Marketing Plans 2019 CANADA & AUSTRALIA€¦ · Co-op Marketing Trade Communications Partnership Programme Digital – native partnership (NZ) Content Marketing, Search, and Social

CANADA &AUSTRALIA

Marketing Plans 2019

Growth from Canada

Key drivers of growth

13K+ o/wseats weekly

+1

+52%

Building the Brand

Brand Communications

ProgrammaticDisplay

Focus Fall activity in ON

30M+Impressions

Increase investment Content

AmplificationShift

Campaign Timing

ExpandPartnerships

w/ non Travel brands

Expand SocialUGC

Content partnership

• Article and video content amplification

• Ireland Destination Guide

• BBC.com and social channels

Advertising Campaign Mix

• Programmatic buy via travel and ‘passion points’ content targeting Culturally Curious traveler

Prioritizing video

Using Publicity to tell the Brand Story

Marilyn Denis Show in Ireland

1M+

Golf Campaign – Broadcast Partnership

Broadcast Sponsorship

Custom Programming

with Mark Zecchino

GolfTalkCanada.ca

TV

Digital

Radio

Strengthening our Social Footprint

• Facebook -110K+

• Twitter - 33K+

LIVE CONTENT VIDEO

UGC INFLUENCERS

Strong increase in engagement & reach

Regional Growth

Promotion of NEW regional access

• Promotion of new regional access Toronto to Shannon via publicity and co-op.

Trade & Industry | Monthly Trade Webinar & E-zine

10 Webinars in 2019!

Monthly content

& product updates

issued to industry

partners

Galway Oyster FestivalGet ready to take a bite out

of Galway, with its world-famous oyster festival,

an exciting food scene and a stunning

coastal location...

Expand trade education program to feature lesser-known attractions and experiences.

Sample themes• Festivals• Culinary• Short Break

itineraries• Ancient Heritage

Trade & Industry | Familiarisation Trips

April October

Group Producers Top-Selling Agents

Renewed Focus on Affinity Group Travel 2019

• Special Interest & Alumni

• Performing Bands & Choirs

• Faith Based

• Destination Weddings

• Knitting

• Chamber of Commerce

Season Extension

Co-operative Marketing with Airlines & Operators

Highlighting Festivals and key occasions via trade and consumer messaging

• Highlight shoulder season events and festivals (Tradfest; Theatre, Music and Food fests) and work with trade partners to promote travel around Halloween, Valentine’s Day, New Year’s Eve etc.

Drive Shorter trips from Ontario

Opportunities for Conversion

Consumer Partnership Programme

• Programmatic display on premium sites • Inclusion of Facebook retargeting and Facebook

posts on Discover Ireland CA• Inclusion of offers in our emails & on Ireland.com

Trade & Industry | Best of Ireland Events

• Vancouver, BC

• Calgary, AB

• Hamilton, ON

• Toronto, ON

February 4th – 8thSeptember 9th – 13th

• Ottawa, ON

• Montreal, QC

• London, ON

AUSTRALIA & New Zealand

Marketing Plans 2019

Growth from Australia

’One Stop’ Access Growth from ANZ to Dublin

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• Double daily via Dubai and Abu Dhabi

• Qatar operates flights via Doha

• Cathay Pacific operates flights from Aus/NZ via Hong Kong

• Qantas operates direct flight from Perth to London

Building the Brand

Australia: Strategic Focus

Activity J F M A M J J A S O N D

Digital Advertising / video

- contextual and

behavioural targeting

Advertising - GOT

Co-op Marketing

Trade Communications

Partnership Programme

Digital – native partnership

(NZ)

Content Marketing,

Search, and Social

engagement

Publicity

Ideal start/end to a

European tripPromote unique journeys /

regional highlights

‘Early Bird’ Campaign

focus

Advertising Campaign Mix

Content Seeding & Video Advertising

Social Amplification RetargetingNative Partnership

(NZ)

Advertising Campaign Mix

Contextual targeting tailoring Ireland content to our audience passion

points across consumer journey

Prioritising video

Using Publicity to tell the Brand Story

Fewer, Bigger, Better…

Publicity – Broadcast Highlights

Strengthening our Social Footprint

VIDEO UGC INFLUENCERS

Social Footprint Growth in ANZ

• Facebook -66K+

• Twitter - 17K+

Strong increase in engagement & reach

Want to escape the city and go on a real

adventure? Here’s 3 reasons why you need

to book a trip to Ireland to explore the Wild

Atlantic Way.

3 reasons why you need to visit the Wild Atlantic Way

Explore more of Ireland

New Zealand – increased focus on Brand and Increasing Interest

Integrated media/content

partnership:

- TV

- Digital

- Print

- Social

Regional Growth

Trade & Industry | Familiarisation Trips

May October

Ireland Specialists FamTravel Agents / Sales Mission Fam

September

Airline collaboration

Trade & Industry | Webinars & E-zine | Specialist Programme

5

Webinars

in 2019!

Quarterly content

& product updates

issued to industry

partners

Expand trade

education

program to feature

lesser-known

attractions and

experiences

Targeted Media visits

• Increase visits to lesser known regions

Season Extension

Co-operative Marketing with Airlines & OperatorsCo-operative Marketing with Airlines & Operators

Opportunities for Conversion

Consumer Partnership Program 2019

• Programmatic display on premium sites • Inclusion of Facebook retargeting and

Facebook posts on Discover Ireland OZ• Inclusion of Instagram advertising• Inclusion of offers in our emails & on

Ireland.com

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3 Levels

Gold

AUD $7,000 - Euro €4,500

Silver

AUD $4,500 - Euro €2,900

Bronze

AUD $2,000 - Euro €1,2902018 Partners:

Industry Opportunities

45

www.tourismirelandindustryopportunities.com

Q & A