The Ryder Cup will be a key focus in Great Britain. 40,000 golfers will be targeted in 150 championship golf clubs across Great Britain highlighting the Ryder Cup event and affordable golf packages in Ireland. This will be supported by online, poster and leaflet campaigns.
Car Touring will also be a major feature in Great Britain. Approximately 1 million AA members, who have bought 5 motor star insurance, will be targeted with a car touring promotion.
Our specially commissioned collection of articles on great drives in Ireland “Views from the Wheel” will be sent to over 100,000 potential Ireland visitors and will also be available to download on www.discoverireland.com. We are also engaging in an innovative promotion with O’Briens Irish Sandwich Bars with the potential to reach 2.2m people. Our car touring brochure will be available in 122 shops in the O’Briens chain throughout Great Britain. O’Briens customers will also have a chance to win a trip to Ireland by ferry. Also, Ireland Route Cards will be carried in the Spring Edition of Walk Magazine.
We are partnering with airlines in the United States to access frequent flyer databases and will mail
‘Ireland Partner Offers’ to a database of 100,000 consumers who have registered interest.
In Canada we have worked in partnership with Visit Britain and Zoom Airlines on a 4 page direct mail campaign to support the launch of the new Vancouver–Belfast service on June 12. 220,000 copies of the mailer have been sent to targeted households in the Greater Vancouver area. A Ryder Cup golf mail campaign has been developed in partnership with Merit Travel to 60,000 CIBC Aventura Visa Card holders in as part of the March insert
Tourism Ireland in Canada will also focus on direct mail shots to group travel organisers; conduct Northern Ireland themed consumer e-marketing through Visit Britain and engage in a British Passport renewal postcard promotional mailing this spring.
Australia will produce consumer and trade e-zines throughout the year and promote the regions of Ireland through Visit Britain.
France will place emphasis on the promotion of activities such as angling, walking and cycling. Netherlands will focus on festivals, as well as co-operative e-zines with trade and other partners. There will be particular messages to motivate visitors to travel into the regions. Italy will concentrate on branded e-zines to consumers providing reasons to visit the island of Ireland and will also creatively target the EFL (English as a Foreign Language) and Business Tourism markets. Spain will boost its promotion of the EFL product and will carry out a special St Patrick’s Day promotion to all Patricks, Patricios and Patricias in Spain. The Nordics will focus on specific themes such as sponsored regions, festivals and NI events and also special offers from airlines. Germany will concentrate on culturalists and sightseers and co-operate with partners. Special initiatives in the coming months include a Gourmet Ireland promotion and new travel guide, an Ireland South campaign and a Walking campaign with tactical offers.
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