Marketing Plans 2019 UNITED STATES
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1 Marketing Plans 2019 UNITED STATES
2 Alison Metcalfe Head of North America & Australia
3 Importance of the US Market 67% are holidaymakers Long stay High spend Regional and seasonal dispersion opportunities Heavy users of premium accommodation & visitor services USA 2 nd largest source market USA #1 market Holidaymaker revenue 15% Total visitors 27% Revenue 22% Holidaymakers 19% Bednights
4 HOLIDAYMAKER Growth from USA
5 2018 Performance ahead of target & strong bookings pipeline Jan-Sept +12.9% (1.8M) Source: CSO An extra 213,400 visitors
6 N America Holiday Quarterly Performance / /12 Season Extension Strategy in action % 138% 77% 111% Jan-Mar Apr-Jun Jul-Sep Oct-Dec 0
7 Geographical Breakdown of US Visitors to Ireland MIDWEST 17% NEW ENGLAND 11% MID ATLANTIC 21% WEST 25% Sources: Failte Ireland Survey of Travellers (SOT) TNI / NISRA Northern Ireland Passenger Survey (NIPS) SOUTH 25%
8 Building on Success
9 Air Access a key driver of growth K o/w weekly seats 24 gateways USA +5% Canada +52%
10
11 Building sustainable Growth Activity highlights TARGET Culturally Curious and Social Energisers in 18 gateways CREATE Conditions for Sale - increase investment in TV & Digital SCALE UP & REACH new audiences CREATE more buzz -video,social,content INVEST in Partnerships with non travel brands INCREASE Digital PR /Influencer activity EXPAND focus on Luxury & Group travel
12 Building the Brand
13 Aligning media with key vacation planning moments Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Digital is Live January the media campaign will launch, aiming to reach people booking trips for summer TV is Live The average person books their trip 3-6 Months in advance Conclude TV media, continue Always On Tactics (including Online Video) in April and May, consumers will have likely already purchased/done research for summer vacation travel TV is Live At the start of the summer months, heavy up media, including flight 2 television to stimulate Fall travel Booking season slowing with bulk of fall travel planned Peak in holiday tourism; kick off 2020 media campaign Source: MRI 5
14 Expanded TV Campaign Coast to Coast Local Network Buy Prime time/premium programming 2 bursts - Q1 and Q3 Kickstart end Dec Chicago Philadelphia San Francisco Seattle Hartford Dallas Minneapolis Denver New York Los Angeles REACH 135M IMPS
15 Programming Highlights
16 2019 Golf Campaign Broadcast Sponsorship Custom Programming Golfchannel.com TV: 22million Digital: 5million
17 Hearst Digital Media Hero Partnership Million+ Total Impressions ANCHOR BRANDS 75% Culturally Curious 25% Social Energiser 2x Custom Content; 1x Video 3x Sponsored Edit 2x Custom Content; 1x Video 3x Sponsored Edit 2x Custom Content; 1x Video (5x Cutdowns) 3x Sponsored Edit Content Syndicated Content Syndicated SUPPORTING PLATFORMS SOCIAL CONTENT & DISTRIBUTION Out of Home in NYC 100+ft digital advertising window wall 1x Custom Content 3x Sponsored Edit 1x Custom Content 3x Sponsored Edit Tap into CC passion points with unique original content EXTENDED REACH 3x Vertical Videos 3x Posts 1x Carousel Amplification Retargeting In-stream midroll Utilize social and data for enhanced distribution Non-skippable :15 pre-roll across desktop and mobile; Banners to run across Hearst network targeted to custom audiences
18 Supporting Digital Partnerships 300+ Sites 25M Impressions Nurturing CC and SE audience based on their Passion Points Prioritizing video
19 Strengthening our Social Footprint LIVE CONTENT VIDEO UGC INFLUENCERS
20 Neiman Marcus: The Art of Travel Promotion Premier multi-tiered initiative combining luxury and travel under a unique, first-to-market campaign. DATABASE 3.4M INSTAGRAM 1.2M FACEBOOK 1M+ WEBSITE 4M weekly visits The Neiman Marcus Luxury Customer 1 in 3 customers have a total household income > $500k 31% have a total net worth of over $5 million 2 international annual vacations Over $21k spent yearly on travel and vacations Neiman Marcus store / window displays: Seattle Boston Denver Dallas San Francisco Beverly Hills 2 Marquee Events: New York Los Angeles Dedicated Ireland Promotion: Print Social Media Database Marketing Travel Hub on Niemanmarcus.com
21 Using Publicity to tell the Brand Story Broadcast Highlights
22 Targeted Media visits Tourism Ireland sourcing 200+ key US journalists to deliver standout for Ireland in top tier print, broadcast and online outlets.
23 A Day in the life of Ireland Digital storytelling with Steller Partnership with Steller App 20 key influencers Multiple channels and platforms Creating UGC: photos, video, text Steller Meet-up events US/Ireland Partnership with MyHeritage Path to Purchase/Live links
24 Regional Growth
25 Stimulating Regional Growth across the Marketing Mix Marketing All consumer engagement activities will focus on lesser know regions/attracitons Television Ads will focus on newly prioritized locations Paid Content Seeding and Search will be aligned to regional content and activities Marketing to TI Database will highlight the Regions of Ireland Social Media will support all activities including the television campaign content/locations Increased Focus on Group Travel to promote the regions Trade Education Webinars, E-Zines, Fams will promote regions & lesser known product experiences
26 Billy Condon VP Marketing, USA
27 Expanded Focus on Group Travel 2019 Alumni Museums Conservation Destination Weddings Cultural Organisations Faith Based Themed Tours Performing Bands & Choirs
28 Trade & Industry Familiarisation Trips March May September & October 10 x Music Directors 10 x Group Producers 10 Top Agents
29 Trade & Industry Monthly Trade Webinars & E-zine Reaching agents annually 8075 Travel Agents on TI Database 4 Ireland Partners each Webinar
30 Publicity - Cooking the Regions on PBS Tourism Ireland sponsorship of Nevin Maguire s Home Chef TV series January stations nationwide Reach: 14Million
31 Season Extension
32 Extending the Season across the Marketing Mix All consumer engagement activities will focus on season extension Highlight season extension in PR communications using festivals and events as a hook Fall campaign will be timed to drive off-peak fall / winter travel Airline Co-op campaigns to prioritise promotion of shoulder season Content and search to focus on promoting off-peak season.
33 Co-operative Marketing with Airlines & Operators
34
35 Highlighting Ireland s Festivals Programme Prioritise high profile experiential Festivals to showcase breadth of things to do and see in shoulder season St Patrick s Festivals Halloween Food Trad Fest
36 Increase content sharing across digital PR platforms ELECTRONIC PRESS KIT
37 Satellite Media Tour 2019 Satellite Media Tour Sligo Limerick Waterford Cork Social Content Series Facebook Live Destination Page & Top 20 Twitter Chat Tactical Offers
38 Opportunities for Conversion
39 Trade & Industry Engagement Luxury, High Spend FOCUS Best of Ireland Sales Missions x 9 Washington DC Atlanta Boca Raton Chicago Dallas Boston San Diego Beverly Hills Seattle Global Travel Marketplace Las Vegas Fort Lauderdale ILTM Consumer Milwaukee Irish Fest opportunities Stone Mountain Highland Fest, Atlanta Business Tourism IMEX America, Las Vegas Successful Meetings, New York Global M& I Travel Exchange, Park City Connect Marketplace, Louisville PCMA, Pittsburgh Golf Orlando PGA Golf Show IAGTO, Austin Webinars x 12 Fam Trips x 4
40 Driving Conversion: Turning more Lookers into Bookers Third Party Referrals 1 Million+ Target for 2019: Third Party Publishers Ireland.com Offers Social Media Tourism Ireland Newsletters
41 Trade & Industry Best of Ireland Sales Missions February 25 th 28th February Washington D.C Atlanta Boca Raton April 15 th 18 th Chicago Dallas Boston November 18 th 21th San Diego Beverly Hills Seattle 1,000+ Travel Agents & Media
42 Trade & Industry Global Travel Marketplace Events GTM West Las Vegas, NV May 9 th - 11 th 2019 GTM Flagship Fort Lauderdale July 26 th - 28 th 2019 B2B Appointments Virtuoso, Signature, American Express, Travel Leaders, Ensemble, AAA
43 Trade & Industry Partnerships with Luxury Consortia NEW for ,000 US member agents focus Luxury & Groups b Leading Luxury Network 9,000 travel advisors Signature 7,000 travel advisors US & Canada
44 Business Tourism Opportunities PCMA Convening Leaders, Pittsburgh Jan SMU International, New York Feb River X-Change, Danube Mar MII Super Fam & MICE Meitheal Mar/Apr Global Meeting & Incentive Travel Exchange, Park City Apr MII Flagship Event, New York - Jun Connect Marketplace, Louisville Aug IMEX America, Las Vegas Sep Southeast Classic Roadshow, Raleigh/Durham, Charlotte, Greenville, Atlanta - Oct Global Incentive Summit, Balmoral Nov FICP Annual Conference, Austin Nov SITE S. California Holiday Event, San Diego Dec Business Tourism E-zines (Quarterly)
45 Industry Opportunities 45
46 Q & A
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