Helen McDaidFáilte IrelandDublin Programme Team

The Overseas Holidaymaker

to Dublin

by 2020: 6m Visitors

€2.2bn Revenue 27,000 additional Jobs

Perception:

Dublin lacks distinction and feels one dimensional

The Vision

Position Dublin in a way that makes it sustainably attractive versus our

competitive set

Our Challenge

“Dublin living thrives side by side with the natural outdoors so you can

constantly jump between completely

unique, different and

often unexpected experiences”

3 Key Strategic Pillars 2016-2020

1. Enhance Trade Capability

2. Develop & Enhance Visitor Experiences

3. Establish & Improve Awareness of Brand Dublin

Pillar 1 Enhance Trade

Capability

INDUSTRY ENGAGEMENT PROGRAMME

Pillar 2Develop &

Enhance Visitor Experiences

Working in Clusters

Dublin Discovery Trails

Visitor Access

Pillar 3 Establish & Improve Awareness of Brand

Dublin

» Public/Private Funding Model €1.6m

» GB focused – Manchester, Liverpool, Glasgow, Edinburgh & Birmingham

» Encourage short breaks to November – February

» To build Dublin in a distinctive way encapsulating what to see and do

2016 Dublin Campaign

Digital Out of Home Media (Billboard)

Radio OTA Partnership

National Print

Social (Facebook)

Media Plan

Dalkey on Display

Thank You