WELCOME
Fรกilte Ireland 2013 Campaign
OK, LET’S SET THE SCENE
INTRODUCTION
3.8% GNP 3.8% of our gross national product.
180K
€¤
Employs around 180,000 people in the tourism & hospitality sector.
1.6Bn 1 in 10 of every Irish jobs.
WHAT’S THE PROBLEM?
INTRODUCTION
Wear out. Consumer Attitudes.
KEY OBJECTIVES
INTRODUCTION
INTRODUCTION
INTRODUCTION
INTRODUCTION
INTRODUCTION
WHAT WILL SUCCESS LOOK LIKE?
RESEARCH
RESEARCH
RESEARCH/
Positive rational drivers
â‚Ź
RESEARCH
Negative rational drivers
RESEARCH
Positive emotional drivers
RESEARCH
Irish people have an assumed familiarity with their homeland
Consumer
There is more to Ireland then Irish people would believe
Product
BIG IDEA
Tourists embrace everything Ireland has to offer unlike Irish people
Cultural
RESEARCH
• Demonstrate that a holiday in Ireland is not to be missed • Get Irish people to explore, enjoy and appreciate Ireland as a tourist would • Break down barrier of assumed familiarity
RESEARCH/
BIG IDEA
CREATIVE INTRO/
“We shall not cease from exploration and the end of all our exploring will be to arrive where we started and know the place for the first time” T.S. Eliot, Four Quartets
BIG IDEA
Ireland, like it’s your first time
BIG IDEA
BIG IDEA
#First Time Ireland
PRINT& OUTDOOR
PRINT AND OUTDOOR
PRINT AND OUTDOOR
PRINT AND OUTDOOR
PRINT AND OUTDOOR/
PRINT AND OUTDOOR/
PRINT AND OUTDOOR/
PRINT AND OUTDOOR/
PRINT AND OUTDOOR/
PRINT AND OUTDOOR/
PRINT AND OUTDOOR/
PRINT AND OUTDOOR/
PRINT AND OUTDOOR/
TV& RADIO
PRINT AND OUTDOOR/
PRINT AND OUTDOOR/
PRINT AND OUTDOOR/
PRINT AND OUTDOOR/
PRINT AND OUTDOOR/
TV & RADIO
TV & RADIO
TV & RADIO
TV & RADIO
AMBASSADORS
AMBASSADORS
AMBASSADORS
AMBASSADORS
DIGITAL
Launch
LAUNCH
Derry
LAUNCH
LAUNCH
LAUNCH
LAUNCH
LAUNCH
Guerrilla
GUERILLA
Beach Yoga
GUERILLA
GUERILLA
Music festival- mini stage
GUERILLA
GUERILLA
Silent Disco
30 SEC SILENT DISCO
20
10
5
DISCO IS DEAD
CREATIVE RECAP
SELF PROMOTION
RECAP
• Tourist Mindset • People People People
CORPORATE PARTNERSHIP
CORPORATE PARTNERSHIP
CORPORATE PARTNERSHIP
CORPORATE PARTNERSHIP
CORPORATE PARTNERSHIP
CORPORATE PARTNERSHIP
#FirstTimeIreland DIGITAL Online Domestic Passport Social Media Peer-to-Peer Conversation Banner Ads
Digital Billboards
AMBIENT Launch PR Event
ASSOCIATES TRADITIONAL Celebrity Ambassadors
TV + Cinema
Discover Ireland Database Self-Promotion
Corporate Partnership
Radio
Guerrilla Experiential
Outdoor Bus Shelter, Bus Wraps Eco Cabs
MEDIA STRATEGY
MEDIA STRATEGY
MEDIA STRATEGY
MEDIA STRATEGY
MEDIA STRATEGY
Search and display campaign will always be on
MEDIA STRATEGY
Dissect audience accordingly by tastes
MEDIA STRATEGY
MEDIA STRATEGY
Nightlife
Roadside
MEDIA STRATEGY
MEDIA STRATEGY
Increase
Presence
CONCLUSION
THANK YOU!
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