INDUSTRY BRIEFING 2017 NEWBRIDGE
JENNY DE SAULLES Head of Ireland’s Ancient East
PAUL KEELEY Director of Business Development
Purpose Take stock of progress Commercial impact 2017 Priorities
Context for our work … Opportunity for Growth 70% of the action is in 30% of the landmass. Capacity pinch in hotspots.
Holidaymaker per capita spend Domestic holidaymaker Overseas holidaymaker Source: Fáilte Ireland estimates based on CSO and NISRA surveys
Getting the right experiences in place
Small Grants Scheme: 25 Pro roje jects - € 2.3 millio lion investment
Building on our Strategic Partnerships Pipeline of Capital Projects Agreed to take to FI Authority & Visitor Service Enhancements Ongoing
Unlocking our Stories • Storytelling Workshops – 1,000 • Dwell on Excellence Workshops - 2,500
Building Consumer Awareness
DOMESTIC MARKETING
Press
Digital Marketing
Socialising the Stories!
Dublin Airport – AerPods Campaign in T2
Cork Airport – baggage carousel
Domestic PR Coverage 17 November 2016
Tourism Ir Ireland believe in the brand … Overseas Marketing
Tourism Ireland – Autumn Campaign Richard E Grant in Powerscourt Estate Connect 16 Fam Visits to Cobh, Kilkenny & Wicklow
Tourism Ireland: € 9m Autumn Campaign
New Website launched
Driving Commercial Impact - The brand is delivering - Your work is making a difference
Influence of Attractions to Visit Area Base: Overseas visitors n=2,021 Social Energisers Culturally Curious Total 197 345 2,021 681 768 572 % % % % % % 40 45 47 Infl nflue uenc nced d a lot 48 50 58 32 32 36 33 29 Infl nflue uenc nced d a little 31 28 21 20 21 19 11 Not at all No Strength of influence to visit the area is highest among IAE Attractions
Cross Promotion/Inspiration Did your visit inspire you to visit any other visitor centres Base: All visitors n=2,402 Total Residence Segments Over- Social Culturally ROI seas Energiser Curious % % % % % % % % 12 15 17 18 19 21 21 Infl fluenced a a lot lot 33 33 49 44 35 42 42 Infl fluenced a lit little 45 30 50 44 41 40 39 39 36 34 Not ot at all all 33% of visitors to attractions in IAE were influenced a lot to visit another attraction in the area.
Partnering to win New Fresh Programming 42 overseas operators already programming the brand.
Getting on the ‘shop shelves’: New Distribution
Accommodation Performance January-August 2016 vs 2015 • Overall Bed occupancy* 2015: 43% 2016: 48% Hotel Accommodation 2015 2016 Room Occupancy 63% 68% Bed Occupancy 49% 52% Average Room Price 1 € 102 € 117 *average across hotels, guesthouses, B&Bs, self-catering, hostels and caravan/camping 1 IN2Destination January-July
Brand is helping deliver revenue growth
Shocks will happen. We must have focus.
Exchange rates impact on the British visitor? *Prices in Ireland’s Ancient East
2017 Priorities 1. Activate new Brand Strategy 2. Brand Awareness 3. Capability Building 4. Experience Development 5. Business Development
Goal: To make Ireland’s Ancient East … the most engaging, enjoyable and accessible cultural holiday experience in Europe.
New Brand Strategy IAE Today IAE 2022 A “branded “Region A distinctive cultural destination; an immersive experience that happens in many places Fragmented/Obscure Coherent/Part of DNA Limited iconic products Engaging in living history, local life and lore Industry networks focused on memory Focus on geography making, storytelling and experience Holiday enhancement Holiday motivator Things to see Places to stay
Brand Awareness Heavyweight Domestic Campaign Overseas marketing across key markets
Building Capability Foreign Languages & Cultural Awareness Product International Design & Marketing Development Skills Skills Tourism as an Global & International Management internationally Skills Customer traded service International Service/ Sales Skills Support Skills Logistics & Distribution Skills
Excelling in Customer Service … and making it pay!
Experience Development… Using Stories to create unique Saleable Experiences
Audience Engagement … incl. Masterclass with Fiona Shaw
Transit to Touring Zone … grow dwell time & bednights
2017 Business Development • Secure better distribution • Address Regional & Season Spread o Tour Operators o OTA Channels o Direct • Overcome supply side gaps – capacity & capability • Trade Platforms
• Punchestown, March 2017 • Trade ‘ Fams ’ showcase • Incubation Section • Building Accommodation Inventory (open to group contracting) • Training Programme for Irish providers
Ireland’s Ancient East 2014 - 2020 3,800 2,800 +24% 2,000 1,400 +26% 2014 2015 2016 2017 2018 2019 2020 Overseas tourists to Ireland's Ancient East (000) Overseas holidaymakers (000s)
Our Ask of You Commit to each other to being the best storytellers to delighting consumers & buyers
INDUSTRY BRIEFING 2017 NEWBRIDGE
PÓL O CONGHAILE Travel Editor & Writer
PANEL DISCUSSION
INDUSTRY BRIEFING 2017 NEWBRIDGE
SHAUN QUINN CEO Fáilte Ireland
INDUSTRY BRIEFING 2017 NEWBRIDGE
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