Marketing Plans 2019 EMERGING MARKETS
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1 Marketing Plans 2019 EMERGING MARKETS
2 China James Kenny Marketing Manager China
3 2018: Year of Growth & Achievements for EM - China British-Irish Visa Scheme 7.6m Publicity EAV 35m Social Connections Visitors +43% +100% Access ,250 Industry & Trade opps 8,660 Ireland.com visits IOI Other Areas % change 2018 v 2017
4 2018 Activity
5 Building the Brand Digital Campaign on Mafengwo Impressions: 45,000,000 Clicks: 200,000 VIVO & National Geographic Images in Cities Impressions: 560,000,000 Discussions: 455,000 PR Campaign with SUGAR Impressions: 12,000,000
6 Building the Brand Global Greening Landmarks 9 Cities across China
7 Building the Brand Inaugural Flight Launch PR campaigns with CX and HU Total EAV generated: EUR 2,143,352
8 Regional Growth Total number of media visits in 2018: out of 12 visited regions outside Dublin and Belfast 6 visited less known regions of Ireland for Chinese audiences such as Mayo, Sligo, Donegal, Derry/Londonderry etc. Total number of trade visits in 2018: 5 5 out of 5 visited regions outside Dublin and Belfast 3 visited less known regions of Ireland for Chinese audiences such as Donegal, Mayo, Derry/Londonderry etc
9 Regional Growth 2018 Meitheal + MTB Trade FAM Inaugural Media FAM with Hainan Airlines Vivo + National Geographic Media FAM
10 Season Extension Coops with Hainan Airlines to promote low season Social Media Campaign with HU Tourism Ireland Developing Markets - Draft Business Plan 2018
11 Season Extension Leverage festivals to promote off-season offerings St. Patrick s Day Halloween in Derry/Londonderry
12 Opportunities for Conversion China Sales Mission ITB Shanghai Joint Promotion with Qatar Airways Joint Promotion with Etihad on Ctrip
13 2019 Activity Sales Mission - Beijing, Shanghai, Chengdu, Guangzhou Screen Tourism - GoT ITB China, Shanghai Digital We Chat / Sina Weibo Direct flight promotions for Beijing and Hong Kong Co-Op with trade partners, (Ctrip, Tuniu, OTAs ) etc Trade and Publicity FAM trips SPD Greenings and events Tourism Ireland Marketing Plans
14 Industry Opportunities China Sales Mission 6-10 May - ITB China May 2019 (Shanghai) - Keep in touch on our Industry Opportunities site Tourism Ireland Marketing Plans
15 Awards Marketing, Gold CTW Reward 2018 The 2018 Chinese Tourist Welcome (CTW) Awards 2018 Goldfinger Award of China Event Industry The Most Influential MICE International Destination
16 The Gulf India Japan Aisling McDermott Marketing Manager Middle East & Asia
17 Visitors 2017: 71, : 80,000 *target +10% Publicity EAV 2018: 1.3 million 2019: 1.5 million *target Gulf Countries Web Visits 2018: 41, : 60,000 *target Publicity Reach 2018: +39 million 2019: +50 million *target
18 Visitors 2017: 38, : 42,000 *target +10% Publicity EAV 2018: 2.8 million 2019: 2.1 million *target India Web Visits 2018: 80, : 85,800 *target Publicity Reach 2018: +645 million 2019: +710 million *target
19 Visitors 2017: 24, : 28,000 *target +10% Japan Rugby World Cup 2019
20 Factors Influencing Growth +60% Access Direct flights per week 5 Flights per day
21 Factors Influencing Growth Factors Influencing Growth Visa free travel for UAE nationals Visa free travel for Japanese British Irish Visa Scheme (BIVS) for Indians Irish Visa Waiver for other Gulf countries
22 Building the Brand
23 Ireland Visa Free for UAE Nationals Publicity SPD Greening Engage New Travel Trade Digital Campaigns Media Fam Trips
24 Ireland visa free for UAE Nationals From 31 st January 2018
25
26 CRICKET Former cricketer Ajay Jadeja filmed 10 videos during India-Ireland cricket games that aired on national TV to an audience of 44.5m Niall Gibbons s live interview was aired on Sony Six to over 255m viewers BOLLYWOOD Bollywood star Priyanka Chopra filmed in Quantico Season 3 in Ireland She has 30m Instagram and 38m Facebook followers
27 INSERT: Ajay Jadeja video promoting Ireland Priyanka Chopra Quantico video promoting Ireland
28 Publicity
29
30 St Patrick s Week March 2018
31 Japan
32 Regional Growth
33 Extended Itineraries Golf Packages Travel Trade Fam Trips Ireland Specialists Training
34 Guinness, Golf and Oysters Gathering 17 th March 2018
35 Ireland Specialists Mega Fam 29 th April 2 nd May 2018
36
37 Season Extension
38 Trade & Airline Co-op Campaigns Business Tourism & MICE School Tours
39
40 Dnata Travel Co-op Campaign March - June 2018 Dnata Travel Campaign +65% bookings 1 million revenue
41 Emirates Airlines Co-op Activity 16 th May 2018 Emirates Ireland Campaign +19% bookings 300k revenue
42 Etihad & Hertz Ireland Campaign +14% bookings
43 INSERT: Etihad Radio Ad English & Arabic
44
45
46 INDIA BUSINESS TOURISM MICE business increased +28% ytd 2018 versus last year Groups of pax Travel off-peak Stay 3-4 nights Dublin, Galway, Cork, Kerry and Limerick
47 Opportunities for Conversion
48 India & UAE Sales Mission 2019 Press Releases Ezines Trade Webinars Fam Trips & Networking Events Meitheal
49 India & UAE Sales Mission th January 5 th February
50 Qatar Sales Mission 5 th 8 th March 2018
51
52 ICC Cricket World Cup th May 14 th July in England and Wales Key Matches: 9 th June: India v Australia 16 th June: India v Pakistan Work with travel trade to include Ireland on itineraries during the Cricket World Cup (BIVS) Work with UK-based DMCs specifically targeting Indian business
53 UK & Ireland Inbound
54 UK & Ireland Inbound 2018 Flavours of Ireland Island of Ireland Suppliers 60 GB & Ireland Buyers Britain & Ireland Marketplace Island of Ireland Suppliers 81 GB & Ireland Buyers Explore GB Island of Ireland Suppliers 300 Global Buyers from 40 Countries
55 UK & Ireland Inbound 2018 Meitheal GB & Ireland Companies Attended UK & Ireland Inbound FAM Trip September 2018 Over 25 GB & Ireland Buyers Attended
56 UK & Ireland Inbound th January th 10 th May nd October 2019 UK & Ireland Inbound Buyers
57 For more information on opportunities in all markets visit: TourismIrelandIndustryOpportunities.com
Marketing Plans 2019 EMERGING MARKETS BELFAST
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Tourism Ireland Marketing Plans 2018 Developing Markets BELFAST
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