Marketing Plans 2019 EMERGING MARKETS BELFAST
China James Kenny Marketing Manager China
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 2017 +100% Access 2018 940 Industry & Trade opps 8,660 Ireland.com visits Tourism Ireland Marketing Plans 2019
Chinese Visitor Numbers to island of Ireland 2013-2017 Number of Chinese Visitors: 2013 30,000 40,000 2014 33,000-44,000 2015 45,000-55,000 2016 55,000 65,000 2017 90,000 2018 100,000+ 100 90 80 70 60 50 40 30 20 10 0 China Inbound Visitors Growth 60 50 35 38 2013 2014 2015 2016 2017 90 90
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 Tourism Ireland Marketing Plans 2019 6
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
2018 INTERNATIONAL GROUP - GOLF ROTW CHINA Media: Golf Travel Magazine EAV: est. 212,236 Circulation: 385,400 Tourism Ireland Marketing Plans 2019
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
Building the Brand Global Greening 2018 10 Landmarks 9 Cities across China
Opportunities for Conversion China Sales Mission ITB Shanghai Social Media Promotion by 6renyou Travel Joint Promotion with Etihad on Ctrip Tourism Ireland Marketing Plans 2019 11
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 2019 12
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 13
St. Patrick Tourism Ireland Marketing Plans 2019 14
The Gulf India Japan Aisling McDermott Marketing Manager Middle East & Asia
Visitors 2017: 71,000 2019: 80,000 *target +10% Publicity EAV 2018: 1.2 million 2019: 1.4 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: 2.5 million 2019: 2.0 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 Japanese British Irish Visa Scheme (BIVS) for Indians Visa free travel to ROI for UAE Nationals Irish Visa Waiver for Gulf countries
Building the Brand
Screen Tourism Publicity SPD Greening Engage New Travel Trade Digital Campaigns Media Fam Trips
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
INSERT: Ajay Jadeja video promoting Ireland Priyanka Chopra Quantico video promoting Ireland
Publicity
The 148 th Open
Extend Itineraries Golf Packages Media Fam Trips Ireland Specialists Training Publicity
Guinness, Golf and Oysters Gathering 17 th March 2018
Game of Thrones
India & UAE Sales Mission 2019 Travel Trade Itineraries Publicity Trade & Media Fam Trips Media & Trade In-market Events
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
Northern Ireland Breaks
Trade & Airline Co-op Campaigns Business Tourism & MICE School Tours Extended Itineraries
Etihad & Hertz Ireland Campaign +14% bookings
INSERT: Etihad Radio Ad English & Arabic
Emirates Airlines Co-op Activity 16 th May 2018 Emirates Ireland Campaign +19% bookings 300k revenue
Opportunities for Conversion
India & UAE Sales Mission 2019 Press Releases Ezines Trade Webinars Fam Trips & Networking Events Meet the Buyer
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
INSERT: TNI Video of Etihad Trade Fam Trip
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 Meet the Buyer 2018 22 UK & Ire Inbound Companies Attended UK & Ireland Inbound FAM Trip September 2018 Over 25 GB & Ireland Buyers Attended
UK & Ireland Inbound 2018 Partnership in European Tourism China Year of Tourism PET Conference in Shanghai Theme Film & TV
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