We’re increasing our marketing investment in Britain by +30% in 2011 in order to return the market to growth. We’ll have a year-round presence on TV, radio, online and on social media. The television campaign kicks off on 7 March and runs through to June and from August to October. It will air on ITV, Channel 4 and other stations to reach over 17 million potential holidaymakers.
Our publicity programme will deliver positive coverage across all media worth in excess of €65/£53 million in advertising value.
Tourism Ireland will participate in St Patrick’s promotions in Glasgow, Birmingham, Cardiff and London. We will put the island of Ireland in the spotlight with live broadcasts from the Dublin parade and celebrity interviews syndicated to national and regional radio and TV programmes.
Highlights of Tourism Ireland’s programme to restore GB to growth in 2011:
17 million potential GB visitors will see our new TV advertising campaign on ITV, Channel 4 and other stations. It will run from early March to June and from mid-August to October and will convey the fun and friendliness of a holiday here and the great things to do and see.
Dublin & Belfast Campaigns
City break campaigns for Dublin City of Words and Belfast City of Music are under way right now through advertising, direct marketing and publicity. These campaigns will run again in August, September and October with emphasis on festivals, cultural events and on Titanic in the run-up to the anniversary in 2012. Other cities will also feature in co-operative marketing with air and sea carriers to promote value breaks from GB, particularly to regional airports across the island.
Click on the links below to hear the Dublin & Belfast radio ads
Regional & Longer-Stay
Regional touring and longer-stay holidays will be a major focus particularly for the summer season. TV and radio advertising, direct marketing and publicity campaigns will run from March to October, promoting the kind of iconic experiences to be found across the island that mark us as ‘different’ from domestic holidays in GB.
Co-operative marketing with air and sea carriers is also a vital element of the campaign. Investment in co-operative promotional campaigns with air and sea carriers will drive demand for routes to a wide range of national and regional airports and to ferryports.
Over 6 million people in Britain claim Irish ancestry. Activity to target them will include participation in the 'Who Do You Think You Are' exhibition in London in February; a follow-up to the ‘MyIrish140’ campaign on Twitter and Facebook, which last year attracted posts from MC Hammer, Boy George and Graeme McDowell; promotion through Irish-related media and co-operation with the Federation of Irish Societies on their 'How Irish are You?' campaign to encourage people of Irish extraction to record their ethnicity in the forthcoming GB census.
St Patrick's Campaign
Major sites including the London Eye will go green to mark St Patrick’s Day to focus attention on the destination and our intensive spring marketing drive. Tourism Ireland will participate in St Patrick’s promotions in Glasgow, Birmingham, Cardiff and London and put the island of Ireland in a positive publicity spotlight. Live broadcasts from the Dublin parade and interviews with Irish celebrities such as Roddy Doyle will be syndicated to national and regional radio and TV channels across GB.
Enthusing the GB Travel Trade about island of Ireland holidays and ensuring they promote the good value available here is also a focus in 2011. Activity will include workshops here for influential Group and Coach Operators, participation in key promotions like the ‘Best of Britain & Ireland Show’ in March and an extensive training programme for up to 1,000 top agents, as well as advertising in selected trade press.
Publicity will generate positive media coverage worth around €65/£56 million, in advertising terms. Print, broadcast and online media, including prominent bloggers, will be targeted with positive tourism stories. Advertorials involving Irish celebrities will run on BBC regional and top national radio stations throughout the year, bringing the holiday experience to life.
Online marketing throughout the year will target potential holidaymakers with value offers and attractive holiday ideas. Social media will help spread positive word-of-mouth about the destination and the experience. More than 32,000 GB Facebook fans and 1,000 Twitter followers keep up to date with holidays here.
Tourism Ireland will capitalise on the excellent publicity overseas following the announcement of North & West Coast Links as ‘European Golf Destination of the Year 2011’ and surrounding our top golfers like Pádraig Harrington, Graeme McDowell, Rory McIlroy and others in the run-up to the Solheim Cup at Killeen Castle, Co Meath, this September. ‘Time to Play’ will be the headline for press, online and radio advertising. Direct marketing will run in support of co-operative campaigns with Golf Tour Operators. Industry partners will participate at a special ‘Golf Live’ event at the London Golf Club, at the BMW PGA Golf Championship at Wentworth and at the RICOH Women’s British Open at Carnoustie.
The Northern Ireland experience will feature prominently in Tourism Ireland’s marketing in GB in 2011 with particular emphasis on Scotland and the North of England and areas with direct access links. TV, radio and online advertising and publicity will help bring the Northern Ireland holiday experience to life. Campaigns with air and sea carriers will highlight good value and ease of access. Belfast City of Music and Gateway to Northern Ireland, Titanic and Derry~Londonderry UK City of Culture will feature in campaigns at different points in the year. A Northern Ireland trade and media roadshow will be piloted in Glasgow at St Patrick’s Day.
Association Conferences and Corporate Meetings will be the focus, building on the successful launch of The CCD, which has also brought spin-off benefits for the island as a whole, and on Belfast's Waterfront Hall. Advertising in specialist corporate publications, email and direct marketing activity, as well as participation at events like Confex in March and Venues & Events in September, will be the mainstay of the campaign.