North America

Alison Metcalfe

Head of North America

Tourism Ireland

Tourism Ireland | Marketing Plans 2017 2

Value of the North American Market

Tourism Ireland | Marketing Plans 2017 3

• 68% are holidaymakers

• Long stay

• High spend

• Region friendly

• High users of paid premium accommodation &

visitor services

15% total visitors 21% promotable visitors 26% revenue

Sizzle Reel

Tourism Ireland | Marketing Plans 2017 4

Market Performance &

Outlook

2016: On track for 4th Record Year

Tourism Ireland | Marketing Plans 2017 6

Jan-June 2016

+4% Source: NISRA

US Outbound to

Europe +6.8% Source: US Dept. of Commerce

Geographical Breakdown of US Visitors - USA

Tourism Ireland | Marketing Plans 2017 7

MIDWEST

19%

WEST

22%

NEW ENGLAND

8%

SOUTH

25%

MID ATLANTIC

26%

Sources: Failte Ireland Survey of Travellers (SOT)

TNI / NISRA Northern Ireland Passenger Survey (NIPS)

Key Drivers of Growth

Tourism Ireland | Marketing Plans 2017 8

VALUE FOR

MONEY

EFFECTIVE

TARGETED

Marketing

INCREASE

in Air

Access

INVESTMENT

in visitor

experiences

STRONG

Brand

9

2017 Air Access Map – USA & Canada

54,000 seats

weekly

17 gateways

A reminder of who we are targeting

Tourism Ireland | Marketing Plans 2017 10

Investment

ratio: 75%

Investment

ratio: 25%

Where are our best prospects located

Tourism Ireland | Marketing Plans 2017 11

MIDWEST

Social

Energisers

Culturally

Curious

20% 20%

WEST

Social

Energisers

Culturally

Curious

21% 25%

NORTHEAST

Social

Energisers

Culturally

Curious

22% 18%

Social

Energiser

s

Culturally

Curious

37% 38%

Source: 2016 GTI Brand Tracker survey

SOUTH

Social

Energisers

Culturally

Curious

37% 38%

Working together to

build upon success &

sustain momentum

A stronger focus on

building the Brand

A return to TV in US

Maintain focus on

Digital

New brand

partnerships

National Television Campaign

Tourism Ireland | Marketing Plans 2017 15

Golf

• TV: NBC Golf Channel:

• Around the Majors and relevant programming

• golfchannel.com and social platforms

• Golf Channel talent Matt Ginella

• Capitalize on Irish Open 2017 and ‘Open

Championship’ 2019

Household

Impressions:

TV: 22M

Digital: 5M

Driving Consumer

Engagement

2017 Campaign Summary

Social Energizers Culturally Curious Tactical

Impressions: 28MM Impressions: 50MM Impressions: 65MM

Brand Campaign: 115M impressions Tactical: 28M impressions

Campaign Total: 143M impressions (est.)

Engaging the Consumer via digital television, video, native, display

Tourism Ireland | Marketing Plans 2017 19

Culturally Curious Social Energizers

Newsletters & E-zines

Tourism Ireland | Marketing Plans 2017 20

An Expanding Social Media Footprint

Tourism Ireland | Marketing Plans 2017 21

Followers: 9K Boards: 40

Twitter Followers : 65K

Fans: 1.17m+

Driving Conversion &

Closing the sale

Billy Condon

VP Marketing USA

Tourism Ireland

Tourism Ireland | Marketing Plans 2017 23

Co-operative Marketing with Airlines & Operators

Tourism Ireland | Marketing Plans 2017 24

Airlines Operators

Industry Engagement /

Opportunities

Industry Opportunities USA

Tourism Ireland | Marketing Plans 2017 26

Washington/Atlanta/Boca Raton (Feb)

Chicago/Boston/Austin (Apr)

San Diego/San Francisco/Houston (Nov)

3rd week

added

Henderson NV (May)

Hollywood FL (Jul)

Webinars (10)

Monthly e-zine to 5000 contacts

Three levels

of investment

Stone Mountain Highland Games

Industry Opportunities – Canada

• Consumer Partnership Programme

• Webinar Series

• Groups Workshop – February –

Vancouver, Calgary, Edmonton and

Toronto

• Trade Communications

Tourism Ireland | Marketing Plans 2017 27

Business Tourism

Tourism Ireland | Marketing Plans 2017 28

• Incentive Live, Las Vegas - Jan (NEW)

• PCMA Convening Leaders, Austin – Jan

• SMU, New York – March

• M&I Forum, Cancun – May

• Meet in Ireland B2B Networking Events (East Coast x 2

and Toronto x 1)

• IMEX, Las Vegas – Oct

• Meet in Ireland e-zines (Quarterly)

Publicity – US & Canada

Tourism Ireland | Marketing Plans 2017 29

•Incoming Media trips

•Online Media Room

•E-zines

•Electronic Press Kits

•Social media

•In market events

Target top

tier media

outlets

Thank You

Questions