Munster Vales Roc ock of of Ca Cash shel Market Research - - PowerPoint PPT Presentation

Munster Vales

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Marketing Plan The Process?

• Market Research
• Fáilte Ireland, Tourism Ireland, Ireland’s Ancient East
• County Strategies – Waterford, Cork and Tipperary
• Regional Strategies – Munster Vales Feasibility Study & Ballyhoura
• Workshops in Cahir, Bruff & Dungarvan

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• Market Analysis
• Key Markets – Domestic, UK, Germany with US & France
• Market Segments
• Domestic – Walkers, Cyclists, Over 55s, Connected Families,

Footloose Socialisers

• Overseas - Culturally Curious, Great Escapers

The Workshops

• Munster Vales and Ireland’s Ancient East proposal
• Get to know each other
• Their Destinations & Munster Vales
• Packages, Bundles & Itineraries
• Favourite Visitor Attractions
• Hidden Gems
• Great local stories
• Creating ‘wow’ Itineraries to sell their story, experiences, attractions &

Munster Vales Well over 50% of all the information contained in the final 3 proposed ‘Big Win’ Visitor Experience Bundles

• riginated

from the itineraries, suggestions, information and stories gathered from attendees

Key Overseas Markets

What Do They Like To Do?

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Key Influencers?

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Our Domestic Market

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Ireland’s Ancient East?

Priority Global Customer Segments? Culturally Curious & Great Escapers Target Sales Message?

• 5,000 years of European history in a compact, accessible area
• Stories told by the greatest storytellers in the world
• It’s easy to take it all in » To go at your own pace
• To dip in or delve in » To meet great people
• And to enjoy unique and diverse places that have inspired for thousands of years

Loug ugh Gur Gur Priority Markets?

• Great Britain & North America
• Germany & France

Munster Vales Key Markets?

• Domestic Market – Full direct access & travel practically all

year round

• Great Britain – our largest source of overseas visitors. Key

access – Rosslare, Dublin Ports, Waterford, Cork & Shannon Airports

• Germany – our largest Mainland Europe market. Key access -

Waterford (onward connections through London Luton), Cork, Kerry, Shannon & Dublin Airports

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• France – our second largest Mainland Europe market. Ports

Cork & Rosslare & Cork, Shannon, Waterford (connections through London Luton) & Dublin

• US – key with diaspora links and are avid touring visitors

Domestic Market Segments?

Domestic: Walkers, Cyclists, Over 55s, Footloose Socialisers & Connected Families

• Walkers: Mountaineering Ireland’s membership (2015 )

numbered 11,500, with 184 clubs and 1,400 individual members

• Cyclists: Since 2009, membership of Cycling Ireland has grown

from 5,600 to 23,000 in 2014. Clubs grown from 174 to 398

Loug ugh Gur Gur Footloose Socialisers:

• Authentic & interesting surroundings
• Go off the beaten track, meet the locals & get under the skin
• Good food & drink; Interested in the history & culture

Connected Families: create family memories that remind them

• f their own childhood
• Over 55s: Active Retirement Ireland (ARI) membership of over

24,500 - 550 local associations. Growth of 30% in 4 years

Culturally Curious

• What are they most likely to be seen doing?
• Exploring small towns & villages, experiencing history &

culture simultaneously

• Exploring landscapes – Megalithic or early Christian relics
• In castles, gardens, museums, country houses & art

galleries

• UNESCO sites, visitor centres, browsing for books to

deepen their experience

• Enjoying good food & wine, particularly local specialities
• Unique local festivals &and events
• Walking, cycling or pleasure boating to explore a new place
• Talking to locals to get a different take on the story of a

place

Overseas Market Segments?

Overseas Market Segments?

Great Escapers What are they most likely to be seen doing?

• Enjoying the beauty of breath-taking landscapes
• Visiting the coastline
• Exploring remote & exciting landscape through

walking or cycling

• Standing together on the top of a mountain or cliff
• Visiting a castle or landmark
• Enjoying relaxing meals with local produce or a lovely

evening in an authentic pub

Where & How Do We Market the Munster Vales?

3 Year Marketing Plan

Start on Our Doorstep with You!

• Become a part of the Munster Vales Identity – promote MV LOGO
• n your Traditional & Digital marketing
• Use the BUNDLES & Itineraries in your Marketing Materials e.g.

Websites, Enquiry Responses, Email signatures, Brochures, Social Media, Promotions

• CREATE YOUR OWN and modify the MVs Bundles & Itineraries

to suit your business and add to Munster Vales

• PROMOTE IT to your families, neighbours, guests, trade, press –

Talk it up!

• CLUSTERING of Experiences within your Destination
• Get people to STAY in your area and the Munster Vales – longer

dwell time

Marketing Plan Core Elements

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Tipperary Direct Marketing Tour Operators Advertising Sponsorship Marketing Materials Domestic Media Promotions Digital PR

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Tipperary Website

Tourism Content – Photos, Text & More

PR & Media Brochure's Maps Identity Awareness Promotion Social Media

Outline Action Plan Year 1

Visitor Experience Itineraries

Potential National Benchmark for Irelands Ancient East

Tourist want Unique, Interesting & Authentic Local Experiences Tourist Want Stories & Hidden Gems and Local Recommendations Loug ugh Gur Gur Tourists need your valuable Local Knowledge to inspire them Weave Stories into a set of Itineraries

Comeragh Galtee Knockmealdown Slievenamon

1st Workshop 2nd Workshop USP’s / Theme Experiences Stories History Heritage Walking Cycling Driving Food Hidden Gems

1st Set for Year 1

Process of Building Visitor Experience Itineraries

Comeragh BALLYHOURA

3rd Workshop Workshop's Research Statistics I A E Steering Grp. INPUT

Visitor Experience Itineraries

Potential National Benchmark for Irelands Ancient East

Adopt and Promote these 1st x3 Bundles & partner with other Businesses

Big Opportunity: Munster Vales & Ireland's Ancient East can then help you with marketing and promotion – ‘piggyback’ Loug ugh Gur Gur Inclusive, not Exclusive – Drafts purposefully contain too many places to visit each day Keep Story/Theme - modify to suit you! adapt itineraries to feature your business

Galtee BALLYHOURA Slievenamon

Seefin Mountain Seat of Finn Seat of Fionn mac Cumhaill

In the footsteps of the Fianna

Seefin Mountain Story of Fionn and Grainne Mountain of the Women Glenosheen Valley of Oisín

Comeragh

Seefin Mountain

Weave Stories into an Itinerary

Nagle

Seefin Mountain

Munster Vales Experiences

‘In the Footsteps of the Fianna’

Butteva nt

Day 1 Day 2

Kilmallo ck Kilfinnan e Mitchelsto wn

Day 3

Tipperary Galtee Mtns. Ballyhoura Mtns. Charlevill e

Lough Gur

Bruff

Galtymore Mitchelstown Caves Doneraile NP Glen of Aherlow Ballyhass Lakes

Bansh a

‘In the Footsteps of the Fianna’

Butteva nt

Day 1 Day 2

Kilmallo ck Kilfinnan e Mitchelsto wn

Day 3

Tipperary Galtee Mtns. Ballyhoura Mtns. Charlevill e

Lough Gur

Bruff

Galtymore Mitchelstown Caves Doneraile NP Glen of Aherlow Ballyhass Lakes

Bansh a Fermoy Castletownroc he

Castles from Wave to Vale

Weave Stories into an Itinerary

Munster Vales Experiences ‘Castles from Wave to Vale’

Day 1 Day 2

Dungarv an Cloghee n

Day 3

Rock of Cashel Copper Coast Geopark Cahir Castle

Waterfor d

Slievenamon Mtn Ormonde Castle Curraghmore Fethard Walled Town

Carrick-on- Suir Clonm el

Comeragh Mtns Galtee Mtns Knockmealdown Mtns Nire Valley The Vee Lismore Castle Dungarvan Castle Mahon Falls

Cash el

Coumshingaun Lake

Munster Vales Experiences ‘St. Declans Way Pilgrim Trail’

Day 1 Day 2

Cloghee n

Day 3

Rock of Cashel Cahir Castle Rath na Drinne

Clonmel

Comeragh Mtns Galtee Mtns Knockmealdown Mtns Nire Valley The Vee Lismore Castle Swiss Cottage

Cappoqui n

Mitchelstown

Mitchelstown Cave

Galtymore (919m)

Boat Trips Mountains & Walking Areas Popular Beaches and Watersports

Other Scenic Drives and Mountain Passes

Irelands Ancient East Discovery Point

Scenic Day Drives Driving Distances

Dublin to Cashel = 170km/1.75 hrs Rosslare to Dungarvan = 115km /1.5hrs Cork to Fermoy = 40km/0.5 hrs Limerick to Lough Gur = 20km/0.5 hrs Mallow to Carrick-on-suir = 100km/1.5hr Lough Gut to Dungarvan = 100km/1.5hrs

Lismore Cappoquin Lismore Castle Lough Gur

Ballyhoura Mtns

N25 N24 N72 N72 Dungarvan

Galtee Mtns

Tipperary Kilmallock Clonmel Cahir Castle Bruff Fethard Walled Town Carrick-on-suir Buttevant Charleville Mallow Lisvarriane Nire Valley Clogheen Kilfinnane Glen of Aherlow Fermoy

Nagle Mtns Knockmealdown Mtns Comeragh Mtns Slievenamon Mtn

M8

Slievenamuck Mtns

Rock of Cashel The Vee Ballymacarbry Places of Interest Copper Coast Drive

Doneraile NP

Old Ways Museum

Scenic View points Loop Walk Start Points (approx)

Waymarked Walks

M8 Motorway LIMERICK KILLARNEY CORK

St Declans Way (100km) Ballyhoura Way (90km) part of Beara Breifne Way (500km) Multeen Way (23km) part of Beara Breifne Way (500km) East Munster Way (75km) part of E8 European Route Avondhu Way (95km) part of Blackwater Way and E8 South Leinster Way (105km) and part of E8 Tipperary Heritage Way (56km) Deise Greenway (25km) Dungarvan (Open Aug 2016) Butler Trail Greenway E8 European Walk from Cork to Istanbul (5000km) Beara Breifne Way from Cork to Cavan (500km)

Mount Melleray

Swiss Cottage

Ormonde Castle Curraghmore House & Gardens Mahon Falls & Magic Road Coumshingaun Lake

Hore Abbey N24 N24 N74 N24 N20 N20 N20 N72 N72 M8 N76 N73 N73

Mountain Bike Trails

Deise Greenway

Castletownroche

R665 R670 R668 Ardfinnan R665

Giants Grave St. Patricks Well Rath Na Drinne

Labbacallee Wedge Tomb Knockgraffon Motte Comeragh Drive - 115km (70miles) Butler Trail - 95km (60miles) Copper Coast Drive - 165km (100miles) Suir Valley Drive – 130km (80miles) Glen of Aherlow Loop – 95km (60miles) The Vee Drive - 80km (50miles) Ballyhoura Drive - 125km (75miles) Sli Finn Drive – 30km (20miles) Golden Vale Drive – 112km (70miles) Ardpatrick Round Tower Kildorrery Knocklong

Driving Distances

Ballylanders Griston Bog Nano Nagle Centre

Multeen Way Tipperary Heritage Way

• St. Declans Way

South Leinster Way Butler Trail

• St. Declans Way

Avondhu Way Avondhu Way

WAYMARKED WALKING ROUTES

DRIVING & CYCLING ROUTES

Comeragh Drive - 115km (70miles) Butler Trail - 95km (60miles) Copper Coast Drive - 165km (100miles) Suir Valley Drive – 130km (80miles) Glen of Aherlow Loop – 95km (60miles) The Vee Drive - 80km (50miles) Ballyhoura Drive - 125km (75miles) Sli Finn Drive – 30km (20miles) Golden Vale Drive – 112km (70miles)

Lismore Castle Lough Gur Rock of Cashel Copper Coast Drive

Ballyhoura Mtns Galtee Mtns Nagle Mtns Knockmealdown Mtns Comeragh Mtns Slievenamon Mtn Slievenamuck Mtns

Thank You Brian & Caroline & Munster Vales