Failte Ireland Sales Connect Great Britain Overseas Publicity

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1 GETTING ACTIVE IN THE GB MARKET

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Fáilte Ireland and Tourism Ireland provide a range of promotionalopportunities, many at little or no cost. Be sure to get involved.

Transcript of Failte Ireland Sales Connect Great Britain Overseas Publicity

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GETTING ACTIVE IN THE GB MARKET

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4) Free Publicity: A great media article or blog post about

Ireland and your business can help provide the inspiration

for someone to decide to take that trip to Ireland! Fáilte

Ireland and Tourism Ireland operate an extensive publicity

programme in the GB market. They engage with media

contacts every day so send your story to the Fáilte Ireland

Publicity team and to Tourism Ireland via the ‘Have you

got a story to tell?’ application on www.tourismireland.

com/industryopportunties and Tourism Ireland will tell the

media via the Media Room and their regular news releases

and meetings with journalists. If you have a Dublin based

business and your target market falls into the Social Energisers

segment or Culturally Curious segment, you should also send

updates to the Visit Dublin team, visitdublin@failteireland.

ie for inclusion in both their media update newsletter and

consumer e-zine linked to www.visitdublin.com

5) Search Engine Optimisation: To make the most of your

investment you could ‘piggyback’ on the activities of Tourism

Ireland. For example, the Irish Open is held every year and

Tourism Ireland in conjunction with Fáilte Ireland uses this

opportunity to grow interest and raise awareness of golf

holidays in Ireland. To leverage this you could develop

special packages for promotion on www.discoverireland.com*

(*from Dec. 2012 new website www.ireland.com/gb). You

can build on this opportunity by updating the content on

your website to include the ‘Irish Open’, ensuring that the

content is tagged for SEO purposes. When potential visitors

search for ‘Irish Open’ it is more likely that your website will

appear high up on the search engine results page (SERP).

GETTING INVolVEd - oppoRTuNITIEs foR IRIsH INdusTRyFáilte Ireland and Tourism Ireland provide a range of promotional

opportunities, many at little or no cost. Be sure to get involved.

1) Free listing in TCS (Tourism Content System): The call to action

for all campaigns in the GB market is www.discoverireland.

com* (*from Dec. 2012 new website www.ireland.com/gb)

where details of your business can be found. Ensure that

your listing on the Fáilte Ireland TCS is optimised as this

database is used on discoverireland.com. Email weblistings@

failteireland.ie for more details.

2) Free listing of experience based offers: Develop your

experience based offers that are tailored to suit the needs of

the GB market and supply them to Fáilte Ireland and Tourism

Ireland for inclusion in itineraries via the Industry Opportunities

website www.tourismireland.com/industryopportunities.

3) Premium placement in e-zines: A promotional slot on

the Tourism Ireland e-zine that goes to 200,000 potential

customers. Cost: €100 + vat.

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GET INVolVEd wITH THE oVERsEAs puBlICITy pRoGRAMMEIn 2011 Fáilte Ireland and Tourism Ireland worked together to

secure coverage for the island of Ireland in 1,700 media items

in GB (with an equivalent advertising value of €139 million)

including a dedicated campaign around the visit of Her Majesty

Queen Elizabeth II.

Involving yourself in publicity activities is an easy and inexpensive

way to get your product known. There are many ways to

get involved:

Media visits

Itineraries for media visits are organised by Fáilte Ireland

Publicity Department. Send information on your business

and new products to Fáilte Ireland for inclusion in media

itineraries, where appropriate. See below for contact details.

Tourism Ireland’s ‘Media Room’ provides British Journalists

with up to date information about what’s happening

in Ireland. The site will profile the main events taking

place in Ireland as well as any interesting stories that

are appealing to the GB press. Journalists who sign up

to the site will receive regular updates, keeping them

informed about all things in Ireland. By sending your

press releases to Fáilte Ireland and Tourism Ireland

publicity teams, your story could appear on the Media

Room, depending on its relevance to the GB market.

For more tips and advice on getting publicity coverage

for your business visit www.failteireland.ie

Press releases and bulletinsSend information on new products and developments or even new

angles on existing products to Fáilte Ireland and Tourism Ireland

via the industry opportunities website, www.tourismireland.com/

industryopportunities, for potential inclusion in press releases

and press bulletins.

Competition prizesIf you wish to supply competition prizes for media promotions

use the contact details below. A prize is often a good way of

securing editorial coverage and additional value can also often be

negotiated. Opportunities vary, but if you register your interest

Fáilte Ireland and Tourism Ireland can contact you as they arise.

Fáilte Ireland Dublin Publicity Contacts

Rory Mathews

[email protected]

Tel: 01 884 7156

Tourism Ireland Publicity Contacts

London - Coman Kenny

[email protected]

Tel: +44 207 518 0800

Dublin – Emma Gorman

[email protected]

Tel: +353 1 476 3424

Fáilte Ireland has developed a full suite of business supports

to help you get your message right for the GB consumer. Make

sure to visit www.failteireland.ie before you communicate

to make sure your message resonates with the GB consumer

and you make the most of these opportunities.

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fAMIlIARIsATIoN (fAM) TRIps foR GB TRAVEl TRAdEIn 2012, Tourism Ireland invited over 110 GB travel agents and

tour operators to Ireland to offer them first hand experience

of Ireland’s diverse tourism products. Their itineraries are

organised by Fáilte Ireland. You can get involved by hosting

visits from overseas trade partners which will give existing or

potential overseas trade partners an opportunity to sample

your product. If you are interested, please contact the relevant

contact listed below.

sAlEs CoNNECT GBSales Connect GB is an industry focussed business support which

has been developed to enable you to better understand, target

and grow your business from Great Britain (GB). It provides new

and unique insights into GB visitors and offers a range of practical

supports and advice for you. The tools and supports have been

developed specifically with the GB consumer in mind, and can

help you to develop your own bespoke plan for attracting visitors

from GB. Details on the full range of dedicated on and offline

business supports such as Web Internationalisation, Mobile

Readiness, Bundling for GB can be found on www.failteireland.

ie or contact your local Fáilte Ireland office to find out more.

Fáilte Ireland Contacts for Trade Fam Trips

Rory Mathews

[email protected]

Tel: 01 884 7156

Tourism Ireland Trade Contacts

Miriam O’ Connell – Industry Activation Manager

[email protected]

Tel: 00 44 20 7518 0803

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TRAdE ANd CoNsuMER pRoMoTIoNsOverseas Promotions

Fairs, workshops and events are an excellent opportunity for the

Irish industry to meet face-to-face with British tour operators,

travel agents, consumers and travel media.

Each year Fáilte Ireland and Tourism Ireland participates in over

20 trade and consumer promotions in Britain.

These are made up of a mix of -

• TradeOnlyEventse.g.WorldTravelMarket;BOBI(Bestof

Britain and Ireland)

• ConsumerShowse.g.GoodwoodRevival

• DedicatedIrelandPromotionse.g.ShoppingCentrePromotions

• BusinessTourismEventse.g.VenueandEvents;CONFEX

• GolfSpecificEventse.g.TheOpen;GolfLive

All fairs, workshops and events are featured on www.tourismireland.

com/industryopportunities. Republic of Ireland industry can

register via Fáilte Ireland on www.promotionsireland.ie.

In-Ireland Promotions

FáilteIrelandandtheNITBorganisetheworkshopeventsand

arrangements on the island of Ireland. These are generally

organised on the ‘workshop’ model, and allow the Irish industry

to meet ten or more potential buyers in one day, without the

expense of overseas travel. The biggest of these in-Ireland annual

eventsareMeitheal(RoI)andMeettheBuyer(NI)whichusually

takes place in April each year giving industry partners on the

island of Ireland the opportunity to meet with approximately

240 travel trade buyers from 23 countries over a number of days.

Other in-Ireland workshops are organised annually in different

locations throughout Ireland.

In the Republic of Ireland recruitment for overseas and

in-Ireland promotions is done by Fáilte Ireland via

www.promotionsireland.ie, so register your interest to keep up

to date with opportunities and listings.

For tips and advice on attending sales missions and doing sales

calls overseas see www.failteireland.ie

4Getting Active In The GB Market

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