Exposure A newsletter from Glance Promotions Inside this issue Ensure your brochure is available to Tourist Offices nationwide...p1 New locations on our brochure display network...p2 Tips on designing your brochure...p3 Daily Adventure visitor guides now printing over 600,000 copies annually...p4 Important dates for your diary...p5 First European Member Tourism Trade order over 300,000 brochures through EnjoyIreland.info Best Year Ever! EnjoyIreland.info is now the channel of choice for many tourist offices, tourist information points, conference organisers, and accommodations which do not have a brochure display rack service, to receive the visitor attraction brochures they want for the visitors they serve in turn your potential customers! The reason is simple. By just using one EnjoyIreland order form they can order the brochures of many attractions, which is far cheaper and quicker than trying to make contact with each individual attraction for the same information. Offaly Wins 2nd Year in a Row Each year the International Association of Professional Brochure Distributors hold a competition to find the best designed, printed and content oriented tourism brochures and rack cards used for during trip marketing purposes around the world. From a potential base of 19,000, 76 client brochures are entered for international judging. Each brochure is scored under four From March to September 2015, Tourist Offices alone requested 279,463 tourism brochures from us. For the visitor attractions that are part of the service the only cost is that of the postage to service the requests. There is no charge for storage, packing, packaging, record keeping, or reporting of who ordered what, when, for where, and how many. Remember if you are not signed up to the EnjoyIreland service we don t have a means of getting your brochure to the tourist offices and other users that want them. For most attractions the cost of this service is less than 100 annually. Brochures are the #1 Influencer for visitors when on holiday Research carried out by Bentley University, Massachusetts, in Europe (including Ireland), Canada and the USA shows that the most important source of information for a visitor during their trip continues to be brochures. 73% of visitors pick up a brochure at their destination, with 64% being influenced to take action. parameters, each accounting for 25% of available marks: Headline; Construction (quality of paper/ card); Content and Overall Appeal. At the Annual meeting held in September, the overall selected winner was Pocono Biking Lehigh Gorge Rail-Trail. The best brochure entered by What Visitors Did As A Result of Picking up Brochures 83% Visit more attractions 80% Shared brochure with others 73% Of visitors pick up a brochure 64% Are influenced to take action 52% Considered changing travel plans Glance Promotions from Ireland was Birr Castle Gardens and Science Centre who were awarded 1st Place Regional Winner 2015. This is the 2nd year in a row that Offaly has won the best attraction brochure award for Ireland. To view the complete list of winners visit: www.iapbd. com/best-brochures-2015.html When Glance tell you sell www.glancepromotions.ie Autumn / Winter 2015 Page 1
Every Visitor Wants a Map When a visitor arrives at a hotel or indeed visits a tourist office one of their first requests is generally for a GuideMap. To meet this demand Glance are delighted to report that we now print over 450,000 visitor GuideMaps for the tourist market. Utilising knowledge gained from 24 years in the tourism industry, we are confident that as visitors yearn to explore and discover, our GuideMaps will continue to be one of the most sought after and popular publications available within the industry. The Glance GuideMap suite prides itself on being both user and advertiser friendly - allowing local businesses put their information in the hands of hundreds of thousands of visitors each year while at the same time providing those visitors with an extensive yet simple, information piece. The complete GuideMap suite now offers 450,000 copies available year round editions for Cork, Limerick, Kilkenny, The Burren, Clare & Ennis, and Waterford. We are also delighted to report that 2016 will see the introduction of a brand new edition for Galway. Each of these maps showcase the very best that the region has to offer and is the ultimate tool to target the tourist market. One uniqueness we have amongst visitor map publishers is that we have a team of people on the road each week ensuring comprehensive distribution of the maps. Glance agents continually visit locations during the season to guarantee that accommodation providers, attractions, airports and tourist offices have a constant supply. To further complement this unique service the full suite of GuideMaps are available to order online through our EnjoyIreland online brochure ordering service. Visit www. enjoyireland.info for further details on how you can order a supply of maps. Some new locations We are always looking for ways to get your brochure into the hands of potential customers. We look for and assess potential locations and place racks where we think you will find success. This year, we added the following locations to our network: Barack Obama Plaza, M7 Ashe Hotel, Tralee Doolin Tourist Office, Clare Castle Antiques, Arts & Craft Centre, Clarecastle, Clare Brookfield Hall, Limerick The Rock Shop, Liscannor Bru Hostel, Cork Clonmore House Hotel, Tullamore Ros Tapestry, New Ross Listowel TIO, Kerry Nox Hotel, Galway Westlodge Hotel, Bantry Kilkee Bay Hotel, Clare Woodstock Hotel, Ennis Enterprise Rent a Car, Limerick 309 Rack Locations + + 1,480 Distribution Locations 102,000kms Travelled Each Year When Glance tell you sell 061 338 588 Autumn / Winter 2015 Page 2
Off the Rack We would like to welcome all our new clients who joined us in 2015 for Brochure Display. Some of these include: Avoca Battle of Aughrim Cliffs of Moher Cliffs of Moher Coastal Walk Cork Day Tours Dartfield Horse & Heritage Centre Delphi Adventure Resort Eat in Limerick Fitzpatrick s Casino Great Western Greenway Huntington Castle Kinsale Boat Hire Model Railway Village Muckross House, Gardens & Traditional Farms Nevsail Watersports OPW, The Office of Public Works Paddywagon Tours Skibbereen Heritage Centre The Belleek Shop Timeout Casino & Card Club Titanic Experience Cobh Is your brochure Winning you Business? Unfortunately don t judge the book by its cover does not apply to tourism brochures. Touring visitors have to make decisions on their daily adventures based on what they pick up. Your brochure is often all they can judge you by so it has to work hard for you. Here are some questions you should ask of your brochure. You can put your brochure through a full test drive at www.iapbd.com/tools/ scoreyourbrochure/ Does the brochure title include what your business is/ what you do? Is the brochure title easily legible (from over 3 feet away)? Do the images entice readers to visit the business? Is the brochure content in vertical layout format? Is the brochure content easily understood (consider non-native English readers)? Is your graphic design appealing & eye-catching? Does the quality of the paper add to the overall appeal of your product? + + 670 Days of Service 239 Brochure Titles 6,114,220 Brochures When Glance tell you sell www.glancepromotions.ie Autumn / Winter 2015 Page 3
14,025 4,015 * 8,204 19,608 West 101,665 TIO out of Region 10,096 45,717 No. 1 Visitor Guide to The Best The Daily Adventure is FREE to visitors from all outlets. Primarily targeting independent touring visitors, we have a fully planned distribution system to ensure that all outlets which can influence visitors are provided with supplies. The distribution is not once a year like many others, Glance dedicates nearly 2 days a week to distributing the guide. The total print run for 2016 will be 620,000 copies and will be read by over 2 million visitors. In print now since 2002, these guides continue to prove their power in delivering business year after year and remain the No.1 Visitor Guide to the Best. 34,718 25,236 5,763 * 4,745 4,720 South 155,348 8,990 * Shannon Region 101,277 31,716 70,601 18,035 32,784 TIO out of Region 7,805 TIO out of Region 11,512 Each edition is specifically concepted and designed to market attractions, activities, visitor experiences and things to do for visitors while holidaying in Ireland. The guides are graphically designed to a very high quality. Its easy layout, professional presentation and quality printing ensure your business gets noticed. The Daily Adventure guides are now available to view online at www.yourdailyadventure.com Promote this link to attract business! Tourist offices, conference organisers, tour operators and accommodation providers all use this link when promoting attractions and regions to potential groups and individual visitors. 8,709 5,720 (by Brochure Bank) 10,000 11,760 (by Brochure Broker) 20,000 5,935 * 250 North 50,804 TIO out of Region 10,455 3,495 * Dublin 88,858 17,710 (by Glance) 6,238 19,735 TIOs in Region 8,225 TIOs out of Region 11,430 * s; Corporate Offices, Tour Operators, Services 1 Professional Brochure Distributor Team = We Deliver Visitors When Glance tell you sell 061 338 588 Autumn / Winter 2015 Page 4
Continue to Soar! Passenger numbers through all airports continues to grow. Figures available to end of July 2015 show growth of 11% at ROI airports and 6% at NI airports which is primarily attributed to substantial growth in Dublin, Belfast and Shannon airports. Those visiting on holiday, leisure or recreation can be unfamiliar with Ireland. To attract this market to visit your business while on holiday, it s important to ensure your information is readily available to them. We provide brochure display at Dublin, Shannon, Cork and Ireland West airports offering 24hour visitor information so that a visitor can pick-up your brochure at any time. The brochure display racks are specifically designed and display your brochures in a professional manner to optimise your brochure visibility and pick-up rates. 1.8 million 1.6 million 1.4 million 1.2million 1 million 800,000 600,000 400,000 200,000 0 Number of trips by reason for journey, Jan-Jun 2015 Business Vist to friends/ relatives Holiday/ Leisure/Rec. Information from CSO Important dates for you IAPBD Conference November 27 th Confirmation of all GuideMap renewal entries November 30 th Confirmation of all Daily Adventure renewal entries The International Association of Professional Brochure Distributors 2015 Annual Conference in Inverness, was attended by John Rice and Valerie Bagnall in September. The IAPBD is an international group of experienced tourism professionals whose brochure distribution companies focus on during trip marketing in the tourism industry. Its members share common interests in the practices, procedures and problems unique to our industry, and are guided by a common code of ethics. The goal of the Association is to foster the delivery of services to our brochure-display clients with Integrity, Quality and Results. The Association celebrates its 40th Year Anniversary in 2015. December 16 th Deadline to be included in Daily Adventure guides for new entries December 16 th Confirmation of all Annual Brochure Display renewal contracts January 15 th Deadline to be included in GuideMaps for new entries January 20 th Deadline for advert copy for Your Daily Adventure Guides & GuideMaps January 30 th Sign-off on all adverts for print editions of GuideMaps January 31 st Deadline for brochure delivery for Annual Brochure Display contracts February 3 rd Booking deadline to be included on EnjoyIreland.info order form which is sent to Tourist Offices Nationwide February 12 th Sign-off on all adverts for print editions of Your Daily Adventure guides March 12 th Deadline to be included in Holiday Homes Scheme distribution When Glance tell you sell www.glancepromotions.ie Autumn / Winter 2015 Page 5
What Research Says About Brochure Display Once travellers leave home, brochures become the top planning tool. Dr. Patrick Tierney, Professor, San Francisco State University www.iapbd.org Actions the Brochures Influenced* 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Became aware of a service or Plan to visit an attraction or Plan to use a coupon from a Would alter their plans Have an increased desire to visit more 52% use brochures to help in their decision making process or to find up to date information, as well as special offers 47% appreciate the convenience of brochures located in display racks in order to learn about local attractions 40% of visitors would extend their stay, or return, after reading new information about a location in a tourist brochure 62% of visitors who pick up a brochure share it with someone else in their party 53% of visitors view brochures as a valuable information source 64%of visitors made a plan to visit an attraction as a result of picking up a brochure while on holiday BENTLEY AND SAN FRANCISCO STATE UNIVERSITIES RESEARCHED VISITORS IN CANADA, USA, IRELAND, UK AND FRANCE. 73% of visitors on holiday reported brochures from display racks as their most frequently mentioned media, compared to 29% who reported tourist offices Glance Promotions Limited, Mulcair House, Annacotty Business Park, Annacotty, Limerick. T: 061-338 588 F: 061-338 584 info@glancepromotions.ie www.glancepromotions.ie 019-15 When Glance tell you sell www.glancepromotions.ie Autumn / Winter 2015 Page 6