AGM 2013/14 Member Engagement Meeting Wednesday 28th January 2015

AGM 2013/14 Member Engagement Meeting Wednesday 28th January 2015

Introduction: Richard O'Rawe  - Visit Derry Update 2015Update on Marketing Activity Corporate Plan & Hunter Report Review Guest Speaker: Jim Roddy CCI - Purple Flag InitiativeGuest Speaker: DCC  Events Team - City Events 2015

AGENDA

Enterprise Minister, Arlene Foster

AGM 2013/14 Celtic Connections – Glasgow

AGM 2013/14 London Boat Show

AGM 2013/14 Holiday World, Belfast 20,300 attendees

AGM 2013/14 Holiday World, Dublin 40,840 Attendees

Testimonial

“ I thought the show was great. There was great feedback on Derry too which was great. I feel that the stand was in a great place opposite the coffee shop and on the corner meant that we were well placed for visitors.  Personally I have done shows like this before when you feel like you are forcing leaflets on people, but with Holiday world I felt that the visitors were genuinely interested in the offers we were promoting Overall we feel this will generate a good ROI and would absolutely be attending this show again should we have the same opportunity”

AGM 2013/14 Hotelier Meeting Wednesday 28th January 2015

Digital Marketing Update

125,723 Visitderry.com hits

6,288 Facebook likes

4,509 Twitter Followers

5,643 Consumer E-zine Database

2,000 January Competition entries

2015 Campaign Calendar

Walled City – Central Hub

Tourism Ireland, Visit Derry & P&O Ferries End of Campaign Report

Date: January 2015

Results overall summary

P&O Ferries | End of Campaign Report-Tourism Ireland, Visit Derry & P&O Ferries

Objectives

Timing

Audience

• Raise awareness of Northern Ireland, in particular Derry and the fantastic things to see and do, including events taking place in

Autumn.• Raise Awareness of P&O Ferries

• Take a short break to Derry with a strong CTA (bookings)• Drive ferry bookings from Cairnryan/ Troon to Larne

• Increase traffic to campaign landing page with a strong CTA

Mid September-October

Families, couples including empty nesters, groups of friends; culturally curious and those interested in attending events and festivals

Budget £32,000 excl. VAT

ChannelsPress

Digital displayRadio (Added value)

Creative: Advertorial 1

P&O Ferries | End of Campaign Report-Tourism Ireland, Visit Derry & P&O Ferries

The campaign commenced with the first of two advertorials on 17th September in the Daily Record, allowing to create deep engagement and spark interest with a high end audience. The advertorial included generic reasons to travel via ferry; reasons to visit Derry including upcoming events and festivals and hotel offers as well as P&O Ferries lead in fare from Scotland.

.

Display Creative:

Messaging and imagery was Derry focused with the last frame a CTA to book the ferry.

P&O Ferries | End of Campaign Report-Tourism Ireland, Visit Derry & P&O Ferries

Competition:

Pre-promote 17th-19th September/ In Play 20 th & 21s t September

Mechanic‘Derry Easy Quiz’Presenters encouraged listeners to call in if they want to win P&O Ferries trip to Derry;One selected entrant was asked 3 general knowledge questions;If they answered all 3 questions correctly they won the P&O Ferries trip; PrizesSaturday prize:2 nights B&B plus 1 evening meal for two people in the 4 Star Tower Hotel, DerryDinner for TWO at Exchange Wine Bar & RestaurantComplimentary Tickets  for  City sightseeing Bus Tour of Ireland’s only completely walled cityComplimentary admission to the award winning Tower Museum/Guildhall  and Museum of Free Derry Sunday prize:2 nights B&B plus 1 evening meal for two people in the 4 start Belfray Country Inn, Derry *Guided tour of Ireland's only completely walled cityBus Tour of Derry with City sightseeingVisits to Tower Museum, Guildhall and Museum of Free DerryLunch in Badgers Bar & Restaurant 

 

P&O Ferries | End of Campaign Report-Tourism Ireland, Visit Derry & P&O Ferries

Campaign landing page

Campaign Landing Page included generic reasons to visit Derry including upcoming events and festivals and links to all partner sites.

P&O Ferries | End of Campaign Report-Tourism Ireland, Visit Derry & P&O Ferries

Hotel landing page

Hotel landing page included hotels (and offers) in the Derry area and a link to respective hotel websites.

P&O Ferries | End of Campaign Report-Tourism Ireland, Visit Derry & P&O Ferries

P&O Ferries | End of Campaign Report-Tourism Ireland, Visit Derry & P&O Ferries

Results cont’d…

• Format

Creative Size Impressions Clicks Bookings CTR CVR Revenue

120x600 100,268 154 15 0.15% 0.015% £2,731.45160x600 1,337,381 648 72 0.05% 0.005% £13,110.96300x250 1,294,142 699 114 0.05% 0.009% £20,759.02300x600 19,477 35 2 0.18% 0.010% £364.19728x90 2,137,922 834 132 0.04% 0.006% £24,036.75

Above are the overall total results delivered for the campaign:

• CTR target was 0.06% and we achieved 0.05%. • Click target was 3,040 & we achieved 2,370• Booking target was 401 & we achieved 335 bookings• Revenue goal was £49,999 and we delivered £61K • Campaign ROI target was £5.75 and we achieved £7.64

P&O Ferries | End of Campaign Report-Tourism Ireland; Visit Derry & P&O Ferries

  

Summary

• In summary we are really happy with how the campaign performed, the partners we chose delivered a strong performance which enabled us to deliver 267 bookings above our target

• Target Results: 800 v Actual Results: 1067 (Press: 672; Display: 335 & Email: 60)

• Revenue Results: £220,512 (Press: £147,946; Display: £61,002 & Email: £11,564)

• This campaign was helped by having such a strong creative and a combination of online and offline activity

• We continue to value our partnership & are very much looking forward to working together on further joint campaigns during 2015

  

Hotelier Meeting Wednesday 28th January 2015

Hotelier Meeting Wednesday 28th January 2015

Hotelier Meeting Wednesday 28th January 2015

Hotelier Meeting Wednesday 28th January 2015

Membership

•11 new members• New opportunities•Contact: Maria Mc Dermott

P&O Ferries | Presentation Title | Date