Marketing Plans 2020 Mainland Europe - Tourism Ireland€¦ · FR IAE Campaign. 2.9mn Europeans...
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Mainland Europe Marketing Plans 2020
Transcript of Marketing Plans 2020 Mainland Europe - Tourism Ireland€¦ · FR IAE Campaign. 2.9mn Europeans...
Mainland Europe
Marketing Plans 2020
Europe 9 year growth slows in 2019
3.7Mn in 2018 +/- 0-1% for 2019
40% of all bed nights
37% all holiday makers40% regional holidaymakers
33% all holiday spend
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2010 2011 2012 2013 2014 2015 2016 2017 2018 2019h1
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REFERENDUM
Holidaymakers to IOI
Germany France
Access into Ireland
166,300 Seats p/w
IOI Access Summer ‘19
+5%
114,687 Seats p/w
IOI Access Winter ’19/20
-3%
10,000 paxweekly + land bridge
New – Summer ‘20
Marseilles – Dublin
Paris – Shannon
Paris – Cork
Barcelona – Shannon
Vienna – Shannon
Amsterdam – Cork
2.9mn Europeans visit the regions – lead focus in 2020
FR IAE Campaign
2.9mn Europeans visit the regions – lead focus in 2020
DE WAW Campaign
Aer Lingus DCO Campaign 2019
2020 – Focus on regional growth
WAW integrated campaigns Noc -Snn-Kir -Ork
28 regional carrier coop campaigns in the planning
2020 – Focus on regional growth
Twinning Partnerships–
Aligning regions with market passions
Connemara & Islands
Mayo/Sligo
Dingle Peninsula
Cork City & Harbour West Cork
Boyne Valley
And provide routes to market for new experiences
Our Q1 /Q4 activities drive off season visits
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2016 2017 2018 2019
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European Arrivals
Q1 Q4
+39%2016-2018
+22%2016-2019
Europe 2020
Kickstart – Dec 19
DE/FR/BeNe
All mkts – online
OOH IT/ES
Coop BeNe/IT/ES
Trade reassuranceCampaigns – All
Luxury
Europe 2020
Brand awareness DE Brand awareness FR Trade & Media - All
ARTE Food Connemara
2020 Publicity & PR already bearing fruit
Hessen TV Burren, Galway
Mediaset Italy – Oltre le Confine
Bloggers and influencers
2019
€106mEAV
2020 Greenings will drive ‘Green Tuesday’ offers
Sustainable tourism -Nordics-
CMT, ITB, IFTM, IMEX
Platforms to facilitate your sales
Trade Workshops Regional Roadshows
Gold, silver & bronze packages
Luxury events Sales Missions
www.tourismireland.com/industryopportunities
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2020 Europe Calendar
Sustainability program - Nordics
Trade & Salesfacilitation
CMTStuttgart
Nordics Roadshow
ITBBerlin
Irlande en FranceRoadshow
Meitheal/MTB
DE sales missions
Business Breakfasts Nordics
IFTM (FR) Trade fair
Ierland dayAms/Bru
TTG (IT)Trade fair
Offenbachworkshop
Co-Op with Carriersease of access
Co-Op with OperatorsConversion focus
Co-op with Carriers conversions
Co-op with Operatorsconversions
Co op
Brand activity FR-DE AV/ Digital
Car touringBeNe
Digital Brand ES/ITAwareness
Brand activity DEAV/ Digital
City breaks All marketsDublin +, Puca, Tradfest
NYFDigital
Brand
WAW DEbrand awareness
IAE FRBrand awarenessExperience Brands
Publicity/Social Publicity, PR & Influencer activity – Online, Offline, SocialGREENTUESDAY
Press events IT/ES/DE
Twinning - Boyne Valley/Sligo/Mayo/Connemara/Dingle/Three heads/Cork/Kinsale
Trade activity – Fams. Webinars, partnerships with Trade partners, Trade communications, sales calls….Business Development
Social media, Search, Paid Content seeding, Consumer Journey Management, Ireland.com, e-mail marketing. Cons. engagement
Thanks from Team Europe
8 offices | 13 markets | 57 team members
