SOUTHERNEUROPE

Marketing Plans 2019

Marketing Manager

Tourism Ireland Italy

Niamh Kinsella Barbara WoodMarketing Manager

Tourism Ireland Spain

0

50.000

100.000

150.000

200.000

250.000

300.000

350.000

400.000

2012 2013 2014 2015 2016 2017 2018

Spain

Italy

+59%

+15%

+79%

SOUTHERN EUROPE 2018 PERFORMANCE

CSO arrivals Jan - Sep

SOUTHERN EUROPE – SEASON EXTENSION OPPORTUNITIES

20% visit in Q4

33% visit in Q3

JUL AUG SEP

30% visit in Q2

APR MAY JUNE

17% visit in Q1

JAN FEB MAR

17%visit in Q1

26%visit in Q2

40%visit in Q3

17%visit in Q4

JAN FEB MAR APR MAY JUNE JUL AUG SEP OCT NOV DEC

OCT NOV DEC

Italy & Spain Access

+22kairline seats

+23kairline seats

1,000weekly ferry capacity

directly into Cork

+17%

+5%

Young.

62% are 25 -54 years old.

6% are 55+.

Direct bookers & OTAs

Late bookers Heavy digital & social

Word of mouthPeer-2-Peer

Value for Money

Barcelona32%

Madrid26%

Unique but not too different

SOUTHERN EUROPE – WHAT MAKES US DIFFERENT

SOUTHERN EUROPE – WHAT MAKES US DIFFERENT

Top 10 destinations

Trust who and what they know

Food matters

Value for moneyQuality

Seasonal peaks

Iconic &

authenticRome22%

Milan20%

Late bookers

3rd

BUILDING THE BRAND

IRLANDA. DRITTO AL CUORE

IRLANDA LLEGA A TU CORAZÓN

BUILDING THE BRAND PUBLICITY –Traditional & “influencer”

160MONLINE REACH

€26.5MEAV

BUILDING THE BRAND PARTNERCAMPAIGNS

BUILDING THE BRAND SOCIAL & DIGITAL

728,000Followers

SPD AND GREENINGS #italialovegreenINSTAGRAM CONTEST

INFLUENCER CAMPAIGNS

GREENINGS

REGIONAL GROWTH

REGIONAL GROWTH AIRLINE CO-OP PROMTING REGIONAL ACCESS

NEW ICONS IN PARTNER

CAMPAIGNS

REGIONAL GROWTH MEDIA VISITS

SOCIAL & DIGITAL

REGIONAL GROWTH

FESTIVALS &

EVENTS

TRADE FAM TRIPS

SEASON EXTENSION

SEASON EXTENSION

OFF SEASON BRAND

CAMPAIGNS

PARTNER CAMPAIGNSQ’s 1, 2 & 4

SEASON EXTENSION

REASONS TO GO FROM

OCTOBER TO MAY

Year round PR, Publicity & Influencer Programme

CALENDAR OF ACTIVITIES 2019

Jan Feb March April May June July August Sept Oct Nov Dec

Year round SEM/Social Media/Content Marketing/Ireland.com/Email Marketing

Year round Trade Communications: Fam Trips/Trade Website & Ezines/Webinar Programme

SPD Campaigns/ Greenings

Digital Brand Campaigns

Co-op Partner Campaigns

Digital Brand Campaigns

Co-op Partner Campaigns

Game of Thrones/ Screen Tourism

OPPORTUNTIES FOR CONVERSION

OPPORTUNITIES FOR CONVERSION WEBSITE & EMAIL MARKETING

2.9M Visits

OPPORTUNITIES FOR CONVERSION

728,000Followers

SOCIAL MEDIA & COMPETITION PRIZES

OPPORTUNITIES FOR CONVERSION

TTGTRADE

FAIR

FAM TRIPS

TARGETINGTHE TRAVEL TRADE

WEBINARS&

TRADECOMMS

WORK WITH US….

tourismirelandindustryopportunities.com

QUESTIONS

Marketing Plans 2019