North America

Alison Metcalfe

Head of North America

Tourism Ireland

Tourism Ireland | Marketing Plans 2017 2

Value of the North American Market

Tourism Ireland | Marketing Plans 2017 3

• 68% are holidaymakers

• Long stay

• High spend

• Region friendly

• High users of paid premium accommodation &

visitor services

15% total visitors 21% promotable visitors 26% revenue

Sizzle Reel

Tourism Ireland | Marketing Plans 2017 4

2016…… on track for 4th Record Year

Tourism Ireland | Marketing Plans 2017 5

Jan-Oct 2016

+18% Source: CSO

US Outbound to

Europe +6.8% Source: US Dept. of Commerce

Market Performance &

Outlook

Geographical Breakdown of US Visitors to Ireland

Tourism Ireland | Marketing Plans 2017 7

MIDWEST

19%

WEST

22%

NEW ENGLAND

8%

SOUTH

25%

MID ATLANTIC

26%

Sources: Failte Ireland Survey of Travellers (SOT)

TNI / NISRA Northern Ireland Passenger Survey (NIPS)

Key Drivers of Growth

Tourism Ireland | Marketing Plans 2017 8

VALUE FOR

MONEY

EFFECTIVE

TARGETED

Marketing

INCREASE in

Air Capacity

INVESTMENT

in visitor

experiences

STRONG

Brand

9

2017 Air Access Map – USA & Canada

54,000 seats

weekly

17 gateways

A reminder of who we are targeting

Tourism Ireland | Marketing Plans 2017 10

Investment

ratio: 75%

Investment

ratio: 25%

Where are best prospects located - USA

Tourism Ireland | Marketing Plans 2017 11

MIDWEST

Social

Energisers

Culturally

Curious

20% 20%

WEST

Social

Energisers

Culturally

Curious

21% 25%

NORTHEAST

Social

Energisers

Culturally

Curious

22% 18%

Social

Energiser

s

Culturally

Curious

37% 38%

Source: 2016 GTI Brand Tracker survey

SOUTH

Social

Energisers

Culturally

Curious

37% 38%

Working together to

build upon success &

sustain momentum

A stronger focus on

building the Brand

A return to TV in US

Maintain focus on

digital

New brand

partnerships

National Television Campaign

Tourism Ireland | Marketing Plans 2017 16

Golf

• TV - NBC Golf Channel

• Majors and relevant programming

• golfchannel.com and social platforms (TI and

Golf Channel)

• Golf Channel talent Matt Ginella

• Capitalize on 2017 Irish Open and 2019 Open

Championship

Household

Impressions:

TV: 22M

Digital: 5M

Driving Consumer

Engagement

2017 Campaign Summary

Social Energizers Culturally Curious Tactical

Impressions: 28MM Impressions: 50MM Impressions: 65MM

Brand Campaign: 115M impressions Tactical: 28M impressions

Campaign Total: 143M impressions (est.)

Engaging the Consumer via digital television, video, native, display

Tourism Ireland | Marketing Plans 2017 20

Culturally Curious Social Energizers

An Expanding Social Media Footprint

Tourism Ireland | Marketing Plans 2017 21

Followers: 9K Boards: 40

Twitter Followers : 65K

Fans: 1.16m

+

Driving Conversion &

Closing the sale

Billy Condon

VP Marketing USA

Tourism Ireland

Tourism Ireland | Marketing Plans 2017 23

Co-operative Marketing with Airlines & Operators

Tourism Ireland | Marketing Plans 2017 24

Airlines Operators

Industry Engagement /

Opportunities

Industry Opportunitie - USA

Tourism Ireland | Marketing Plans 2017 26

Washington/Atlanta/Boca Raton (Feb)

Chicago/Boston/Austin (Apr)

San Diego/San Francisco/Houston (Nov)

3rd week

added

Henderson NV (May)

Hollywood FL (Jul)

Webinars (10)

Monthly e-zine to 5000 contacts

3 levels of

investment

Industry Opportunities - Canada

• Consumer Partnership Programme-

4 investment levels

• Webinar series

• Group Travel Sales Mission,

February – Vancouver, Calgary,

Edmonton and Toronto

• Trade Communications

Tourism Ireland | Marketing Plans 2017 27

Business Tourism

Tourism Ireland | Marketing Plans 2017 28

• Incentive Live, Las Vegas - Jan (NEW)

• PCMA Convening Leaders, Austin – Jan

• SMU, New York – March

• M&I Forum, Cancun – May

• Meet in Ireland B2B Networking Events (East Coast x 2

and Toronto x 1)

• Meet in Ireland e-zines (Quarterly)

• IMEX, Las Vegas - Oct

Publicity – USA & Canada

Tourism Ireland | Marketing Plans 2017 29

•Incoming Media trips

•Online Media Room

•E-zines

•Electronic Press Kit

•Social media

•In market events

Target top

tier media

outlets

THANK YOU

Q & A