Extensive first half Campaign drives Tourism for the Peak - Great Britain
Some highlights in Great Britain:
- Almost 20 million British people will see 'Jump into Ireland' TV ads this year
- More than 6 million will see our cinema ads
- 14 million will see our outdoor campaign
- Our Diaspora campaign will target the 6 million Britons who claim Irish descent and encourage them to 'come home'
- Golf, business tourism, e-marketing and social media activities, promotions like the 'Best of Britain & Ireland' and a series of sales blitzes across Great Britain are keeping the island of Ireland front of mind for potential travellers
- Positive publicity of at least €70 million will be generated by Tourism Ireland in Great Britain this year
First Half Advertising Blitz
Tourism Ireland’s new ‘Jump into Ireland’ advertising campaign kicked off in Britain in January. The TV campaign – which will reach almost 20 million potential British holidaymakers this year, on a mix of channels which include ITV, Channel 4, Channel 5, Sky 1 and satellite channels – conveys a sense of playfulness and reflects the immersive nature of a holiday here with iconic experiences and warm, friendly people.
Cinema & Outdoor Advertising
Almost 6 million cinema-goers in Great Britain will also see the new ads; which have already been screened before blockbusters such as The Iron Lady, War Horse and The Descendants.
A further 14 million people in Britain will see Tourism Ireland’s outdoor ads this spring in busy, high-impact locations in London, the South East, Manchester and Scotland; and our online campaign will also be seen by millions of British consumers.
Targeting the Diaspora
An estimated six million people in Britain claim Irish descent. Tourism Ireland is actively reaching out to the Diaspora, inviting them to visit in 2012 and rediscover their roots. Tourism Ireland participated in the popular "Who Do You Think You are" show at Olympia in London. Partners included Ancestor Network, Clans of Ireland, Clare Heritage and Ordnance Survey of Ireland. Genealogist Helen Kelly provided genealogy services for visitors to the stand. Promotions through Irish-related media (e.g. Irish Post, Irish World) and co-operation with the Federation of Irish Societies will also take place this year.
The Gathering Ireland 2013
Tourism Ireland will place particular focus this year on highlighting The Gathering 2013 to those people in Great Britain who feel linked by family, friends or otherwise to Ireland.
About 109,000 Facebook fans are following Tourism Ireland in Great Britain (over 660,000 fans worldwide) to learn more about Ireland. Tourism Ireland also has Twitter accounts in 12 countries, with more than 2,000 followers in Britain (@GoToIrelandGB) at the last count. Promotions through social media allows Tourism Ireland to demonstrate the fun and friendliness for which Ireland is renowned and help differentiate the island from domestic destinations within Great Britain.
Tourism Ireland’s publicity drive continues in 2012, targeting national and regional print, broadcast and online media (including prominent bloggers) throughout Britain, with positive stories about the island of Ireland. Our publicity push got off to a great start this year, with millions of viewers tuning in to a series of five one-hour programmes about the train journey from Dublin to Derry in Great British Railway Journeys with Michael Portillo, which aired on BBC2.
Up to 250 travel and lifestyle journalists from top media outlets will be invited to visit the island of Ireland this year, to write or broadcast about it on their return home. Tourism Ireland’s publicity programme in GB generated positive coverage worth almost €70 million in equivalent advertising values last year; this is being stepped up for 2012.
Regional touring and longer-stay holidays
Regional touring and longer-stay holidays are a major focus in Great Britain again this year. Tourism Ireland is highlighting the kind of iconic experiences available across the island, which differentiate us from domestic holidays in Great Britain. Research confirms that visitors who come here by car, or who hire one while here, tend to stay longer and spend more. Tourism Ireland will also undertake campaigns promoting great value city breaks.
Co-operative marketing with airlines and sea carriers is also a vital element of our promotional activity. Investment in co-operative promotional campaigns with air and sea carriers helps drive demand for routes to a wide range of national and regional airports and ferryports.
Working with the GB travel trade
Our trade promotions programme in 2012 will include:
- Familiarisation visits to Ireland for influential group and coach operators, to increase their knowledge and make it easier for them to promote and sell tours to the island of Ireland. While here, they will participate in workshops with island of Ireland-based industry contacts who will have an opportunity to sell their products and services direct to them
- Travel trade training programme for over 1,000 Ireland-specialist travel agents
- Travel trade press advertising.
About 40 island of Ireland tourism industry partners joined Tourism Ireland at the ‘Best of Britain and Ireland’ travel trade show at the NEC in Birmingham, on 14 and 15 March. Leading GB coach operators and group travel organisers, as well as key media contacts, attended.
'Home of Champions'
Tourism Ireland is capitalising on the excellent publicity surrounding our top golfers such as
Rory McIlroy, Darren Clarke, Graeme McDowell and Pádraig Harrington, particularly in the run-up to the Irish Open at Royal Portrush. Activity to promote golf in 2012 in Great Britain will include:
- ‘Time to Play’ press, online and outdoor advertising in support of co-operative campaigns with leading online golf tour operators such as golfbreaks.com
- Advertorials on golf in a variety of popular publications and supplements
- Tourism Ireland stands and promotions involving island of Ireland industry partners at Golf Live at the London Golf Club in Kent, and the BMW PGA Golf Championship at Wentworth (both in May).
Corporate meetings and association conferences are the focus of Tourism Ireland’s business tourism promotions in GB in 2012. Participation at events like Confex in March and Venues & Events in September, as well as presentations, workshops and familiarisation visits for influential corporate meetings buyers, will be the mainstay of the activity, providing effective platforms for industry partners to ‘close the sale’.
St Patrick’s Day
St Patrick’s promotions took place in Glasgow, Manchester, Birmingham and London to capitalise on this unique opportunity to put Ireland in a positive publicity spotlight. Email marketing around St Patrick’s Day targeted about 2 million potential holidaymakers around GB, encouraging them to come and sample some of our other festivals and events this year.
Major sites ‘go green’
In Britain, the London Eye went green once again and was joined by the Glasgow Eye, Selfridges department stores in London and Birmingham, the Town Hall in Manchester, the Clyde Auditorium (the Armadillo) in Glasgow and The Hub and the Camera Obscura in Edinburgh. And, a flock of sheep in West Lothian, Scotland, donned green fleece for the day!
Leading online travel agencies also got in on the act: the homepage of lastminute.com in GB was ‘greened’ for three days (16-19 March); ebookers promoted some of their Ireland offers on five specially ‘greened’ London taxis; and Opodo sent a ‘Happy St Patrick’s Day’ email with Ireland holiday offers to its database on 17 March.
St Patrick’s Festival
Tourism Ireland and industry partners promoted holidays and short breaks at the St Patrick’s Festival in London, with Ireland ads running on a big screen at Trafalgar Square.
Leaders of the Irish community living in London, as well as top travel trade, business tourism and media contacts, came together in the Palace of Westminster, at a Tourism Ireland reception to celebrate St Patrick’s Day.
Ireland promotions at Twickenham
Millions of people in Britain and elsewhere around Europe who tuned in to watch the England v Ireland rugby match at Twickenham in London on 17 March saw Tourism Ireland’s pitch-side advertising.