of Tourism Ireland’s autumn campaign around the globe include:
Over 18 million to see TV advertising
Tourism Ireland’s autumn TV advertising campaign will run until mid-October, reaching up to 18.5 million potential GB holidaymakers, conveying fun, friendliness and great things to do and see on a holiday here; channels include ITV 1, 2 and 3, Channel 4 and a range of satellite channels.
Click here to view the "Skellig" TV ad
Click here to view the "Causeway Coast" TV ad
16 million to hear radio features
Over 16 million people around Britain have been hearing radio ads highlighting city breaks in Dublin and Belfast and placing the spotlight on festivals, music, literature, living culture and Titanic. Activity also includes radiotorials (radio interviews) with Mariella Frostrup promoting the Dublin Festival Season as well as full-page advertorials in The Guardian Guide.
Click to hear one of the Dublin radio ads
Click to hear one of the Belfast radio ads
Extensive online campaigns
Millions more are seeing Tourism Ireland’s online campaign which runs to the end of November on a mix of lifestyle and travel websites, including The Guardian, Daily Mail, Lonely Planet and AOL.
Making it easier to get here
Tourism Ireland is working with Aer Lingus in London, Manchester and Birmingham highlighting the Dublin Festival Season through joint press and radio advertising. Campaigns are also running with Ryanair in key national and regional newspapers and through direct marketing to 2.4 million Ryanair subscribers in Great Britain. Tourism Ireland is also co-operating with popular travel websites including hotelbeds.com, bedsonline.com and hotelopia.com.
Click here to hear one of the Aer Lingus co-operative ads
Influential British coach and group tour operators were brought here in September and October to meet with representatives of the tourism industry at workshops where they negotiated for their 2012 programmes.
Tourism Ireland and around 60 Irish tourism businesses from around the island of Ireland will mount a significant presence at World Travel Market in November. WTM is the largest B2B event in the global travel and tourism calendar, attended by almost 50,000 travel trade and 3,000 influential international media.
9 million listeners a week have been hearing radio ads in Boston, New York, Philadelphia, Chicago and Los Angeles this autumn.
Click here to hear one of the US radio ads
Print and online advertising
An additional 26 million people have seen print ads in travel and lifestyle magazines, and extensive online advertising is running on high profile travel websites such as Travelocity, Kayak, TravelZoo and Luxury Link.
TV ads are airing on NBC Sports, promoting next year’s Notre Dame and Navy clash at Dublin’s Aviva Stadium, to ensure as many fans as possible travel here for the game; the ads are appearing during six Notre Dame games from mid-September to mid-November in the New York, Boston and Chicago areas. Online ads also feature on the TV station’s website.
Co-operative promotions are under way with Aer Lingus, US Airways, Delta Vacations and Continental Vacations to push fall/winter travel to Dublin, Belfast and Shannon from key gateway cities and feeder cities in the US; this co-operative activity includes print and online ads, direct marketing to the airlines’ frequent flyer databases and in-flight media programming.
Publicity worth an estimated $12 million will be generated as a result of Ireland’s inclusion in the Golf Channel’s popular reality show Big Break, which launched on September 20 and is running for ten weeks, reaching 182 million golf fans around the US.
Business and consumer events
The packed programme of B2B events in the US includes presentations and sales calls by tourism partners from around the island of Ireland to over 300 top travel agents and travel and lifestyle journalists. Industry partners also joined Tourism Ireland recently at the AARP Life@50 show in Los Angeles. And 20 partners have joined Tourism Ireland at the new IMEX America (International Meetings and Events Exhibition) promotion in Las Vegas in October.
A co-operative ad campaign with Aer Lingus is running in newspapers around Europe, highlighting attractive autumn airfares to Dublin and great reasons to visit, including the Dublin Festival Season. In Frankfurt and Berlin alone, this campaign is targeting 3.25 million readers living in and around those cities; and in France, the campaign will reach over 1.5 million people in Paris and Lyon. Ads in conjunction with Aer Lingus are also reaching millions of French consumers on several Paris radio stations this autumn.
Co-operative promotions with Ryanair in France include print ads highlighting great reasons to visit the west of Ireland, such as walking, surfing, fishing and golf; the west is also the featured destination on the Ryanair website in France this autumn.
Co-operative activity with Irish Ferries includes a familiarisation visit to Ireland for French group tour organisers; and Tourism Ireland is working with SAS and with Norwegian Airlines in Scandinavia on direct marketing to frequent flyer databases and business tourism contacts.
An online campaign, highlighting Dublin, Belfast and Cork as fantastic city break destinations, is running on key travel and lifestyle websites in our main European markets.
15 Irish tourism partners participated in Tourism Ireland’s three-day sales blitz in Copenhagen, Oslo and Stockholm, meeting and doing business with influential travel trade and media contacts in the Scandinavian capitals.
In Italy and Spain, Tourism Ireland is targeting the EFL (learning English as a Foreign Language) sector through social media and activity on websites popular with 18-30 year olds.
Business 2 business workshop
29 influential coach tour operators from France, Germany, the Netherlands, Belgium and the Nordic region participated in our B2B workshop in Ireland, with good networking opportunities for tourism industry partners from around the island of Ireland.
Australia and Developing Markets
Industry partners from around the island of Ireland are joining Tourism Ireland for our sales missions to India, China and Japan this autumn, taking advantage of the opportunity to meet with key travel trade and media in those countries, through a programme of workshops and sales calls.
In China, Tourism Ireland has undertaken a co-operative online campaign with Bord Bia, targeting approximately 100,000 Chinese consumers with messages about our superb food and spectacular scenery.
Our "Flavours of Ireland" event in London brought over 135 influential GB-based incoming tour operators to a workshop with over 70 Irish tourism partners.
Our "New Markets" workshop and familiarisation trip will take place in Belfast in October, when tourism providers will have the opportunity to network and do business with key travel agents and tour operators from countries like India, China, Japan and South Africa.