FRANCE Marketing Plans 2019

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Sibyl Dalton
5 years ago
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1 Monday, 26 th November, Dublin. FRANCE Marketing Plans 2019

Thousands PERFORMANCE 2017 / 18 2018 549K Visitors (IoI)

2 Thousands PERFORMANCE 2017 / K Visitors (IoI) Visitors Q2 +5% H1 Revenue +12.8% H1 Bednights +7.6% France France % Holiday-makers 70% Q1, Q2 & Q4 Q2 33%

3 ACCESS 30K Weekly airline seats +15K Total increase in ferry capacity Paris BFS Cherbourg ROSS Paris DUB Roscoff ORK Paris ORK Lyon DUB Toulouse DUB Bordeaux- DUB Nice DUB

4 New Ferry Capacity promoting Regionality

What you need to know about France JAN FEB MAR Active

quarter Interest Open 82% 92% 53% Use a car

5 What you need to know about France JAN FEB MAR Active planning Intent 19% 45% 4th largest market to Ireland 5.4m Bednights Avg. length of stay 8.1 Nights for Holiday-makers 40% book holidays in 1st quarter Interest Open 82% 92% 53% Use a car (Holiday-makers) 46% of all visitors are from Paris region Consumers who see our activity are TWICE as likely to book.

6 Top of mind associations with Ireland Rain Sheep Green Warm IRA St. Patricks Giants Causeway Brittany Ancient Salmon Escape Lakes Nature Cottages Huge Dublin Calm Fishing Celtic Music Fun Nothing much happens Pubs Conservative Little towns Natural Connemara No historical baggage Cliffs Cold Castles Outdoors Horses Friendly Wild Happy Dress like fishermen Amazing Unstable (NI) Traditional B&Bs Guinness Apple + tax Dancing Genuine Wind Small Relaxing Religious Down to earth Open spaces Hills not Belfast Authentic Very safe mountains Rugby

7 Irlande - au rythme de vos émotions

8 Hybrid Campaign TV & Digital Step 1 : 30 & 20 TV ads on French National TV Step 3 : Price-led / tactical messages to drive conversions Step 2 : 10 Warm Welcome video ads on digital networks

9 Publicity Coverage 15m EAV 2018

10 Greenings & Influencer SPD activities

11 Website & marketing marketing Website 1.6m visits 80k addresses

12 Social Media 211K fans 36K followers 6K followers

13 Regional Growth & Season Extension

14 2019 Regional Roadshow (B2B) Promote Your Regional Attraction to a Year-Round Audience Save the Dates! Seasonality Regionality Opportunity! 4 KEY DATES 4 Airports with Year-Round Access 200 French Travel Agents Toulouse: January 17 th Bordeaux: March 26 th Lyon: September 16 th Nice: September 20 th

15 Opportunities for Regionality & Seasonality GROUPS 80% of French Group business is contracted via IOI DMCs Groups can be ; 1. FIT (comprised of individuals) 2. CE (work councils companies with over 50 employees) 3. Thematic/Ad-Hoc Save the Date: 16/4/2019 IOI Hotels Attractions DMC French Tour Ops

Opportunities for Regionality & Seasonality LUXURY Buyers contract directly with Hotels/Attractions**Different to Group** Small Segment/ Big Returns

16 Opportunities for Regionality & Seasonality LUXURY Buyers contract directly with Hotels/Attractions**Different to Group** Small Segment/ Big Returns Seasonality/Flexibilty *Cosy Winter Break in Ireland* Regionality *Looking for authentic/hidden Experience IOI Hotels/ Attractions Buy Directly French Luxury Buyers

17 Opportunities for Conversion

18 Size of the potential of Groups and Luxury sectors in France

19 Access Campaigns

20 Working with Irish Industry & Trade Partners French Market Presence Events 15 Cities Agents Trade Platforms IFTM Groups /Luxury Workshops Digital Outreach & Comms. Business Tourism Platforms PURE, Partance (MICE, Corporate) Sales Blitz - Paris, Bordeaux, Toulouse w Aer Lingus and Air France Digital Outreach & Comms. B2B2C Aligning Consumer and Trade campaigns

21 Partnership approach Seasonality & Regionality - Aligning strategy Communicating new Product & Itinerary Development FAM trips & media visits Irish & French Industry Engagement and Education Platform recruitment - Meitheal

22 tourismirelandindustryopportunities.com

23 Monday 26 th November, 2018 Merci beaucoup

Tourism Ireland Marketing Plans Europe Finola O Mahony Head of Europe 11 th December 2017

Tourism Ireland Marketing Plans 2018 Europe Finola O Mahony Head of Europe 11 th December 2017 EUROPE: 8 offices, 12 markets, 42 team members Europe Visitors to Northern Ireland 2013-2017 000 2013 2014