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 48,252 62,076 29% Germany 58,904 66,180 12% Netherlands 18,159 29,168 61% Italy 21,197 24,401 15% Spain 31,976 46,095 44% Bednights 000s Mainland Europe Expenditure Millions Mainland Europe 2014 2017 % change 2014-2017 1,856 2,364 27% 2014 2017 % change 2014-2017 71.5 102.4 43%
Visit Derry continues to grow international appeal 1 USA +16% 2 Germany +7% 3 England +8% 4 France +13% 5 Italy +70% 6 Auz/NZ +6% 7 Holland +39% 8 Other Europe +17% 9 Spain -7% 10 Canada +28%
Access into Northern Ireland Summer 18 Winter 18/19 NI Access Summer 18 Seats p/w 32,981 % change +19% IOI Access Summer 18 Seats p/w 278,345 % change +8% New routes from Naples, Venice and Valencia via easyjet, all twice weekly NI Access Winter 18/19 Seats p/w 13,067 % change +8% IOI Access Winter 18/19 Seats p/w 173,378 % change +10% Ferry access Weekly pax direct from Continental Europe = 17,100
Building the Brand Telling the Northern Ireland story
Strategic Direction Messages that fit with the Culturally Curious audience Interest drives engagement towards Planning Maximise Golf story Throughout 2019 Game of Thrones Year long activation
New brand Fill your heart with Ireland launches January 19 DEVENISH ISLAND GOBBINS TITANIC BELFAST FINN LOUGH URBAN BELFAST DERRY Spring 19 shoot
New brand Fill your heart with Ireland launches January 19 Cinema launch Germany & France Dec 18 Broadcast and digital multi channel campaigns Germany & France Jan Mar 19 BeNe to launch TV/Digital campaign with KRAS /Tui Jan 19 Italy + Spain launch digital brand campaigns Q1/Q2
Inspire, using Ireland s passion points Built Heritage Living Culture Views & Landscape Food & Drink Soft Adventure TV & Movies
Publicity - EAV 26,900,000: YTD Achieved Belfast City Breaks
Plans for 2019 The 148 th Open, Game of Thrones, Slow Road, Belfast Short Breaks
Use Golf messaging to tell the N Ireland story Communicate the fantastic scenery and welcome of NI across all markets Digital consumer campaigns Brand partnerships e.g. Svensk golf, Dansk golf Look for testimonials from leading golfers
Game of Thrones build the buzz throughout 2019 TI Global digital campaign Apr-Jun 19 Completed tapestry on show in Ulster Museum HBO España partnership GOT influencer boxes (ES/IT) Nordics influencer campaign
Short breaks Belfast and Northern Ireland Logitravel Spain Q1 digital campaign Atrapalo to promote Barcelona Belfast Q1 Italy lifestyle bloggers campaign BeNe q1 Belfast short breaks BeNe KLM campaign Q4 Nordics One Break Two Cities: Belfast & Dublin Autumn 2019
The Slow Road along the Causeway Coast returns Sept 19! 6 week campaign May June 2018 Promotion via digital, social engagement and PR 90k investment across all European markets New map developed to feature Belfast & Derry Londonderry as gateways Soft adventure focus for Derry/Londonderry
Opportunities for Conversion
Work with us in Europe in 2019
Work with us to grow your business Join with us on our digital campaigns Consumer fairs and trade workshops Take part in our in-market events Golf bundles and bundles with GOT attractions Help us with our Facebook and Instagram stories Provide us with special offers for: - our Ezine mailings - our website
BeNe & Italy Gold, Silver and Bronze digital packages for 2019.nl Bronze Silver Gold 1 ezine feature 2 ezine features 1 ezine offer 1 ezine offer 2 ezine offers 1 FB post 1 Trade insert 1 FB post 1 Tweet 1 Instagram 2 FB posts post 2 Tweets 2 Instagram posts 1 Trade insert 2 Trade inserts Offer on HP - 1 month Offer on HP - 1 month 112 270 441
Europe In-Market Opportunities 2019 January Germany CMT Stuttgart Denmark Copenhagen Trade Workshop March (tbc) BeNe Visit Belfast showcase Germany ITB Berlin April France Groups Workshop Paris September BeNe Ierland Day BeNe France IFTM Paris October Germany Offenbach Trade Workshop Italy TTG Trade Show Rimini November France Luxury Workshop All year All markets Sales missions, airport networking All year DE/FR Business tourism
Activities Calendar 2019 Dec Jan Feb March April May June July August Sept Oct Nov Cinema TV ES/IT brand campaigns Slow Road Causeway Coast Game of Thrones campaign Fermanagh: Italy Publicity / PR/ TV programming Golf activity Paid content seeding Facebook and Instagram stories NE brand partnership campaigns Belfast short breaks Co-op Carriers, Trade, OTAs Business Tourism / Trade Activities Distribution & brochure GOT NI Showcase Golf breaks Derry Halloween Belfast short breaks Co-op Carriers, Trade, OTAs Weekly Ezines
Thank you