helen mcdaid fáilte ireland dublin programme team · 2016-10-05 · see dublin, the world's...
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Helen McDaidFáilte IrelandDublin Programme Team
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The Overseas Holidaymaker
to Dublin
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by 2020: 6m Visitors
€2.2bn Revenue 27,000 additional Jobs
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Perception:
Dublin lacks distinction and feels one dimensional
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The Vision
Position Dublin in a way that makes it sustainably attractive versus our
competitive set
Our Challenge
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“Dublin living thrives side by side with the natural outdoors so you can
constantly jump between completely
unique, different and
often unexpected experiences”
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3 Key Strategic Pillars 2016-2020
1. Enhance Trade Capability
2. Develop & Enhance Visitor Experiences
3. Establish & Improve Awareness of Brand Dublin
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Pillar 1 Enhance Trade
Capability
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INDUSTRY ENGAGEMENT PROGRAMME
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Pillar 2Develop &
Enhance Visitor Experiences
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Working in Clusters
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Dublin Discovery Trails
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Visitor Access
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Pillar 3 Establish & Improve Awareness of Brand
Dublin
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» 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
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Digital Out of Home Media (Billboard)
Radio OTA Partnership
National Print
Social (Facebook)
Media Plan
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Thank You