Scaling New Heights — Monday, 30th November 2015

Great

Britain Vanessa Markey – Head of GB

+11%

4.1m

Web Visits

Jan-Oct

ireland.com

340,000

‘warm’

Email

addresses

€7.1m

EAV

63,000

Twitter

Followers

427,000

Facebook

Fans

(CSO – Jan- Oct)

• Awareness sustained but we may be “riding the wave”

• Poor understanding of “things to see and do”

• Conversion intercepted by competitors

• Perception of Ireland positive but advocacy low

• SOV and budget reducing

Drive Awareness Drive Consideration Drive Conversion Drive Advocacy

SOCIODEMOGRAPHICS

Average Age: 47

(46% between 45 - 64)

(139 Index 45 -54)

60% Female / 40% Male

Population: 2.6 Million

64% ABC1

Average HH income: £40k

SOCIODEMOGRAPHICS

Average Age: 36

(43% between 20-34)

(221 Index 20-24)

51% Female / 49% Male

Population: 2.8 Million

58% ABC1

Average HH income: £34k

65 35 CULTURALLY CURIOUS/

GREAT ESCAPERS SOCIAL ENERGISERS

Cooperative Marketing Online partnerships

Email Marketing

Digital Engagement Units

Campaigns with Golfbreaks and

Your Golf Travel:

TV

Blogs

Social media

Results of sample campaigns:

10,190 golfers visits to the

Island of Ireland

£2.2m+ revenue YTD

Workshop & Fam Dublin 2015

The Meetings Show

Ireland Meets The North England

Ireland Meets The West End 2015 Association Conference

Celtic Connections, Glasgow, January British Tourism &

Travel Show (BoBi),

March

Workshops,

Meitheal & Meet

the Buyer, April

GB Coach & Group

Fam & Workshops,

September

Largest Trade Show in the

World

50,000+ delegates attended

representing 186 countries

80+ Irish Industry

5 Irish Industry at ILTM

@WTM

Launch of Ireland’s Ancient

East

New for 2016 – 3 day event

20 Co-Operative Campaigns in 2015

with GB operators

Goodwood Members Meeting – March

20,000 attendees

Royal Highland Show – June

170,000 attendees

Goodwood Revival – September

150,000 attendees

Classic Motor Show – November

65,000 attendees

Urban Breaks

South and East

2016

Register Today

Consumer Promotions

Co-operative Marketing Offers on Ireland.com

Network with GB Trade

Digital Opportunities

B2B Shows

Thank

You.

Questions

& Answers