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• 1. Ideas for Tourism in IrelandA journey rich in emotional meaning, creating highexpectations and of great conversation valueBy Ronan A. OReilly Worked at Dublin Airport Authority plc. in Airport Operations Management Studied Cultural Anthropology & Ethnography at TESC/University of Washington

2. Ireland OverseasTourism 20116.2m visitors(5% up over 2010) 5%22% 44%6% 7%No. CountryVisitors 15%1Britain2,786,0002Germany410,0003France 390,0004USA & Canada 915,000 72% of visitors (4.7m) from 4 countriesSource: CSO/Filte Ireland/NISRA 3. Ireland OverseasTourism 2011 - Revenues3,500,000,0003,000,000,0002,500,000,0002,000,000,0001,500,000,0001,000,000,000 500,000,000 0 Britain Mainland Europe North America Other Overseas Total Overseas 4. Consumer Trends 20111. Thrift its back in fashion2. Experience is the thing3. Glocal-thinking globally/acting locally4. Staying ahead and well5. Naturally green if price is right6. Emerging market consumption up7. Luxury coming in from the cold8. Information now9. Mobile apps to personalise10.The grand role of culture Euromonitor 2011 5. The Grand Role of Culture(in consumption) The meaning that consumers make ofthemselves & their surroundings What kinds? Physical, digital, high, low, authentic & ideal Grasp of culture a must for brands - Why? Enters & fits into dialogue this is movingconsumers more than traditional adsEuromonitor 2011 6. Consumer TechnographicsNo. Type Online Profile1 Creators Publish blog/webpage, upload videos, write articles, stories2 Conversationalists Update status on social network site or twitter3 CriticsPost ratings/reviews, post blog comments, wiki contribution4 Collectors Use RSS feeds, vote for websites, add tags to photos/pages5 JoinersMaintain a profile on Social Network site(s), visit other sites6 Spectators Read blogs, forums, tweets, ratings, watch video, podcasts7 InactivesNone of the above 7. Tourism Consumers? Character Profiles? Point-of-View Want Ads? Online Profiles? 8. Touring Visitor ProfileSomewhat adventurous,eco-aware, urban middle-aged person (who wants tospend more time withfamily/friends) seeks deeprewarding experiences andaffordable artisanalindulgencies.George SmithEnglish50 years of age Online ProfileLives in Manchester Inactive, Spectator, Joiner and/orIn a relationship Conversationalist 9. Based Visitor ProfileConservative thrifty urbaneducatedmiddle-agedperson seeks culturalexperiences they can raveabout to family andfriends.Sylvia MorganIrish55 years of ageLives in DublinOnline ProfileMarriedConversationalist and/or Collector 10. Passing Tourist ProfileAdventurous, time-starvedbaby boomer seeking toshare culturallyrichexperiences with family andfriends back home whilemaking effective use oftechnology.Helmut RictnenGerman60 years of ageLives in Frankfurt Online ProfileMarried Joiner, Spectator and/or Conversationalist 11. Special Interest Visitor ProfileLiberalslightlyself-centred adult with degreewho seeks to remainstylish and in good healthbycycling, surfing, roamingand trying new things.Jennifer ODowdIrishJennifer ODowd29 years of ageCreator, Conversationalist, CriticLives in Co. Kildare and/or CollectorSingle 12. Local/Day-Trippers ProfileSomewhatadventurous,Facebook-addictedadult(who loves social networksand social shopping) seeksto be connected,entertained and informed24/7.Monica ByrneIrish35 years of ageOnline ProfileLives in Waterford Creator, Collector, Critic and/orMarriedConversationalist 13. Coherent Visitor ExperienceNoParticular VisitorChallenge Personalizationa.Touring How to catchLuxury/Offline contacts/SM Strategyb.Based How to excite Thrift/Mobile App/SM Strategyc.Passing Through How to stop Glocal/Mobile App/SM Strategyd.Special InterestHow to entice Staying Well/Mobile App/SM Strategye.Locals/Day-trippers How to excite Information/Mobile App/SM Strategy 14. Challenges in PastConsumer Focus Built Heritage/GardensProduct/Marketing Focus Individual products/activities in silos Living culture exclusive concept Few products product development difficult Limited synergies across products Limited links to destination themes/conceptsFilte Ireland, 2010 15. Consumer Focus?Three-pronged approach: Mainstream general tourists Niche visitors where its a sweetspot Incidental visitors travelling 4 other purposeFilte Ireland, 2010 16. Product/Marketing Focus? Packaged experience-based products across silos Living culture an inclusive concept Dynamic/flexible product range Focus on building unifying themes/concepts Central to implementing destination conceptsFilte Ireland, 2010 17. Travel to DestinationsA highly involved PERSONAL experience: Extensively planned Excitedly anticipated Fondly rememberedMorgan et al., 2002 18. Total BrandingPlaces currently offer the greatest untappedbranding opportunities WTO Benefits enormous Emotional power of travel Holistic Enrich & advance personality of areaMorgan et al., 2002 19. Branding Crucial Communication Device Perceptual Entity Value Enhancer Relationship builder Morgan et al., 2002 20. Message Clear & Unambiguous No. Mass Tourist Thinking Tourist1SamenessDifference2CrudenessCultural Sophistication3 Destructiveness Constructiveness (Sustainable) Morgan et al., 2002 21. Cultural TourismFilte Ireland, 2010 22. Cultural Tourism Cultural Tourism embraces the full range of experiences visitors can undertake to learn what makes a destination distinctive its lifestyle, its heritage, its arts, its people and the business of providing and interpreting that culture to visitors. Commonwealth of Australia Creative Nation, 1994Access &DemandHolistic interpretationFilte Ireland, 2010 23. Types of Cultural Tourist MotivatedInspired IncidentalMotivated by theStrong, broad Another primarycultural elementinterest in culture reason for their tripInterest may be A large element ofParticipate inspecialist or general their holiday iscultural activitiesinterest, and their inspired by the that are in keepingfocus might be on culturalwith their travelpermanent fixturesopportunities plans or itinerarysuch as architectureassociated with aor transientdestination.opportunities suchas a festival.Filte Ireland, 2010 24. World Marketfor Cultural Tourism Cultural tourism represents between 35-40%of all tourism worldwide and growing (?) 15% per annum and far in excess of thegrowth of general tourismFilte Ireland, 2006 25. Market for Cultural Tourism Holidaymakers: 66.1 Million (Incidental) 43.5 million (Inspired) 20.7 million (Motivated)Source Markets: Great Britain United States France Germany Holidaymakers are defined as visitors who stated thatFilte Ireland, 2010 their main reason for visiting Ireland was a holiday. 26. Overseas Visitors in 2010Historical/Cultural Places7% 8% 9%49%FranceOther Long Haul22%GermanyN. AmericaBritainM. Europe 27%Any visits to Places of Historical/Cultural InterestFilte Ireland, 2010 27. Overseas Visitors in 2010Interest in Culture/Heritage 140% 120% 100%80%60% FranceOther Long Haul40%Germany20%N. America0%BritainM. EuropeFilte Ireland, 2010 28. 1a. Product DevelopmentMove from a concentration of focus withinsilos (e.g. BuiltHeritage, NaturalHeritage, Performing Arts, etc.) to acrosssilosandMoving from observation-based (look butdonttouch)visitor experiencestosomething more embracing and participatoryFilte Ireland 2010 - A New Strategy for Cultural Tourism 29. An emotive theme betweenall attractionsRationale:Assure an experience thats predictable &unique for visitors This can lead to emotive marketing**rich in emotional meaning, of greatconversation value and holding highexpectations for visitors 30. Idea for Concept & MarketingFilte Ireland, 2010 31. Norman Ireland:Knights Templar 32. Norman Ireland:Knights Templar 33. Risks to Implementing aUnifying Concept Resistance to direction by individuals Failure to see connections/opportunities Reluctance to advertise vis--vis branding Morgan et al., 2002 34. Establishing a BrandPhaseDetail1 Market investigation, analysis andstrategic recommendations2 Brand identity development3 Brand launch and introduction:communicating the vision4 Brand implementation5 Monitoring, evaluation and reviewMorgan et al., 2002 35. 1b. Product MarketingMoving from supermarket approach tosomething that is morecompelling, distinctive, joined-up andconsumer needs-focused.Filte Ireland 2010 A New Strategy for Cultural Tourism 36. Rationale for innovative marketing campaigns1. Rich in emotional meaning2. Of great conversation value3. Hold high anticipation for visitors Morgan et al., 2002 37. Virtual Cooperationhttp://www.cherokeetourismok.com/Attractions/Pages/Attractions.aspx# 38. Pyramid of Influence4) Brand Media/Journalists TV Radio, Filte Ireland, John Murray, Derek Mooney Catherine Mack, Spin 1038 4 Brand 3) Digital InfluencersMediaFacebook, Twitter,Hook Tourism Website,Trip Advisor, Wiki sites 3Bus Eireann/Irish RailDigitalInfluencers2) Travel Books/LiteratureLonely Planet, Fodors 2Tour Group PlannersTravel Organizers/Meeting PlannersBooks LiteratureUniversities1) Consumers 1 Tourists (Domestic/Int.)Friends, other tourists and family Friends and family Groups Hill walkers clubs Retirement groups 39. 2. Relevant New EventsRationale: To attract niche markets all year longin the summer and winter seasons To underpin and reinforce total brandconcept Morgan et al., 2002 40. 3. Ideas for funding Tactical commercial activities Merchandising in venues Well-marketed activities (e.g. ticket sales) EU Social Business Initiative 2014-2020 Encouraging responsible business Facilitating social entrepreneurship Cutting red tape for SMEs 41. 4. Develop great servicesfor members Membership agreement Optional services Subscription increase Membership income grows 42. Membership Fee StructureTypeNo Member Service 2012 2013 2014 2015 Standard 1 Basic Member 7090100 110Choiceunaccredited organization2 Standard 100 120 130 140accredited organization3 Advanced Member - N/A220 230 240accredited organization Elective A Signage Initiative0 5 5 5 Services B Marketing sub-group 0 5 5 5C Network group 0 5 5 5D Peninsula Passport0 101010Discount Scheme 43. In Summary1a Create an emotive unified theme between all attractions - assure an experience thats predictable & unique for visitors1b Design innovative marketing campaigns - rich in emotional meaning which have great conversation value2Design relevant new activities/events - which attract niche markets in the summer and winter seasons3Create long-term sustainable sources of fundraising - tailored to our needs, which are innovative and user-centred4Develop great services for members - great optional services, annual membership income grows 44. Design Thinking ResearchPeople & practices vis--vis their human experienceThe Learning PhaseThe Development Phase 45. Understand Stage1. Scope of Project Agreed (POS defined)2. Filte Ireland: Q&A Sessions3. Meeting Directors & Members at AGM4. Project Planned (incl. visits to Wexford)5. Secondary Research completed 46. Observe Stage Weekly Meetings Site Visits Innovation Audit InterviewsIndividualOverall Staff Survey ResultsSurvey Result 47. Define StageActionable problem statementsNoParticular UserInsights on challenges Needs (as per Industry & Trends)1 StaffLearning & LinkagesDefined Management System2 MembersVaried visions Leadership3 Visitors Not personalized Coherent visit experience*3a. TouringHow to catch Luxury/Offline contacts/SM Strategy3b. BasedHow to exciteThrift/Mobile App/SM Strategy3c. Passing ThroughHow to stopGlocal/Mobile App/SM Strategy3d. Special Interest How to enticeStaying Well/Mobile App/SM Strategy3e. Locals/Day-trippers How to excite Information/Mobile App/SM Strategy*via the use of a destination management system (DMS)resources of destination linked 48. Ideate StageIdeas for ThemeIdeas for funding Various Concepts Commercial activitiesIdeas for Marketing EU Social Bus Initiative Mobile application Ideas for Membership Social Media Plan Branding/SignageIdeas for Events Discount System Cycling/Walking Joint Marketing Efforts Winter Events Network Opportunities Night Activities Other Ideas Focus Group IdeasHow we might Brainstorming 49. Prototype StageUnifying Concept Marketing Strategy Discount Passport Virtual Co-operation SM Strategy Guide Phone App Guide Other Media Campaigns: Radio Competitions Advertisements Signage Advertisement for APP Off-line Marketing Events Mission Statement 50. Test StageHl wes - The Normans said hello like noone else!If you come expecting castles prepare to besurprised!Experience views of Irelands most beautifulareaVisit historic sites connected to the KnightsTemplarsAnd enjoy cultural tours!Storytelling & authentic Norman meals &much more!Download the area free travel app and then:Come say Hl wes , the Norman way tosay helloVisit www.place.com for an experience likeno other ~Hl wes 51. Premier tourist destination unspoiltnatBiography up to 2012uralheritage 52. Experience Norman Ireland: KniBiography 2013-2015 ghtsontheHook 53. What kind of Total Branding?Emotive, of great conversation valueand creates a sense of high anticipation! 54. Norman Ireland:Knights TemplarsA journey rich in emotionalmeaning, creating high expectations and of great conversation value.Questions? Thank you for your time 55. Destination BrandingDestination Branding: [Paperback]Nigel Morgan (Author), Annette Pritchard (Author), Roger Pride (Author) 56. 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