Marketing Plans 2019 EMERGING MARKETS
China James Kenny Marketing Manager China
2018: Year of Growth & Achievements for EM - China British-Irish Visa Scheme 7.6m Publicity EAV 35m Social Connections Visitors +43% +100% Access 2018 1,250 Industry & Trade opps 8,660 Ireland.com visits IOI Other Areas % change 2018 v 2017
2018 Activity
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
Building the Brand Global Greening 2018 10 Landmarks 9 Cities across China
Building the Brand Inaugural Flight Launch PR campaigns with CX and HU Total EAV generated: EUR 2,143,352
Regional Growth Total number of media visits in 2018: 12 10 out of 12 visited regions outside Dublin and Belfast 6 visited less known regions of Ireland for Chinese audiences such as Mayo, Sligo, Donegal, Derry/Londonderry etc. Total number of trade visits in 2018: 5 5 out of 5 visited regions outside Dublin and Belfast 3 visited less known regions of Ireland for Chinese audiences such as Donegal, Mayo, Derry/Londonderry etc
Regional Growth 2018 Meitheal + MTB Trade FAM Inaugural Media FAM with Hainan Airlines Vivo + National Geographic Media FAM
Season Extension Coops with Hainan Airlines to promote low season Social Media Campaign with HU Tourism Ireland Developing Markets - Draft Business Plan 2018
Season Extension Leverage festivals to promote off-season offerings St. Patrick s Day Halloween in Derry/Londonderry
Opportunities for Conversion China Sales Mission ITB Shanghai Joint Promotion with Qatar Airways Joint Promotion with Etihad on Ctrip
2019 Activity Sales Mission - Beijing, Shanghai, Chengdu, Guangzhou Screen Tourism - GoT 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 2019 13
Industry Opportunities - 2019 China Sales Mission 6-10 May - ITB China 15-17 May 2019 (Shanghai) - Keep in touch on our Industry Opportunities site https://tourismirelandindustryopportunities.com/home Tourism Ireland Marketing Plans 2019 14
Awards Marketing, Gold CTW Reward 2018 The 2018 Chinese Tourist Welcome (CTW) Awards 2018 Goldfinger Award of China Event Industry The Most Influential MICE International Destination
The Gulf India Japan Aisling McDermott Marketing Manager Middle East & Asia
Visitors 2017: 71,000 2019: 80,000 *target +10% Publicity EAV 2018: 1.3 million 2019: 1.5 million *target Gulf Countries Web Visits 2018: 41,000 2019: 60,000 *target Publicity Reach 2018: +39 million 2019: +50 million *target
Visitors 2017: 38,000 2019: 42,000 *target +10% Publicity EAV 2018: 2.8 million 2019: 2.1 million *target India Web Visits 2018: 80,000 2019: 85,800 *target Publicity Reach 2018: +645 million 2019: +710 million *target
Visitors 2017: 24,000 2019: 28,000 *target +10% Japan Rugby World Cup 2019
Factors Influencing Growth +60% Access 2017 35 Direct flights per week 5 Flights per day
Factors Influencing Growth Factors Influencing Growth Visa free travel for UAE nationals Visa free travel for Japanese British Irish Visa Scheme (BIVS) for Indians Irish Visa Waiver for other Gulf countries
Building the Brand
Ireland Visa Free for UAE Nationals Publicity SPD Greening Engage New Travel Trade Digital Campaigns Media Fam Trips
Ireland visa free for UAE Nationals From 31 st January 2018
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 BOLLYWOOD Bollywood star Priyanka Chopra filmed in Quantico Season 3 in Ireland She has 30m Instagram and 38m Facebook followers
INSERT: Ajay Jadeja video promoting Ireland Priyanka Chopra Quantico video promoting Ireland
Publicity
St Patrick s Week March 2018
Japan
Regional Growth
Extended Itineraries Golf Packages Travel Trade Fam Trips Ireland Specialists Training
Guinness, Golf and Oysters Gathering 17 th March 2018
Ireland Specialists Mega Fam 29 th April 2 nd May 2018
Season Extension
Trade & Airline Co-op Campaigns Business Tourism & MICE School Tours
Dnata Travel Co-op Campaign March - June 2018 Dnata Travel Campaign +65% bookings 1 million revenue
Emirates Airlines Co-op Activity 16 th May 2018 Emirates Ireland Campaign +19% bookings 300k revenue
Etihad & Hertz Ireland Campaign +14% bookings
INSERT: Etihad Radio Ad English & Arabic
INDIA BUSINESS TOURISM MICE business increased +28% ytd 2018 versus last year Groups of 50-400 pax Travel off-peak Stay 3-4 nights Dublin, Galway, Cork, Kerry and Limerick
Opportunities for Conversion
India & UAE Sales Mission 2019 Press Releases Ezines Trade Webinars Fam Trips & Networking Events Meitheal
India & UAE Sales Mission 2019 30 th January 5 th February
Qatar Sales Mission 5 th 8 th March 2018
ICC Cricket World Cup 2019 30 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
UK & Ireland Inbound
UK & Ireland Inbound 2018 Flavours of Ireland 2018 38 Island of Ireland Suppliers 60 GB & Ireland Buyers Britain & Ireland Marketplace 2018 32 Island of Ireland Suppliers 81 GB & Ireland Buyers Explore GB 2018 15 Island of Ireland Suppliers 300 Global Buyers from 40 Countries
UK & Ireland Inbound 2018 Meitheal 2018 42 GB & Ireland Companies Attended UK & Ireland Inbound FAM Trip September 2018 Over 25 GB & Ireland Buyers Attended
UK & Ireland Inbound 2019 29 th January 2019 8 th 10 th May 2019 2 nd October 2019 UK & Ireland Inbound Buyers
For more information on opportunities in all markets visit: TourismIrelandIndustryOpportunities.com