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 Patrick’s Cathedral & Marsh’s Library
Ga v a n Wo o d s St P a t r i ck ’s Ca t h e d r a l
by 2020: 6.2m Visitors € 2.2bn Revenue 27,000 additional Jobs
KEY 1 STRATEGI C P I LLARS 2 1 TRADE 3 ENGAGEMENT & DRIVING BRAND ADOPTION ESTABLISH & IMPROVE AWARENESS OF THE DUBLIN BRAND & PROPOSITION
K e e l i n Fa g a n HEA D OF DUB LI N
o u r B r a n d y o u r B r a n d !
Dublin is the vibrant capital city bursting with a variety of surprising experiences – where city living thrives side by side with natural outdoors
I n d u st r y To o l k i t
I n d u st r y To o l k i t 1 2 3
Vi su a l I d e n t i t y Gu i d e l i n e s
Co n t e n t P l a y b o o k
I M A GERY
Dif f e re n t ly Du b lin be best st pe perform orming ing pi piece ce of of con content ent
“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 or 2 in Dublin, but it tastes a lot sweeter when you've earned it! Love your work."
"Excellent ... So much to offer.. Just need to open one's eyes and mind .“
""Fantastic....best one yet. I'm always listening to people saying there is nothing to do.... Well clearly there is."
Vi si b i l i t y To o l k i t
KC Peaches & The Dublin Cookie Company
862,000 Visits
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
So ci a l Ch a n n e l s 98,000 Followers WE NEED 3.5m Impressions in Q1 1.4m Impressions March alone YOUR 70,000 Followers HELP ! 2.5m Impressions in Q1 1.2m Impressions in March alone FOLLOW 32,000 Followers 48,000 Interactions SHA RE LI K E
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
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
Wh y a r e t h e y h e r e ? Other Visiting 6% friends/relatives 23% Holiday Business 55% 17% Source : CSO & SOT
Ov e r se a s Tr a v e l t o Du b l i n (000s) 2012-2015e 5,000 4,500 4,000 3,500 3,000 2,500 2,000 1,500 1,000 500 - 2012 2013 2014 2015 Holidaying Visitors All Overseas Visitors Source : CSO & SOT
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 16 14 12 10 8 6 4 2 0 Holidaymakers Tourists Source : CSO & SOT
The overseas holidaymaker to Dublin 16 May 2016
Tourism Wh e r e a r e t h e y co m i n g f r o m ? to Dublin Overseas holidaymakers to Dublin Other Areas Britain 8% 20% North America Mainland 29% Europe Source : CSO & SOT 43%
Du b l i n Up d a t e
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
Du b l i n Fe st i v a l s M a y / Ju n e
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
B&B ACCOMMODATION MENTORING RESTAURANTS (Digital. Sales, ACTIVITY PROVIDERS Revenue & HOTELS Bespoke ATTRACTIONS Topics) TOUR COMPANIES FESTIVALS HOSTELS GOLF WEBINARS & BUS OPERATORS MUSEUMS 1-2-1 CLINICS PODCASTS CRUISING TOURISM SME’S SELF-CATERING ONLINE DIGITAL TRAINING WORKSHOPS SUPPORTS SALES REVENUE WORKSHOPS WORKSHOPS 2016 B u si n e ss Su p p o r t s
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
Ci a r a Scu l l y Du b l i n P r o g r a m m e
Du b lin 's Co a st a l Villa g e s • Press • National Radio Partnership • Digital Advertising • Content Partnerships •
P re ss • Media Press Trips & Press Releases • Print: Achieved a number of print features across 10+ Titles …. More to come • Online: Features achieved across number of online publications 16 May 2016
Ra d io • Nicky Byrne Show • 157,000 listeners 16 May 2016
Ra d io 16 May 2016
KEY RESULTS 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 16 May 2016
P a id Se a rch & Ad ve rt isin g • Drive traffic to visitdublin.com • Convert inspiration seekers • Re-engage lost visitors 107% increase in domestic traffic 30,000+ clicks
Co n t e n t P a rt n e rsh ip s • Lovin Dublin Articles and Video.. • Dublin off the Dart 16 May 2016
Ju n e Ne t w o r k i n g
P OWERSCOURT TOWNHOUSE CENTRE 6P M TO 8P M THURSDAY, JUNE 16 TH
Q& A
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
GDTA ADVI SORY GROUP Chair : Michael Carey TRANSPORT COUNCILS HOTELS ATTRACTIONS RETAIL AIRPORT
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
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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