INDUSTRY BRIEFING 2017 NEWBRIDGE JENNY DE SAULLES Head of Irelands - - PowerPoint PPT Presentation

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Oct 26, 2023 680 likes •1.23k views

INDUSTRY BRIEFING 2017 NEWBRIDGE JENNY DE SAULLES Head of Irelands Ancient East PAUL KEELEY Director of Business Development Purpose Take stock of progress Commercial impact 2017 Priorities Context for our work Opportunity

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INDUSTRY BRIEFING 2017

NEWBRIDGE

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JENNY DE SAULLES

Head of Ireland’s Ancient East

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PAUL KEELEY

Director of Business Development

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Purpose

Take stock of progress
Commercial impact
2017 Priorities

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Context for our work

… Opportunity for Growth 70% of the action is in 30% of the landmass. Capacity pinch in hotspots.

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Holidaymaker per capita spend

Domestic holidaymaker Overseas holidaymaker

Source: Fáilte Ireland estimates based on CSO and NISRA surveys

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Getting the right experiences in place

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Small Grants Scheme:

25 Pro roje jects - €2.3 millio lion investment

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Building on our Strategic Partnerships

Pipeline of Capital Projects Agreed to take to FI Authority & Visitor Service Enhancements Ongoing

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Unlocking our Stories

Storytelling Workshops – 1,000
Dwell on Excellence Workshops - 2,500

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Building Consumer Awareness

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DOMESTIC MARKETING

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Press

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Digital Marketing

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Socialising the Stories!

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Dublin Airport – AerPods Campaign in T2

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Cork Airport – baggage carousel

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17 November 2016

Domestic PR Coverage

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Tourism Ir Ireland believe in the brand … Overseas Marketing

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Tourism Ireland – Autumn Campaign

Richard E Grant in Powerscourt Estate Connect 16 Fam Visits to Cobh, Kilkenny & Wicklow

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Tourism Ireland: €9m Autumn Campaign

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New Website launched

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Driving Commercial Impact

The brand is delivering
Your work is making a difference

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Influence of Attractions to Visit Area

Base: Overseas visitors n=2,021

47 50 48 40 45 58 33 29 32 32 36 31 20 21 21 28 19 11

Infl nflue uenc nced d a lot Infl nflue uenc nced d a little No Not at all

Strength of influence to visit the area is highest among IAE Attractions

Social Energisers 197 % Culturally Curious 345 % 681 % 768 % 572 % Total 2,021 %

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Cross Promotion/Inspiration

Did your visit inspire you to visit any other visitor centres

Base: All visitors n=2,402

19 18 21 15 12 33 21 17 42 42 45 44 49 30 35 33 39 40 34 41 39 36 44 50

Infl fluenced a a lot lot Infl fluenced a lit little Not

t at all

all

33% of visitors to attractions in IAE were influenced a lot to visit another attraction in the area.

Total Residence Segments Over- seas ROI Social Energiser Culturally Curious % % %

% % %

% %

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Partnering to win New Fresh Programming

42 overseas operators already programming the brand.

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Getting on the ‘shop shelves’: New Distribution

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Accommodation Performance

January-August 2016 vs 2015

Overall Bed occupancy*

2015: 43% 2016: 48%

*average across hotels, guesthouses, B&Bs, self-catering, hostels and caravan/camping

1IN2Destination January-July

Hotel Accommodation 2015 2016 Room Occupancy 63% 68% Bed Occupancy 49% 52% Average Room Price1 €102 €117

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Brand is helping deliver revenue growth

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Shocks will happen. We must have focus.

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*Prices in Ireland’s Ancient East

Exchange rates impact on the British visitor?

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2017 Priorities

1. Activate new Brand Strategy
2. Brand Awareness
3. Capability Building
4. Experience Development
5. Business Development

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Goal:

To make Ireland’s Ancient East

… the most engaging, enjoyable and

accessible cultural holiday experience in Europe.

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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 Focus on geography Industry networks focused on memory making, storytelling and experience Holiday enhancement Holiday motivator Things to see Places to stay

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Brand Awareness

Heavyweight Domestic Campaign Overseas marketing across key markets

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Building Capability

Global & International Management Skills Foreign Languages & Cultural Awareness International Marketing Skills International Sales Skills Logistics & Distribution Skills Customer Service/ Support Skills Product Design & Development Skills

Tourism as an internationally traded service

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Excelling in Customer Service … and making it pay!

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Experience Development…

Using Stories to create unique Saleable Experiences

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Audience Engagement

… incl. Masterclass with Fiona Shaw

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Transit to Touring Zone … grow dwell time & bednights

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2017 Business Development

Secure better distribution
Address Regional & Season Spread
Tour Operators
OTA Channels
Direct
Overcome supply side gaps – capacity & capability
Trade Platforms

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Punchestown, March 2017
Trade ‘Fams’ showcase
Incubation Section
Building Accommodation Inventory (open to group contracting)
Training Programme for Irish providers

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Ireland’s Ancient East 2014 - 2020

2,800 3,800 1,400 2,000 2014 2015 2016 2017 2018 2019 2020 Overseas tourists to Ireland's Ancient East (000) Overseas holidaymakers (000s)

+24% +26%

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Our Ask of You Commit

to each other
to being the best storytellers
to delighting consumers & buyers

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INDUSTRY BRIEFING 2017

NEWBRIDGE

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PÓL O CONGHAILE

Travel Editor & Writer

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PANEL DISCUSSION

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INDUSTRY BRIEFING 2017

NEWBRIDGE

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SHAUN QUINN

CEO Fáilte Ireland

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