CANADA & AUSTRALIA Marketing Plans 2019
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
- 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
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www.tourismirelandindustryopportunities.com
Q & A