Marketing Plans 2019 EMERGING MARKETS BELFAST

Transcription

1 Marketing Plans 2019 EMERGING MARKETS BELFAST

2 China James Kenny Marketing Manager China

3 2018: Year of Growth & Achievements for EM - China British-Irish Visa Scheme 3.9m Publicity EAV 35m Social Connections Visitors +43% NI Other Areas % change 2018 v % Access Industry & Trade opps 8,660 Ireland.com visits Tourism Ireland Marketing Plans 2019

4 Chinese Visitor Numbers to island of Ireland Number of Chinese Visitors: ,000 40, ,000-44, ,000-55, ,000 65, , , China Inbound Visitors Growth

5 2018 Activity

6 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 Tourism Ireland Marketing Plans

7 Building the Brand Inaugural Flight Launch PR campaigns with Cathay Pacific and Hainan Airlines Total EAV generated: 1,895,405 Tourism Ireland Marketing Plans 2019

8 2018 INTERNATIONAL GROUP - GOLF ROTW CHINA Media: Golf Travel Magazine EAV: est. 212,236 Circulation: 385,400 Tourism Ireland Marketing Plans 2019

9 Game of Thrones Game of Thrones Sets in Northern Ireland to Open Soon Mafengwo Visit Game of Thrones Sets in Northern Ireland Next Year! Online Media Travel to Northern Ireland for a Game of Thrones Tour! Winnie, KOL Tourism Ireland Marketing Plans 2019

10 Building the Brand Global Greening Landmarks 9 Cities across China

11 Opportunities for Conversion China Sales Mission ITB Shanghai Social Media Promotion by 6renyou Travel Joint Promotion with Etihad on Ctrip Tourism Ireland Marketing Plans

12 2019 Activity Sales Mission - Beijing, Shanghai, Chengdu, Guangzhou Screen Tourism GoT, others 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

13 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

14 St. Patrick Tourism Ireland Marketing Plans

15 The Gulf India Japan Aisling McDermott Marketing Manager Middle East & Asia

16 Visitors 2017: 71, : 80,000 *target +10% Publicity EAV 2018: 1.2 million 2019: 1.4 million *target Gulf Countries Web Visits 2018: 41, : 60,000 *target Publicity Reach 2018: +39 million 2019: +50 million *target

17 Visitors 2017: 38, : 42,000 *target +10% Publicity EAV 2018: 2.5 million 2019: 2.0 million *target India Web Visits 2018: 80, : 85,800 *target Publicity Reach 2018: +645 million 2019: +710 million *target

18 Visitors 2017: 24, : 28,000 *target +10% Japan Rugby World Cup 2019

19 Factors Influencing Growth +60% Access Direct flights per week 5 Flights per day

20 Factors Influencing Growth Factors Influencing Growth Visa free travel for Japanese British Irish Visa Scheme (BIVS) for Indians Visa free travel to ROI for UAE Nationals Irish Visa Waiver for Gulf countries

21 Building the Brand

22 Screen Tourism Publicity SPD Greening Engage New Travel Trade Digital Campaigns Media Fam Trips

23 BOLLYWOOD Bollywood star Priyanka Chopra filmed in Quantico Season 3 in Ireland She has 30m Instagram and 38m Facebook followers 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

24 INSERT: Ajay Jadeja video promoting Ireland Priyanka Chopra Quantico video promoting Ireland

25 Publicity

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27 The 148 th Open

28 Extend Itineraries Golf Packages Media Fam Trips Ireland Specialists Training Publicity

29 Guinness, Golf and Oysters Gathering 17 th March 2018

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31 Game of Thrones

32 India & UAE Sales Mission 2019 Travel Trade Itineraries Publicity Trade & Media Fam Trips Media & Trade In-market Events

33 Star World and Tourism Ireland GOT competition Promoted on national TV and ran through Twitter, giving fans the opportunity to visit Northern Ireland and tour Game of Thrones teritory Trended on Twitter for 3 Hours 30 million Impressions 5.2 million Reach Tourism Ireland and Star World will partner for a 2019 campaign for Season 8

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36 Northern Ireland Breaks

37 Trade & Airline Co-op Campaigns Business Tourism & MICE School Tours Extended Itineraries

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41 Etihad & Hertz Ireland Campaign +14% bookings

42 INSERT: Etihad Radio Ad English & Arabic

43 Emirates Airlines Co-op Activity 16 th May 2018 Emirates Ireland Campaign +19% bookings 300k revenue

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45 Opportunities for Conversion

46 India & UAE Sales Mission 2019 Press Releases Ezines Trade Webinars Fam Trips & Networking Events Meet the Buyer

47 India & UAE Sales Mission th January 5 th February

48 Qatar Sales Mission 5 th 8 th March 2018

49 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

50 INSERT: TNI Video of Etihad Trade Fam Trip

51 UK & Ireland Inbound

52 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

53 UK & Ireland Inbound 2018 Meet the Buyer UK & Ire Inbound Companies Attended UK & Ireland Inbound FAM Trip September 2018 Over 25 GB & Ireland Buyers Attended

54 UK & Ireland Inbound 2018 Partnership in European Tourism China Year of Tourism PET Conference in Shanghai Theme Film & TV

55 UK & Ireland Inbound th January th 10 th May nd October 2019 UK & Ireland Inbound Buyers

56 For more information on opportunities in all markets visit: TourismIrelandIndustryOpportunities.com