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Welcome No e l Jo h n M cLo u g h l i n M A RK ETI NG DI RECTOR - - PowerPoint PPT Presentation

Dec 18, 2022 294 likes •1.04k views

Welcome No e l Jo h n M cLo u g h l i n M A RK ETI NG DI RECTOR Our Brand Your Brand Getting to know your Holiday Maker Dublin Updates Networking Event Tour of St Patricks Cathedral & Marshs Library Ga v a n Wo o

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Welcome

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No e l Jo h n M cLo u g h l i n

M A RK ETI NG DI RECTOR

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Our Brand Your Brand Getting to know your Holiday Maker Dublin Updates Networking Event Tour of St Patrick’s Cathedral & Marsh’s Library

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Ga v a n Wo o d s

St P a t r i ck ’s Ca t h e d r a l

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by 2020:  6.2m Visitors  €2.2bn Revenue  27,000 additional Jobs

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ESTABLISH & IMPROVE AWARENESS OF THE DUBLIN BRAND & PROPOSITION TRADE ENGAGEMENT & DRIVING BRAND ADOPTION

KEY STRATEGI C P I LLARS

1 1 2 3

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K e e l i n Fa g a n

HEA D OF DUB LI N

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  • u r B r a n d

y o u r B r a n d !

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Dublin is the vibrant capital city bursting with a variety of surprising experiences – where city living thrives side by side with natural outdoors

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I n d u st r y To o l k i t

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2 1 3

I n d u st r y To o l k i t

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Vi su a l I d e n t i t y Gu i d e l i n e s

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Co n t e n t P l a y b o o k

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I M A GERY

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Dif f e re n t ly Du b lin

be best st pe perform

  • rming

ing pi piece ce of

  • f con

content ent

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“At last, a promo to be proud of & that I can share without cringing at the usual lazy stereotypes. Sure, u can have a beer

  • r 2 in Dublin, but it tastes a lot sweeter

when you've earned it! Love your work."

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"Excellent ... So much to offer.. Just need to open one's eyes and mind.“

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""Fantastic....best one yet. I'm always listening to people saying there is nothing to do.... Well clearly there is."

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Vi si b i l i t y To o l k i t

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KC Peaches & The Dublin Cookie Company

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862,000 Visits

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K e y Re so u r ce Fo r Yo u 450,000 views of business listings 62,000 clicks out to your websites 3,500 emails sent to trade

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So ci a l Ch a n n e l s

70,000 Followers 2.5m Impressions in Q1 1.2m Impressions in March alone 98,000 Followers 3.5m Impressions in Q1 1.4m Impressions March alone 32,000 Followers 48,000 Interactions

WE NEED YOUR HELP !

FOLLOW SHA RE LI K E

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Ca e m a n Wa l l

He a d o f Re se a r ch & Ev a l u a t i o n

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Ge t t i n g t o k n o w y o u r Du b l i n Ho l i d a y M a k e r

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Wh y a r e t h e y h e r e ?

Holiday 55% Business 17% Visiting friends/relatives 23% Other 6%

Source : CSO & SOT

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Ov e r se a s Tr a v e l t o Du b l i n (000s) 2012-2015e

  • 500

1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500 5,000 2012 2013 2014 2015 Holidaying Visitors All Overseas Visitors

Source : CSO & SOT

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Se a so n a l i t y (%) Ov e r se a s Ho l i d a y m a k e r s t o Du b l i n

2 4 6 8 10 12 14 16 Holidaymakers Tourists

Source : CSO & SOT

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16 May 2016

The overseas holidaymaker to Dublin

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Tourism to Dublin

Wh e r e a r e t h e y co m i n g f r o m ?

Britain 20% Mainland Europe 43% North America 29% Other Areas 8%

Overseas holidaymakers to Dublin

Source : CSO & SOT

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Du b l i n Up d a t e

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M a r k Ro w l e t t e

M a n a g e r Du b l i n P r o g r a m m e

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Du b l i n Fe st i v a l s M a y / Ju n e

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Du b l i n e Se l f Gu i d e d Wa l k i n g Tr a i l s

Story of Dublin

through streets broad & narrow

Rebellion Echoes of War Empire

A tale of two Cities

The Real Dublin

Characters, Craft, Industry & Design

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MENTORING (Digital. Sales, Revenue & Bespoke Topics) WEBINARS & PODCASTS ONLINE TRAINING SUPPORTS REVENUE WORKSHOPS SALES WORKSHOPS DIGITAL WORKSHOPS 1-2-1 CLINICS

2016 B u si n e ss Su p p o r t s

ACCOMMODATION

ATTRACTIONS

ACTIVITY PROVIDERS

TOUR COMPANIES

RESTAURANTS

FESTIVALS

GOLF

HOSTELS SELF-CATERING B&B HOTELS BUS OPERATORS MUSEUMS CRUISING TOURISM SME’S

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M a n a g e m e n t De v e l o p m e n t P r o g r a m m e & Du b l i n Ch a m p i o n s P r o g r a m m e

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Ci a r a Scu l l y

Du b l i n P r o g r a m m e

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  • Press
  • National Radio Partnership
  • Digital Advertising
  • Content Partnerships
  • Du b lin 's Co a st a l

Villa g e s

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P re ss

16 May 2016

  • Media Press Trips & Press Releases
  • Print: Achieved a number of print features

across 10+ Titles…. More to come

  • Online: Features achieved across number
  • f online publications
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Ra d io

  • Nicky Byrne Show
  • 157,000 listeners

16 May 2016

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Ra d io

16 May 2016

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KEY RESULTS

16 May 2016

Print and Online Reach: 1,846,944/Total Combined Reach: 2,366,882 *Total AVE: €115,095.37 Total PR Value: €459,960.11 *Does not include online

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  • Drive traffic to visitdublin.com
  • Convert inspiration seekers
  • Re-engage lost visitors

107% increase in domestic traffic

30,000+ clicks

P a id Se a rch & Ad ve rt isin g

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16 May 2016

  • Lovin Dublin Articles and Video..
  • Dublin off the Dart

Co n t e n t P a rt n e rsh ip s

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Ju n e Ne t w o r k i n g

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P OWERSCOURT TOWNHOUSE CENTRE 6P M TO 8P M THURSDAY, JUNE 16 TH

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Q& A

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To u r s

St P a t r i ck ’s Ca t h e d r a l & M a r sh ’s Li b r a r y

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GDTA ADVI SORY GROUP

Chair : Michael Carey

TRANSPORT COUNCILS HOTELS ATTRACTIONS RETAIL AIRPORT

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Cu l t u r a l l y Cu r i o u s

What they like… – authentic travel – unusual experiences – connecting with nature – going off the beaten track What they don’t want… – to party – to see things they’ve seen before – to do package trips, ‘laid on’ activities or to be told what to do What they do in Dublin?

  • Visit castles, gardens, museums, visitor centres and art galleries
  • Go on literary/historical tours,
  • Browse for books to deepen their experience
  • Enjoy good food and wine, particularly local specialities
  • Drop into unique local festivals and events
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So ci a l En e r g i se r s

What they like… – sharing the adventure with friends – new experiences/new places – spontaneity – lots to do in a relatively small area, – the ‘wow’ factor What they don’t want… – peace and quiet What they do in Dublin? – The latest energetic, popular activities – Enjoy good food, music and conversation with locals in lively pubs – Take in contemporary festivals, comedy or street art – Shop at the ‘in’ places to shop, eat in the cool places – Go to attractions where fun is part of the deal

Source : Fáilte Ireland

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