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“Experience Ireland in 2015”

NBC Holiday Broadcast and Digital Recap

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CAMPAIGN SUMMARY

The NBC Stations partnered with Tourism Ireland and Carat to produce a multi-platform, multi-market campaign designed to promote travel to Ireland in 2015.

A five market Broadcast TV buy (NYC, CHI, PH, DC, and LA) and six Market Digital Buy (NYC, CHI, PH, DC, Bos and LA) ran December 22nd- December 31st , 2014, providing Tourism Ireland with a dominant presence it in its priority markets.

With over 13,596,000 broadcast and 4,088,000 impressions served digitally, the Experience Ireland in 2015 campaign was a rousing success.

The following slides recap the campaign…

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BROADCAST CAMPAIGN

• NBC and Carat hand-picked a media schedule that combined premium programming and special events with a targeted day part mix.

Highlights included:

– Today Show– Michael Buble’s Christmas Special– Sunday Night Football (12/28/14– New Year’s Eve with Carson Daly

• Broadcast campaign delivered 127% of estimated GRPS and 13.5MM impressions across the 5 markets

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BROADCAST DELIVERY

POST:

:30 Spots

Market Call Letters Est A35+ Act A35+ % Post A35+ (000's)

New York WNBC 38.1 45.6 120% 5,051

Los Angeles KNBC 35.4 39.2 111% 3,448

Chicago WMAQ 24.0 31.0 129% 1,540

Philadelphia WCAU 30.0 47.2 157% 2,005

Washington DC WRC 15.0 14.7 98% 1,099

San Francisco KNTV 6.6 11.9 180% 453

TOTAL 149.1 189.6 127% 13,596

** an attached excel plan provides detail by market and program

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DIGITAL SUMMARY

• 12 Homepage Takeovers (2 per market)

• 1 Week of Native Advertising in each market

• Experience Ireland Sweepstakes

• Tourism of Ireland branded E-Blast

• Desktop and Mobile Rotational Placements

Digital Campaign delivered 4,088,306 impressions, 92 % of the estimate* (see attached plan for details). Additional highlights include an aggregate CTR of .4%, 5 times higher that the industry standard, and 11,000 sweepstakes entries.

*As of 1.08.15, NBC has offered to run an additional 350,000 impressions as “make good”

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HOMEPAGE TAKEOVERS

• Tourism of Ireland was given 2 Homepage Takeovers per market. The takeovers were strategically placed on specific dates within flight

• 1.4MM Impressions Delivered

• .22% CTR

• IMAGE

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NATIVE ADVERTISING

• Native Advertising was content created by NBC in collaboration with Tourism of Ireland promoting why people should Ring in the New Year with Ireland. The was live the entire flight of the campaign.

• 863,000 impressions delivered

• .09% CTR

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EXPERIENCE IRELAND IN 2015 SWEEPSTAKES

• IMAGE

• Over 11,000 Contest Entries collected. This is marketing collateral Tourism of Ireland can use for future initiatives

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EXPERIENCE IRELAND 2015 E-BLAST

• IMAGE

• Tourism of Ireland was given the opportunity to send out branded e-blasts to promote the Experience Ireland Sweepstakes

• 158,000 recipients

• 22,718 Opens

• 14.42% Open Rate

• 19.6% CTR