The “Discovery” campaign is fully integrated across all media from TV to Print, from Cinema to Web. It will be backed up by an intensive programme of promotions as well as worldwide circulation of the Ireland brochures in
18 languages, including Mandarin and Cantonese. Current highlights of the TV campaign include:
In Great Britain, our Discover Your Very Own Ireland ads are showing on selected lifestyle satellite stations as well as
Channels 4 and 5 – the TV stations most favoured by our target audience. You can view them yourself on www.discoverireland.com/can/
The TV ads will also run throughout the United States as part of a Spring Destination campaign on Cable TV and a special Golf vignette will feature on Fox Sports Network. Further north in Canada, the ads will be aired on national and speciality TV. Closer to home, the campaign will hit all national French channels as well as STER, National Geographic and Discovery channels in
the Netherlands.
Our print campaign is also well under way in key markets. It highlights the sheer variety of activities and experiences offered by a holiday in Ireland. The chief device in the print ads is a plaque similar to those you might see at sites of cultural interest. We use this and the copy to give a warm and witty snapshot of what these particular visitors discovered while holidaying in Ireland. The idea is to motivate an immediate response in the reader to “Discover Your Very Own Ireland at discoverireland.com”
In Great Britain the ads are already featuring in national press and leading lifestyle titles most favoured by our target customers including Mail on Sunday, the Times, the Guardian, the Independent, etc.
This month sees the launch of the United States print campaign in a selection of core travel publications such as Conde Nast Traveller and lifestyle publications such as top foodie magazine Saveur.
Our ads will also feature in targeted national and lifestyle titles in France, Germany, Australia, Italy, Spain and Sweden.
Examples of other types of print advertising in the markets over the coming months include: In Canada, newspaper ads featuring price-led offers will run in the Toronto Star and in major newspapers as well as lifestyle and Irish community titles…… Germany will focus on co-operative advertising with air and sea partners…..All key markets will engage in activity-based advertising featuring walking and cycling and heritage…..In the Nordic countries advertising emphasis will be on the introduction of new airline routes into Ireland.
The internet plays a bigger role in our 2006 campaign. Our internet ads will appear on selected sports, product and lifestyle websites e.g. Lastminute, Time Out, Lonely Planet, Golf Today, European Tour in Great Britain. Lifestyle and foodie websites such as Fodors, CNN Money and Epicurious will be targeted in the United States where we will also have an increased presence on golf, walking, cycling and equestrian sites. There will be general online advertising and competitions throughout Canada, France, Germany, The Netherlands, Italy, Spain and Belgium/Luxemburg. Australia online will have a Northern Ireland focus timed to coincide with the Commonwealth Games (Melbourne mid-March) and will feature Carrick-a-Rede footage and genealogy.
There will be radio and cinema advertising in
Canada, Germany, the Netherlands, Australia and Italy. Canada will sponsor radio travel shows in the Southern Ontario and Greater Montreal markets. German radio stations will carry ads inspired by the TV creative and will direct consumers to the website and tactical offers. Simultaneously, German and Italian cinema goers will experience an Ireland destination campaign with a point of sale follow up in the cinema foyer to reinforce our message and collect responses.
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