INDUSTRY BRIEFING 2017 NEWBRIDGE

Transcription

1 INDUSTRY BRIEFING 2017 NEWBRIDGE

2 JENNY DE SAULLES Head of Ireland s Ancient East

3 PAUL KEELEY Director of Business Development

4 Purpose Take stock of progress Commercial impact 2017 Priorities

5 Context for our work Opportunity for Growth 70% of the action is in 30% of the landmass. Capacity pinch in hotspots.

6 Holidaymaker per capita spend Domestic holidaymaker Overseas holidaymaker Source: Fáilte Ireland estimates based on CSO and NISRA surveys

7 Getting the right experiences in place

8 Small Grants Scheme: 25 Projects million investment

9 Building on our Strategic Partnerships Pipeline of Capital Projects Agreed to take to FI Authority & Visitor Service Enhancements Ongoing

10 Unlocking our Stories Storytelling Workshops 1,000 Dwell on Excellence Workshops - 2,500

11 Building Consumer Awareness

12 DOMESTIC MARKETING

13 Press

14 Digital Marketing

15 Socialising the Stories!

16 Dublin Airport AerPods Campaign in T2

17 Cork Airport baggage carousel

18 Domestic PR Coverage 17 November 2016

19 Tourism Ireland believe in the brand Overseas Marketing

20 Tourism Ireland Autumn Campaign Richard E Grant in Powerscourt Estate Connect 16 Fam Visits to Cobh, Kilkenny & Wicklow

21 Tourism Ireland: 9m Autumn Campaign

22 New Website launched

23 Driving Commercial Impact - The brand is delivering - Your work is making a difference

24 Influence of Attractions to Visit Area Base: Overseas visitors n=2,021 Total 2,021 % Social Energisers 197 % Culturally Curious 345 % 681 % 768 % 572 % Influenced a lot Influenced a little Not at all Strength of influence to visit the area is highest among IAE Attractions

25 Cross Promotion/Inspiration Did your visit inspire you to visit any other visitor centres Base: All visitors n=2,402 Influenced a lot Influenced a little Total Residence Segments Overseas ROI Social Energiser % % % % % % % % Culturally Curious 33 Not at all % of visitors to attractions in IAE were influenced a lot to visit another attraction in the area.

26 Partnering to win New Fresh Programming 42 overseas operators already programming the brand.

27 Getting on the shop shelves : New Distribution

28

29

30 Accommodation Performance January-August 2016 vs 2015 Overall Bed occupancy* 2015: 43% 2016: 48% Hotel Accommodation Room Occupancy 63% 68% Bed Occupancy 49% 52% Average Room Price *average across hotels, guesthouses, B&Bs, self-catering, hostels and caravan/camping 1 IN2Destination January-July

31 Brand is helping deliver revenue growth

32 Shocks will happen. We must have focus.

33

34 Exchange rates impact on the British visitor? *Prices in Ireland s Ancient East

35 2017 Priorities 1. Activate new Brand Strategy 2. Brand Awareness 3. Capability Building 4. Experience Development 5. Business Development

36 Goal: To make Ireland s Ancient East the most engaging, enjoyable and accessible cultural holiday experience in Europe.

37 New Brand Strategy IAE Today IAE 2022 A branded Region Fragmented/Obscure Limited iconic products Focus on geography Holiday enhancement Things to see A distinctive cultural destination; an immersive experience that happens in many places Coherent/Part of DNA Engaging in living history, local life and lore Industry networks focused on memory making, storytelling and experience Holiday motivator Places to stay

38 Brand Awareness Heavyweight Domestic Campaign Overseas marketing across key markets

39 Building Capability Tourism as an internationally traded service Product Design & Development Skills Customer Service/ Support Skills Foreign Languages & Cultural Awareness Global & International Management Skills International Marketing Skills International Sales Skills Logistics & Distribution Skills

40 Excelling in Customer Service and making it pay!

41 Experience Development Using Stories to create unique Saleable Experiences

42 Audience Engagement incl. Masterclass with Fiona Shaw

43 Transit to Touring Zone grow dwell time & bednights

44 2017 Business Development Secure better distribution Address Regional & Season Spread o Tour Operators o OTA Channels o Direct Overcome supply side gaps capacity & capability Trade Platforms

45 Punchestown, March 2017 Trade Fams showcase Incubation Section Building Accommodation Inventory (open to group contracting) Training Programme for Irish providers

46 Ireland s Ancient East ,800 2,800 1, % +26% 2, Overseas tourists to Ireland's Ancient East (000) Overseas holidaymakers (000s)

47 Our Ask of You Commit to each other to being the best storytellers to delighting consumers & buyers

48 INDUSTRY BRIEFING 2017 NEWBRIDGE

49 PÓL O CONGHAILE Travel Editor & Writer

50 PANEL DISCUSSION

51 INDUSTRY BRIEFING 2017 NEWBRIDGE

52 SHAUN QUINN CEO Fáilte Ireland

53 INDUSTRY BRIEFING 2017 NEWBRIDGE