Post on 23-Mar-2016
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GETTING ACTIVE IN THE GB MARKET
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4) Free Publicity: A great media article or blog post about
Ireland and your business can help provide the inspiration
for someone to decide to take that trip to Ireland! Fáilte
Ireland and Tourism Ireland operate an extensive publicity
programme in the GB market. They engage with media
contacts every day so send your story to the Fáilte Ireland
Publicity team and to Tourism Ireland via the ‘Have you
got a story to tell?’ application on www.tourismireland.
com/industryopportunties and Tourism Ireland will tell the
media via the Media Room and their regular news releases
and meetings with journalists. If you have a Dublin based
business and your target market falls into the Social Energisers
segment or Culturally Curious segment, you should also send
updates to the Visit Dublin team, visitdublin@failteireland.
ie for inclusion in both their media update newsletter and
consumer e-zine linked to www.visitdublin.com
5) Search Engine Optimisation: To make the most of your
investment you could ‘piggyback’ on the activities of Tourism
Ireland. For example, the Irish Open is held every year and
Tourism Ireland in conjunction with Fáilte Ireland uses this
opportunity to grow interest and raise awareness of golf
holidays in Ireland. To leverage this you could develop
special packages for promotion on www.discoverireland.com*
(*from Dec. 2012 new website www.ireland.com/gb). You
can build on this opportunity by updating the content on
your website to include the ‘Irish Open’, ensuring that the
content is tagged for SEO purposes. When potential visitors
search for ‘Irish Open’ it is more likely that your website will
appear high up on the search engine results page (SERP).
GETTING INVolVEd - oppoRTuNITIEs foR IRIsH INdusTRyFáilte Ireland and Tourism Ireland provide a range of promotional
opportunities, many at little or no cost. Be sure to get involved.
1) Free listing in TCS (Tourism Content System): The call to action
for all campaigns in the GB market is www.discoverireland.
com* (*from Dec. 2012 new website www.ireland.com/gb)
where details of your business can be found. Ensure that
your listing on the Fáilte Ireland TCS is optimised as this
database is used on discoverireland.com. Email weblistings@
failteireland.ie for more details.
2) Free listing of experience based offers: Develop your
experience based offers that are tailored to suit the needs of
the GB market and supply them to Fáilte Ireland and Tourism
Ireland for inclusion in itineraries via the Industry Opportunities
website www.tourismireland.com/industryopportunities.
3) Premium placement in e-zines: A promotional slot on
the Tourism Ireland e-zine that goes to 200,000 potential
customers. Cost: €100 + vat.
2Getting Active In The GB Market
GET INVolVEd wITH THE oVERsEAs puBlICITy pRoGRAMMEIn 2011 Fáilte Ireland and Tourism Ireland worked together to
secure coverage for the island of Ireland in 1,700 media items
in GB (with an equivalent advertising value of €139 million)
including a dedicated campaign around the visit of Her Majesty
Queen Elizabeth II.
Involving yourself in publicity activities is an easy and inexpensive
way to get your product known. There are many ways to
get involved:
Media visits
Itineraries for media visits are organised by Fáilte Ireland
Publicity Department. Send information on your business
and new products to Fáilte Ireland for inclusion in media
itineraries, where appropriate. See below for contact details.
Tourism Ireland’s ‘Media Room’ provides British Journalists
with up to date information about what’s happening
in Ireland. The site will profile the main events taking
place in Ireland as well as any interesting stories that
are appealing to the GB press. Journalists who sign up
to the site will receive regular updates, keeping them
informed about all things in Ireland. By sending your
press releases to Fáilte Ireland and Tourism Ireland
publicity teams, your story could appear on the Media
Room, depending on its relevance to the GB market.
For more tips and advice on getting publicity coverage
for your business visit www.failteireland.ie
Press releases and bulletinsSend information on new products and developments or even new
angles on existing products to Fáilte Ireland and Tourism Ireland
via the industry opportunities website, www.tourismireland.com/
industryopportunities, for potential inclusion in press releases
and press bulletins.
Competition prizesIf you wish to supply competition prizes for media promotions
use the contact details below. A prize is often a good way of
securing editorial coverage and additional value can also often be
negotiated. Opportunities vary, but if you register your interest
Fáilte Ireland and Tourism Ireland can contact you as they arise.
Fáilte Ireland Dublin Publicity Contacts
Rory Mathews
rory.mathews@failteireland.ie
Tel: 01 884 7156
Tourism Ireland Publicity Contacts
London - Coman Kenny
ckenny@tourismireland.com
Tel: +44 207 518 0800
Dublin – Emma Gorman
egorman@tourismireland.com
Tel: +353 1 476 3424
Fáilte Ireland has developed a full suite of business supports
to help you get your message right for the GB consumer. Make
sure to visit www.failteireland.ie before you communicate
to make sure your message resonates with the GB consumer
and you make the most of these opportunities.
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fAMIlIARIsATIoN (fAM) TRIps foR GB TRAVEl TRAdEIn 2012, Tourism Ireland invited over 110 GB travel agents and
tour operators to Ireland to offer them first hand experience
of Ireland’s diverse tourism products. Their itineraries are
organised by Fáilte Ireland. You can get involved by hosting
visits from overseas trade partners which will give existing or
potential overseas trade partners an opportunity to sample
your product. If you are interested, please contact the relevant
contact listed below.
sAlEs CoNNECT GBSales Connect GB is an industry focussed business support which
has been developed to enable you to better understand, target
and grow your business from Great Britain (GB). It provides new
and unique insights into GB visitors and offers a range of practical
supports and advice for you. The tools and supports have been
developed specifically with the GB consumer in mind, and can
help you to develop your own bespoke plan for attracting visitors
from GB. Details on the full range of dedicated on and offline
business supports such as Web Internationalisation, Mobile
Readiness, Bundling for GB can be found on www.failteireland.
ie or contact your local Fáilte Ireland office to find out more.
Fáilte Ireland Contacts for Trade Fam Trips
Rory Mathews
rory.mathews@failteireland.ie
Tel: 01 884 7156
Tourism Ireland Trade Contacts
Miriam O’ Connell – Industry Activation Manager
moconnell@tourismireland.com
Tel: 00 44 20 7518 0803
TRAdE ANd CoNsuMER pRoMoTIoNsOverseas Promotions
Fairs, workshops and events are an excellent opportunity for the
Irish industry to meet face-to-face with British tour operators,
travel agents, consumers and travel media.
Each year Fáilte Ireland and Tourism Ireland participates in over
20 trade and consumer promotions in Britain.
These are made up of a mix of -
• TradeOnlyEventse.g.WorldTravelMarket;BOBI(Bestof
Britain and Ireland)
• ConsumerShowse.g.GoodwoodRevival
• DedicatedIrelandPromotionse.g.ShoppingCentrePromotions
• BusinessTourismEventse.g.VenueandEvents;CONFEX
• GolfSpecificEventse.g.TheOpen;GolfLive
All fairs, workshops and events are featured on www.tourismireland.
com/industryopportunities. Republic of Ireland industry can
register via Fáilte Ireland on www.promotionsireland.ie.
In-Ireland Promotions
FáilteIrelandandtheNITBorganisetheworkshopeventsand
arrangements on the island of Ireland. These are generally
organised on the ‘workshop’ model, and allow the Irish industry
to meet ten or more potential buyers in one day, without the
expense of overseas travel. The biggest of these in-Ireland annual
eventsareMeitheal(RoI)andMeettheBuyer(NI)whichusually
takes place in April each year giving industry partners on the
island of Ireland the opportunity to meet with approximately
240 travel trade buyers from 23 countries over a number of days.
Other in-Ireland workshops are organised annually in different
locations throughout Ireland.
In the Republic of Ireland recruitment for overseas and
in-Ireland promotions is done by Fáilte Ireland via
www.promotionsireland.ie, so register your interest to keep up
to date with opportunities and listings.
For tips and advice on attending sales missions and doing sales
calls overseas see www.failteireland.ie
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