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

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1 Tourism Ireland Marketing Plans 2018 Europe Finola O Mahony Head of Europe 11 th December 2017

2 EUROPE: 8 offices, 12 markets, 42 team members

Europe Visitors to Northern Ireland 2013-2017 000 2013 2014 2015 2016 % Change 2013 V 2016 Mainland

Italy 19 21 22 27 42% Netherlands 14 18 23 30 114% Other Europe 91 86 109 128 40% Revenue 000 2013

3 Europe Visitors to Northern Ireland % Change 2013 V 2016 Mainland Europe % Germany % France % Spain % Italy % Netherlands % Other Europe % Revenue % Change 2014 V 2016 Mainland Europe N/A % N Ireland Jan-June 17 Visitors 157,000 (+13%)

Northern Ireland Access from Europe 2014 2017 2018 est.

4 Northern Ireland Access from Europe est. Milan Milan Amsterdam Paris Nice Barcelona Bordeaux Amsterdam Paris Barcelona Bordeaux Reykjavik Lyon Nice Amsterdam Paris Barcelona Bordeaux Amsterdam Paris Nice Reykjavik Lyon Nice Bordeaux Reykjavik Lyon Naples Reykjavik Reykjavik Belfast Access Summer 18 est. Capacity p/w 7,347 % change +2% IOI Access Summer 18 est. Capacity p/w 144,000 % change +6% Significant increase in ferry capacity for 2018

5 Europe Market Environment Exchange rates Brexit uncertainty NI Sterling economy Euroland economy Competition : Scotland & other NE European visitors to IOI 144K airline seats per week +6% Mediterranean destinations returning to growth 73% Europeans visit regions Capacity 40% travel in low season 5

6 Europe: 2018 Strategy Prioritise the Culturally Curious Focus on regional growth & season extension Harness the potential of Northern Ireland Generate active interest using cutthrough creative Strengthen brand & carrier partnerships Optimise media channel investment

7 Prioritise the Culturally Curious 40mn+ European CC who like what Ireland offers Culturally Curious x2+ more likely to visit 2018 Priority - increase the reach of our communications via Advertising Brand Partnerships Publicity

Generate active interest with cutthrough

Active Consideration New broadcast & digital

Welcome Use music as a travel motivator Use

to create depth of interest through Causeway

8 Generate active interest with cutthrough creative Passive interest Inertia Disruptor Active Consideration New broadcast & digital Creative Edits to activate interest Ireland s Welcome Use music as a travel motivator Use brand partnerships to expand reach Continue to create depth of interest through Causeway Coastal Route, Belfast, Ldn Derry Target consumers through influencers via their passions, incl Golf Use powerful screen tourism assets to promote regional experiences Exciting launch news from TNI; trade launch H2 2018, consumer launch 2019

9 Optimise media channel investment Communicate the warm Irish welcome Via digital & social engagement, and PR NI publicity: Jan Sept 17: Eav: 22mn 141K clicks to NI industry 1.4mn website visits to NI pages 1.3mn Facebook fans

10 Strengthen brand & carrier partnerships Work with airlines & airports to promote routes into Belfast Communicate easy reach from Dublin to Northern Ireland

11 Strengthen brand & carrier partnerships Working with Partners Partner Investment Jan - Sept: 750K 95 partners for NI coop activities

12 Focus on regional growth & season extension Lonely Planet : Best in Travel mn impressions 38K click to ireland.com

13 Focus on regional growth & season extension Game of Thrones Tapestry Season VII Global campaign 77m Bayeaux-style tapestry Tells the Game of Thrones story from Season I VII Tapestry can be visited in the Ulster Museum Social media drove traffic to Game of Thrones web app on ireland.com 58,000 visitors have been to the GOT Tapestry Exhibition by end Nov. Results for Europe Social reach: 2.5 million PR reach: 4.8 million EAV: 182,000 13

14 Focus on regional growth & season extension Pan-European campaign with Easy Voyage / TNI May / June experience clusters on the Causeway Coast 2.5 MILLION GLOBAL REACH OVER 6 WEEKS 80 industry offers featured 12,000 referrals to NI industry 160K clicks to NI content 90K visits to NI landing pages High dwell time of 4mins

15 Working with Partners: Trade Events & Business Tourism Industry Opps Jan - Sept: 1,750 15

part in our in-market events Host media visits & fam trips Provide us with special

16 Get involved with our 2018 plans Join with us on our digital campaigns Tell us your stories and share your pictures Offer competition prizes in return for exposure Take part in our in-market events Host media visits & fam trips Provide us with special offers for: airline co-op campaigns our Ezines our website

17 Europe In-Market opportunities 2018 January February March September October CMT Stuttgart, Germany Ireland Workshop, Copenhagen, Nordics ITB Berlin: Trade & Consumer Show Paris & regional sales blitzes Ierland Workshop, Netherlands IFTM Trade Fair, Top Resa, Paris Offenbach Trade Workshop, Germany TTG, Rimini, Italy

18 2018 Calendar of activities Jan Feb March April May June July Aug Sept Oct Nov Dec 41% of European visitors book in the first 4 months of the year 43% of European visitors take their main holidays in the summer The average European takes 3 holidays a year Opportunity to extend the season! TV / online video SPD/ Greening Online video Autumn campaigns Publicity / PR/ TV programming Content marketing & Social Media activity CMT Nordics workshop Paris & regional sales blitzes ITB Meitheal / MTB TI & TNI digital coop campaigns Ierland Workshop, BeNe IFTM Rimini workshop Offenbach, Frankfurt Co-op Carriers, Trade, OTAs Co-op Carriers, Trade, OTAs Business Tourism / Trade Activities Distribution & brochure

19 Q&A THANK YOU

Marketing Plans 2019 EUROPE

Marketing Plans 2019 EUROPE Marketing Plans 2019 Meet Team Europe: 8 offices, 12 markets, 45 team members Europe Visitors to Northern Ireland 2014-2018 Visitors 2014 2017 % change 2014-2017 Mainland Europe 264,933 362,037 37% France