Destination Golf Ireland 2019 * - Page 14

Tourism Ireland’s Focus In 2019 Tourism Ireland has identified a number of strategic areas to underpin its promotional activity in 2019. These include: Leverage once-in-a-lifetime opportunities for Northern Ireland: as landscapes and heritage; and will dial up activities like walking, The final series of Game of Thrones will air in spring 2019; Tourism cycling and kayaking. This is Tourism Ireland’s first major campaign Ireland is planning a year-long programme of activity to maximise in seven years; its ‘Jump Into Ireland’ campaign was developed in this opportunity. And, Tourism Ireland will also take every 2011. opportunity to highlight The 148th Open at Royal Portrush. Digital and social media: Sustainable destination marketing: In 2019, Tourism Ireland will continue to leverage its strength We now welcome more visitors from around the globe than in digital and social media. The organisation will re-develop its ever before. Tourism of this scale provides great benefits to our international website, Ireland.com – for roll-out in 2020 – to economy; however, there is an opportunity to spread this success ensure its digital marketing continues to be ‘best in class’ in the across the year and more equitably. Not only will this benefit more 2020s. The new technology will also allow Tourism Ireland to local communities, it will also ensure we continue to deliver our re-target visitors and potential visitors with personalised messages renowned welcome and outstanding visitor experience. Tourism and offers, designed to appeal to their specific interests. Tourism Ireland has developed a set of sustainability principles to guide its Ireland is now the fourth most popular tourism board in the world marketing programmes into the future. These include: on Facebook (4.3 million fans), number four on Twitter (504,000 -a greater focus on less visited attractions and locations that have overseas appeal, such as The Gobbins and Devenish Island. -driving business in the off-peak and shoulder seasons; and followers) and number four on YouTube (49.3 million views). International publicity: Tourism Ireland will ramp up its publicity programme around the world – placing increased focus on digital channels and working -co-operative activity with carriers, industry partners and the more closely with online media, including bloggers. This year, travel trade overseas that drives either regional growth or season Tourism Ireland’s publicity activities generated thousands of extension. articles and broadcasts about Northern Ireland, worth an estimated New global campaign: £104 million. Tourism Ireland’s new global campaign – ‘Fill Your Heart With Tourism Ireland’s Global Greening 2019: Ireland’ – will refresh and reinvigorate the presentation of Northern 2018 will mark the 10th year of Tourism Ireland’s Global Greening Ireland and the island of Ireland overseas. It aims to connect more initiative – when hundreds of iconic landmarks and sites around emotionally with prospective visitors, by inviting them to ‘Fill Your the world will be illuminated in green to celebrate our national day. Heart with Ireland’, with the promise that spending time here will help restore their lust for life. The campaign will feature a range of less visited attractions and locations and will highlight the passions that research shows motivate our target audience, such 12 www.tourismireland.com