Mid Ireland TourismAGM 2014
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Mid Ireland Tourism
• Background Information• Review of Activities• Plans for 2014
Board of Directors
• Alfie McCaffrey (Chairperson) Old Pork Farm• Barbara Smyth (Secretary) Silverline Cruisers, Banagher • Peter Loughnane County Arms Hotel, Birr• Joan Larkin, Lime Kiln Self Catering • Michael Dolan, Mount Temple Golf Club• Cllr. Tony McLoughlin Offaly County Council Main Street,
Birr • Angela Jupe, Bellefield Gardens• Brigid Geoghegan, Belvedere House, Gardens & Park• Veronica Molloy, Crossogue Preserves• Andrew Lambert, Kinnity Castle Hotel• Martina Dermody, Core Crafts• Martin Kearns, Townsend House
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Background Information
• Formally Ely O’Carroll Tourism • 18 Years in operation• Voluntary Board of Directors• Staff of 4• Membership Based Organisation• Not for profit
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Our Region
Membership 2014
• Number of Visitor Guide entrants increased by 8% on 2013 edition
• 130 entries in 2014 edition• 23 new members since October 2013
Including: – Racket Hall Country House– The Thatched Cottage Ballycommon– Charleville Castle– Viewmount House – Ballyshiel Artisan Foods
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Our Role• Tourism Marketing Company• Our objective is to brand, package and promote
Mid Ireland as a unique region among key influencers and potential customers both at home and abroad.
• Market the Mid Ireland Region – which we define as Offaly, North Tipperary, Laois, Longford, Westmeath and East Galway
• Our Members – range from Accommodation Providers, Leisure Activities, Attractions, Arts & Crafts, Restaurants, Pubs and Food Producers
Between December 2013 and February 2014:
· Increase of 11.3% in overseas visitors overall
133,000 more than same period 12 months earlier
Britain +14% (79,500)
North America +17% (23,700)
Mainland Europe +3% (13,700)
Other Areas +21% (16,000)
(CSO 26 March 2014)
Industry Overview
•59% of Irish tourism revenue comes from overseas visitors
•41% comes from domestic travel
•Tourism is Ireland’s largest indigenous industry and it employes 200,000 people in every community in Ireland
•The Gathering
Industry OverviewIndustry Overview
Review of Marketing Activities
• Market Mid Ireland Region under “ Mid Ireland ..it’s a kind of magic!
"• Mid Ireland Visitor Guide• Website: www.midirelandtourism.ie• Social Media: Facebook & Twitter • Shows & Events• Interaction with Tourism Partners• Seminars/PR Campaigns
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Mid Ireland Visitor Guide
45,000 Printed Annually
Distribution:
• Mid Ireland Tourism Team
• Members
• Glance Promotions
• Internationally by Tourism Ireland
• Papermill - major Ferry Ports
Shannon, Cork & Galway Airports
• Promotional Shows & Events,
– requested by companies and groups
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Mid Ireland Visitor Guide
• New design in collaboration with Brosna Press• Eighty pages of accommodation, attractions,
activities, crafts and restaurants.• Visitor Card with €2,000 worth of offers• Updated map
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MidIrelandTourism.ie
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MidIrelandTourism.ie
• Direct links to members websites• Online Marketing Campaigns• Evaluation of Website• Special Offers & Festivals & Events Sections• Queries & Bookings• Popular information packs
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WebsiteGoogle Analytics
• Unique visitor number to website 2013 - 74,665• Jan – Apr 2014 vs. Oct – Dec. 2013:
– Visits +29.35%– Avg. Visit Duration +60%– Pageviews +60%– US Visitors +26%
• Pages most viewed • Changes / improvements during the year• What promotions have increased traffic • Our top 5 referral sites – Google, Yahoo, Twitter, Hidden
Gems and Birr Castle• 81.70% are new visitors 18.301% are returning visitors
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Web Content•Developing experience packages and itineraries
•For example, ‘My Week in Mid Ireland’
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Since October 2013: • Facebook: 1,606
+10% • Twitter: 1,320 +22%
Excellent response to competitionsMore advertising going forward
Social Media
E-Marketing Campaigns
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•School Tours
•Active Retirement
•Special Offers
•Irish Associations Overseas
Public Relations•Increased emphasis on Irish-American news sources such as Irish American News and Irish Central
•Irish Times Gathering Piece
•Irish News profile
•Irish Examiner
•Strong relationship with local press
•Forging links with Travel Bloggers via Twitter
Public Relations
Shows & Events
• Holiday World, Dublin – 55,000 over 3days• Northern Ireland Campaign-Moira Game Fair, Co.
Down-30,000– Shane’s Castle, Co. Antrim – 25,000
• Bloom Festival, Dublin – 90,000 over 3 days• Failte Ireland Horse Show, Dublin• The Tullamore Show – 60,000• Irish Game & Country Fair, Birr Castle – 30,000• The National Ploughing Championships –
180,000• Over 50’s Show, Dublin
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Partnership Approach
Interaction with• Midland Regional Authority• Local Authorities• Leader Partnership Companies• Failte Ireland
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Tourist Office
Currently in discussions with Failte Ireland about the potential for a year-round tourist office in Birr operated by Mid Ireland Tourism.
Other Activities
•Enquiries Office•Competitions •General Office Administration for Members
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Going forward
• Challenges: finance, participation levels
• Opportunities: to continue in increase our profile
• Strengths: Our commitment to Mid Ireland Tourism
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January & FebruaryJanuary: • Holiday World, Dublin • Distribution of Visitor Guide• Design & Production of Special Offers Brochure
February: • Mid Ireland Region Website• Production of School Tours Brochure
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March & April
• Mid Ireland Tourism AGM• Launch of 2014 Visitor Guide
• Direct Marketing Campaign
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May• Design & Production of Special Offers Brochure
• Active Retired Campaign - Mail Shot & PR
campaign • Outdoor Activities Campaign - Distribute
Activities Brochure• Mail Shot, PR and Web campaign• Direct Marketing Campaign• Marketing/Networking Meeting
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June & July• Northern Ireland Campaign - Shane’s Castle• Bloom in the Park, Dublin • Midlands Home & Garden Festival, Belvedere
House• Shopping Centre Promotion
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August• Design & Production of Special Offers Brochure
• Failte Ireland Horse Show, Dublin• The Tullamore Show• Birr Vintage & Arts Festival• The Irish Game & Country Fair• Networking/Marketing Meeting• Mid Ireland Tourism Golf Classic
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September & OctoberSeptember:• The National Ploughing Championships• Organise Fam Trip
October: • Slieve Bloom Storytelling Festival• Hullabaloo! Children’s Arts Festival• Over 50’s Show, Dublin• Marketing/Networking Meeting
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November & December
November:• Design of Mid Ireland Visitor Guide
2015December: • Production of Mid Ireland Visitor
Guide 2015
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Thank You
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