Germany
Zoë Redmond, Manager, Central Europe
2016 Performance – year to date
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• January – September +4.7% • 2015 - 630K (+13%)
• Access – c.25k seats per week (20k winter +7%)
New:
Shannon – Frankfurt Lufthansa
Dublin – Munich with Transavia
• Web visits 1.5 million
• 275k facebook fans
Media coverage
worth
€45M YTD
2016 Highlights
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2016 – A world of change
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2016 – how did this affect the German tourist
• 30 days leave – holidays are important
• Huge outbound market
• Book early so Brexit not an impact
• Northern Europe booming
• Shift to ‘safer’ destinations (East – West Med)
• ££ - not reflected in GB visitors (+1%)
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Technology keeps on evolving
• Social media
• Video
• Selfies
• Mobile
• 24 / 7
• Snackable content
• Soundbites
Ireland breaks through
the clutter
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2017 – how do we evolve?
• We cannot predict the future but we know our consumers
• Focus on segments
• Inspire with ‘Joy’
• Show and tell our stories
• Working with partners
• Right people, right message, right time, right channel
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Tell the Ireland story,
unified and stronger
Reaching and inspiring
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Coast
Joy
Immersive
Authentic
TV 16m Culturally Curious
and Great Escapers
Connecting with people online
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Ezines Content Mobile Co-op
Online video
3M
Working with partners to drive bookings
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Stories told and retold – media and influencers
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16 Greenings
5.8m media
coverage
€45 million
Activity Plan 2017 – based on planning cycle
CMT
SPD/
Greening
Publicity / PR
Partner campaigns
Search, social media & ezines
TV/online video
Jan Feb March April May June July Aug Sept Oct Nov Dec
IRELAND.COM
Distribution and print
ITB IMEX
Business Tourism / Trade Activities
Offenbach
ISLAND OF IRELAND - WAW / NI / IAE/ Dublin
Content marketing
Online video
Partner campaigns
A picture is worth a thousand words ......
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Thanks
and
Questions?