We see brands through HUMAN eyes. We engage with a HUMAN touch. We think digital with a HUMAN mind. We are creative. We are alive. We are HUMAN www. HUMAN-creativeagency.tumblr.com
2
Basic Document Structure 1. Introduction 2. The Campaign 3. Primary Research 4. Secondary Research 5. Bringing Research to life 6. The Creative Brief 7. The Big Idea 8. Creative Executions 9. Media Strategy 10. Conclusion 11. References
3
Chapter 1: Introduction We are HUMAN. A people first agency. We are run by people for brands who really care about people. Brands should speak, feel and hear their audience. HUMAN was conceived as a communications agency that champions people and people focused ideas. Most agencies talk about people. At HUMAN it’s built into our DNA. In a world overwhelmed with data and surrounded by technology, it’s important to put the person in persona. Our team consists of some of the most talented people in the industry. Cian Fanning | Managing Director John McSweeney | Account Executive Nataliya Langan | Account Executive Michael Browne | Brand Strategist Jessica Majekodunmi | Communications Planner Ivor Noyek | Creative Director Stephen Byrne | Art Director/Illustrator Alexandra Calder | Copywriter Darren Hanratty | Copywriter Paul Molloy | Art Director/Digital Strategist Rachel Owens | Art Director/Digital Strategist
4
Back Row L-R: Michael Browne, Paul Molloy, Alexandra Calder, Darren Hanratty, Stephen Byrne, Rachel Owens, Jessica Majekodunmi. Front Row L-R: Ivor Noyek, Nataliya Langan, John McSweeney, Cian Fanning
Chapter 2: The Campaign, in brief Despite the global downturn it is estimated that 2011 saw a 5% growth in domestic tourism. Irish consumers have become savvy in an effort to adapt to changing situations. Seeking better value and being thrifty is seen as a new trendy thing to do. As a result people are travelling abroad less, opening up great opportunities for local tourism or ‘staycations’. Domestic holidays represents over €1.6 billion to the Irish economy. Fáilte Ireland’s role is to support the tourism industry and work to sustain Ireland as a high-quality and competitive tourism destination. According to the CSO, 1 in 10 people are employed the tourism sector in Ireland. The challenge for HUMAN is to create a strong through the line campaign that builds upon the success and sentiment from “The Fun Starts Here” campaign. Fáilte Ireland’s brief calls for a new creative strategy to build upon the success of their previous campaigns and promoting domestic tourism in 2013 against the backdrop of ‘The Gathering’. We have to use an integrated multimedia approach across bought, owned and earned assets. Our goal is to create a strong, people first campaign.
Our target audiences range from young singles to empty nesters, young families to older families. Each of these segments better responds to different channels, with their needs from a holiday also varying. For instance, young singles are more fun seeking while young families must always prioritise the needs of their children. In the year of ‘The Gathering’, we need them to think and feel there is so much happening here in 2013. We want them to book a holiday in Ireland next year because it is their first choice.
Our key objectives are as follows: 1. Encourage people in Ireland to book a domestic holiday in 2013. 2. Encourage people to use Discoverireland.ie 3. Retain some continuity with “The Fun Starts Here” campaign 4. Embrace the year of ‘The Gathering’.
5
Chapter 3: Primary Research To try and understand the mindset of the Irish towards holidaying at home we undertook a series of research methods to gain insights into the psyche of the Irish holidaymaker. In the following section we shall lay out the various data collection methods that were employed to inform our campaign. We shall also outline the key findings from our research. Target Audience The target audiences were provided in the Fáilte Ireland brief. There are 4 distinct groups: 1. Young Singles 2. Young Families 3. Older Families 4. Empty Nesters
Survey
Findings:
Methodology In order to gain an insight into the patterns of domestic holidaying in Ireland we established an online survey consisting of 16 questions about holidaying habits. The questions were designed to give the team a deeper understanding of how Irish people feel about the prospect of holidaying at home. In total there was 244 respondents spanning 4 age groups.
Behaviour towards domestic breaks The survey uncovered some insightful interesting quantitative findings. For instance, 49% of respondents said that they would consider Ireland as a first choice for a holiday (weekends included). With such a high number of people willing to consider a domestic break in Ireland we had a solid foundations from which to build our campaign. Our task therefore wouldn’t require targeting an entire new market, but rather exploiting and developing on an already interested consumer base. Of those who took the survey, 69%
Respondents In total there was 244 responses to our online survey with 53% of respondents being female and 47% being male. We wished to target as broad variety of individuals as possible. We utilised social media as the primary method of distribution. The age groups chosen mirrored the 4 target groups outlined by Fáilte Ireland.
18-24 (14%) 25-34 (43%)
Objectives:
34-54 (23%)
1. To understand the sentiments that Irish people hold towards holidaying at home.
55+ (20%)
2. To gain insights into attitudes towards ‘The Gathering’ 3. To understand consumer behaviour when booking holidays 6
Stated they had taken a break (long or short) at least twice in the last 12 months. Of those who did take breaks, weekend breaks were by far the most popular (57%) followed by 7 day breaks (31%).
How they research The survey highlighted a variety of different ways in which people research their holidays. Online research was cited as the most favoured method (43%) followed by word of mouth (26%). However one could argue that there is a crossover between two as qualitative research suggests that many people consider social media interactions with friends as being Word of Mouth.
However when asked if they ever used the discoverireland.ie website in researching their trips, only 25% said they had.
Attitudes towards ‘The Gathering’ In the client brief we were asked to incorporate ‘The Gathering’ into our main campaign. In order to better understand attitudes towards ‘The Gathering’ we questioned people about it. We found that there was a high awareness of ‘The Gathering’ (80%), however many of those questioned also admitted that they were unsure of its exact content. When asked if they would be more likely to holiday in Ireland in 2013 because of ‘The Gathering’, 12% said yes, 36% said maybe and 52% said no. The large number of ‘No’ answers could well be due to lack of knowledge of what ‘The Gathering’ actually is. In our opinion, if more people were informed as to the content of ‘The Gathering’ numbers willing to holiday at home because of it would perhaps be more positively influenced.
Favourable Aspects: 48% of respondents said that having ‘fun’ was the most desirable thing they look for in a holiday; a further 11% suggested adventure was top of the list. When asked to rate the attractiveness of certain aspects of Ireland, ‘the people’, ‘the scenery’ and ‘the craic’ rated very highly.
Unfavourable Aspects: The most unfavourable aspect about holidaying in Ireland was unsurprisingly the weather. Price was also a barrier to those choosing to holiday here, however our secondary research into this matter indicates that prices in the hospitality sector in Ireland has dropped significantly over the last few years. Surprisingly the issue of ‘familiarity’ did not rate very highly in terms of attractiveness.
Focus Group After completing the online survey and analyzing the results from it we continued our primary research conducting two focus groups. The main objective of this qualitative research was to uncover key insights into the Irish people’s views and experiences of holidaying in Ireland as well as the opinions they have of Ireland as a domestic holiday destination. Similar to our questionnaire we attempted to represent each of our four target markets in our research; Young Singles, Young Families, Older Families and Empty Nesters.
Methodology We conducted two focus groups with five people in each group. We structured our focus groups around seven carefully pre-determined questions. It was important for us that we had people represent the four target groups and that they didn’t know each other. A team consisting of a moderator and an assistant moderator ran the focus groups. Before the start of the session the participants were given demographic information forms to fill out.
7
Key Questions:
Analysing the data:
Q1. Have you been on holiday recently? (Weekends or long holidays)
Q3. What type of holidays do you usually go on in Ireland? (City breaks, Camping, Festivals/Concerts, Package holiday and other) Why do you choose them?
We narrowed down our essential information by transcribing all the focus group tapes. Subsequently all this information was entered into Excel spreadsheets (See Appendix). A separate spreadsheet was then used for each key question, starting with the answers from Focus Group 1, followed by those of the Focus group 2. All the data was then analysed and synthesised in order to uncover the key insights.
Q4. What do you like best about holidaying in Ireland?
Results
Q2. Would you consider Ireland as a first choice destination for a holiday? (Including weekend breaks) if yes/no why?
Q5. What do you least like about Irish Holidays? Q6. Are you aware of ‘The Gathering’? If yes, would you be more likely to holiday in Ireland because of it? Q7. Have you used Discoverireland.ie website? If yes, how did you find the experience?
8
From the focus groups participants’ answers and reactions, we were able to better understand how Irish people perceive Ireland as a domestic holiday destination. We also acquired a great sense of what our target groups’ views and thoughts were on ‘The Gathering’ and the Discover Ireland website. One recurring theme that cropped up was the fact that in general Irish people do like go on holidays in Ireland. As one of our participants’ mentioned: “I do like holidaying in Ireland. I have always enjoyed it!” This sentiment was a recurring theme in both focus groups. However despite liking Ireland as a destination, many of those questioned preferred it solely as a short break or weekend
destination. 7 day+ holidays seemed to only be attractive to participants with young children. They cited the convenience and comfort that domestic holidays offered as opposed to the hassle of going abroad with young children. When the participants were asked what they most liked about Irish holidays, issues such as convenience, comfort, Irish food, scenery, less travel and stress rated very highly. In contrast to this, the weather, followed by price was seen as the main deterrents to holidaying in Ireland. The weather was the main barrier for people wishing to book long domestic holidays. One respondent stated: “If I knew we would get two weeks of good weather, I’ll go for two weeks.” It was interesting to discover that many of people didn’t view Ireland as a “proper” holiday destination. As one of our participants commented: “Holidaying in Ireland is not for me. I want a proper holiday abroad.” Another said “No. I wouldn’t holiday in Ireland.” However conversely both individuals admitted to going on weekend breaks in the past 12 months. When the topic of ‘The Gathering’ was brought up, the majority of the people had an awareness of it. However the idea of next year being the year of The Gathering was not appealing to our participants and they did not feel that ‘The Gathering’ was not singularly a good enough reason for a domestic holiday.
Interestingly participants, who had close family living abroad seemed willing to join ‘The Gathering’ if their relatives were coming home: “I have American family and if I know they are coming for The Gathering I’ll be willing to join them. But outside of that, probably not.” Another participant said “I don’t think it will work…but if it turns out to be good craic I’ll join in!” Curiously despite some negative sentiment towards ‘The Gathering’ among our participants, when asked if they though it was good idea that our government was organizing initiatives such as ‘The Gathering’ to help the boost the national economy all participants responded positively. When the participants of the focus groups were asked about the Discover Ireland website, the majority of them had not used it. However those that had found it useful when looking for new ideas “on where to go in Ireland and to see what’s on in which county.”
In-Depth Interviews In order to gain deeper insights and possibly uncover new ones, we decided to conduct indepth interviews. We conducted four in-depth interviews with representatives from each of the four target groups: Young Singles, Young Families, Older Families and Empty Nesters.
his breaks and often left planning to the week before; “There isn’t much planning involved. You can go on the spur of the moment”. When asked why he enjoyed these breaks he simply replied ‘because of the craic’. When it comes to booking a holiday in Ireland, he would firstly consider a friend’s recommendation (including Facebook posts/ photos) and would also research online.
Methodology
Four In-Depth interviews were conducted. The interviews took place in our respondent’s private homes in order to make them feel more comfortable and willing to give more honest answers. We wrote an in-depth interview guide, containing the questions that would be asked during the interview. After the interview the data was analysed in order to make sense of the findings.
Results Young Single The person representing the young singles often took short breaks in Ireland (between three and four times a year). For him, short breaks were of great importance as they allowed him to break away from the everyday routine and have a good time with friends. He generally didn’t spend much time organising
Young Families Our second interviewee represented the Young Families target group. This participant had two children under 5. Her family does take short and long holidays in Ireland. Before having children, herself and her husband used go on vacations abroad, but since becoming parents they prefer the more convenient option of domestic holidays.
They would usually go on camping trips, because it’s more affordable and the kids can run outside. Value for money is a main factor for her when booking a holiday. As the interviewee mention “We would normally go if there’s an offer on in a hotel, kids stay free, activities included or others.” When planning a holiday she normally considers families’ or friend’s recommendations. She would also look for offers and deals on hotels in newspapers. The participant was aware of ‘The Gathering’
9
said the events would not interest her stating “with children you generally avoid visiting places where there is a lot going on.” Older Families The next interviewee represented the older families target group. Herself and her husband haven’t holidayed in Ireland for number of years now; instead they prefer to save money and book a sunny holiday abroad. She mentioned that she did like Ireland but “I like the warm weather. I’d rather be in the heat.” The participant was aware of ‘The Gathering’ and said she might be tempted to get involved if ‘there was something good on.’ When asked how she researches and books her trips she said she was a keen user of the internet and particularly liked reading reviews on websites such as Trip Advisor. Empty Nester The last participant represented the empty nesters target group. He liked the convenience of holidaying in Ireland as he ‘didn’t like all the hassle of airports and planes.’ Himself and his wife like to take shorts breaks at home with friends from the local GAA club. However his wife insists on their main holiday always being “at least 2 weeks abroad”. When asked why this was the case he replied, “Because it’s a proper holiday when you go abroad” 10
Conclusion From the research conducted we believe that there is significant interest in Ireland as a holiday destination. Our survey indicates that a large number of people (70%) have taken some sort of break in Ireland in the last year. However quantitative research indicates that a significant proportion of those people didn’t view these getaways as being ‘proper breaks’. Instead they stated their summer fortnight abroad was a ‘real’ trip away. Our learning from this was clear: we need to make people value Irish breaks as much as they value their breaks abroad. Our research also showed that much of the breaks taken in Ireland were merely weekend breaks. With many of those surveyed indicating that they would be willing to consider Ireland as a first choice for a holiday destination we identified a very real opportunity here to grow the market with existing clientele. Quite simply, we need to encourage those who take short breaks to take longer breaks. Our research also uncovered behavioural patterns that surfaced when booking or planning a holiday. All of the data collected from our research indicates that Irish people are extremely tech savvy. The Internet is hugely important tool in terms of planning
and researching holiday. Peer recommendation websites also proved very popular. Word of mouth was significant and appears to have been influenced particularly with the advent of social media. People are now communicating with friends more on social media platforms and many of our respondents stating they now considered social media recommendations from friends to be valid word of mouth peer recommendations. However our survey results show that only 1 in 4 people had ever visited the Discoverireland.ie website. From what we have learned about behavioural habits, we believe that there is an opportunity for Discover Ireland to boost its traffic by facilitating online conversations about going on holiday in Ireland. Finally we were asked to incorporate ‘The Gathering’ into the campaign. There was a high level of awareness of ‘The Gathering’, however many were unsure of its exact content. Focus group feedback uncovered some cynical attitudes towards the event. Many expressed concern about how authentic the event was. A significant number stated they were not interested in getting involved in it, however refreshingly many stated they would be willing to get on board if they thought it would potentially be ‘good craic’.
This led us to our final conclusion: Irish people can be acutely pessimistic about ourselves and our ability to organise big events, however when these events are up and running we are more than willing to get on board!
11
Chapter 4: Secondary Research The purpose of the secondary research was to gather and evaluate existing information on the Irish tourism sector. The past several years has seen significant changes in holidaying habits and spending patterns, our research allowed us to gain a better understanding of how the market is coping in difficult economic conditions. A variety of sources were used in order to build a fuller picture of the industry’s current condition. Objectives:
1. To develop an understanding of the current market conditions 2. To understand current and developing trends in the market. 3. Gain insights into attitudes towards ‘The Gathering’
The Market Tourism is an extremely important sector in the Irish economy. It directly and indirectly supports employment nationwide and is particularly important in rural parts of the country that depend on the influx of visitors. However like most sectors of the 12
Irish economy, the last few years have seen a radical alteration in the Irish tourism sector. Since 2007 the structure of the Irish economy has changed dramatically. The major drivers of growth since 2002, namely construction, financial services and the retail sector, have slowed and the Irish economy now faces a very challenging future. In this muchaltered economic environment, attention is increasingly focused on indigenous sectors such as Agri-Food and Tourism. But despite all this market turmoil, the Irish tourism and hospitality industry currently employs approximately 180,000 people and generates an estimated €5 billion a year in revenue from home and abroad – equivalent to over 3% of GDP or almost 4% of GNP (Dttas, 2012). Consumer Sentiment 2012 has been a reasonably good year for Irish consumer sentiment according to the ESRI. After years of sharp dips, sentiment is up and holding, although concerns and nervousness still abound. In July of this year the index was at its highest level in 2 years before falling back slightly in September as the December national budget comes into sight. It would appear that in general sentiment is holding steady and people’s outlook for the Irish economy has improved. This gives the market stability, which has been lacking in previous years. (Esri, 2012)
Online Ireland is a tech savvy society. According to the World Internet Stats, there were 3,122,358 Internet users in Ireland (representing 66.8% of the population) in mid-year 2012 (Internet World Stats, October 2012). According to Comreg, home is listed as being the primary point of Internet use (95%), while 22% say that they access the Internet from work. (ComReg, 2010). Social Media is heavily used in Ireland, as of 2012, 50% of the population had at least a Facebook account (Ireland Facebook Statistics, 2012). The Tourism sector is also quite tech savvy with ‘Tourism Ireland’ reaching 1 million Facebook ‘Likes’ in 2012, making it the third most popular Tourism Board in the world after Australia ad Spain. (Irish Independent, 2012)
Market Demand After years of instability and restructuring, there was an overall return, albeit minor, to growth within the Irish tourism industry in 2011 (Tourism Ireland, 2011). However the recovery in many key areas of the market remains fragile. Euro zone uncertainty has contributed to market slowdown and has directly impacted consumer confidence levels domestically. Domestic tourism is extremely important to the sector as according to the
2011 Fáilte Ireland Domestic Tourism Report, states that almost 9 million trips were taken by Irish residents in Ireland in 2011. The expenditure on these trips is estimated to have been in the region on €1.8 billion. An interesting fact which may have implications for the 2013 Gathering was the fact that visits by the Irish to friends/relatives accounted for just over 3 million trips in 2011 and an expenditure of €397 million. (Domestic Tourism, 2011)
Business In a 2012 report produced by Fáilte Ireland (Barometer, 2012) it is revealed that although the country has been through a difficult and prolonged recessionary period there are reasons to be cheerful regarding our outlook. It reports that at present business confidence is now at a level last witnessed in 2007. Roughly 41% of respondents in the paid service accommodation sector expected 2012 to be more profitable than last year, within the same sector 41% of respondents reported an increase in the domestic market year to date. However this upturn does not appear to be even across all areas of the sector. For example, while 51% of hotels have reported increased domestic visitor numbers almost 60% of B&B’s have noted decreases within the
same sector. The positive figures for hotels are on the back of massive price erosion in the last few years, hotels now offer top class facilities at very reasonable rates making it extremely difficult for B&B’s to compete. (Barometer, 2012)
Reasons for Caution Although most in the industry seems to be cautiously optimistic in their outlook for 2013, there are some extraneous circumstances, which may derail even the most optimistic growth forecasts. The 2012 Fáilte Ireland Barometer Report (Barometer, 2012) highlighted the following concerning factors: 1) Rising Fuel and energy costs This continues to be the most pressing issue within the industry contributing to higher overheads, which increases cost of doing business. 2) Ireland’s weather The unpredictability of the Irish weather is always an unknown factor for operators within the Irish tourism industry. The summer of 2012 was a wash out which the report details had an adverse effect on growth figures for the domestic market which had initially been forecast as being positive. Outdoor activities such as golfing and camping were
particularly affected. Indoor activities were the sole segment to report any form of benefit from the summer of 2012. 3) High business rates A worrying trend for businesses is that in most cases rates have remained at their inflated Celtic Tiger levels. High rates are having a crippling effect, particularly on the small business sector who are often already immersed in severe price point competition as well as facing steadily high energy costs. 4) Low-priced competition. During tough economic times many businesses resort to competing on price to win or maintain custom. This is a particular concern for those operating in the paid service accommodation sector, which have faced underpriced competition from smaller operations such as B&B’s guesthouses and also NAMA operated hotels. However these concerns would appear to be less prevalent as there has been a decrease in the numbers citing it as a significant issue, falling from 77% in April to 62% presently.
The Gathering The Gathering is a marketing initiative by the Irish government designed to boost 13
tourism in this country by tapping into the nation’s Diaspora that are spread around the world. It is estimated that as many as seventy million people around the globe claim some kind of Irish heritage and so the hope is to take advantage of this and get people to visit Ireland in 2013. It is estimated that the success of the event will create an additional 350,000 visitors here during the year. (The Gathering, 2012) The event itself, described as ‘the peoples party”, will officially commence with a New Years Eve festival in Dublin and will continue throughout the year with a series of locally organised smaller scale events such as family gathering and reunions as well as integrating with some larger national events such as the St Patrick’s Day festival. ”Communities throughout Ireland will showcase and share the very best of Irish culture, tradition, business, sport, fighting spirit and the uniquely Irish sense of fun” (The Gathering, 2012)
Criticism of The Gathering Since the idea has first been floated ‘The Gathering’ has attracted it fair share of critics. One of more notable of these has been veteran Irish actor Gabriel Byrne, who has branded the event “a scam” (Understanding the Gathering, 2012). Other figures in the 14
public eye have since vociferously attacked ‘The Gathering’ as a blatant attempt to profit from our emigrants. However criticism of large-scale events is nothing new to us. In 2006 news media was full of articles slamming Ireland’s hosting of the Ryder Cup at the K Club in Kildare. Prior to the event Kathy Sheridan of The Irish Times wrote that the event represented “shameless hype, greed, gaudiness and over-the-top security” (The Irish Times, 2006). Other journalists said it was “a thoroughly uninspiring, comically overpriced, Americanised resort course” (The Irish Times Opinion, 2006). In 2003 The Special Olympics also attracted its fair share of criticism. The UK press also heavily criticizes large-scale events. This year in London there was massive criticism of the handling of the security at the Olympic games (The Guardian, 2012). However in the end, despite all the criticism, theses events were considered to be massive successes. This leaves us to ponder if there is an acute cynical side to the Irish (and to a less extent British) psyche.
Conclusion After years of turmoil and uncertainty it appears that the Irish tourism sector has stabilised to a certain extent. However figures show that the market is unbalanced in its recovery and there is continued uncertainty. Consumer sentiment is also very fragile and as a result individuals are very cautious about how they spend their money. There is a demand however and consumers are still choosing, in large numbers, to take domestic breaks. Irish consumers in 2012 are also extremely tech savvy and regularly take advantage of group deal websites and other social media/online offers that offer discounts.. Accommodation has been very severely affected by the market fluctuations, with many hotels going into receivership. Business rates, rising fuel costs and poor weather put a continuous strain on business. But despite these rising costs consumers are now demanding more value for their money and as such many hotels have had to engage in aggressive pricing policies that may prove unsustainable in the long term, however even though business is though, there is still business taking place. Our research on ‘The Gathering’ has unveiled a polarisation of thought. Some commentators view the whole idea as being a cheap cynical
effort that is ultimately a waste of time while others see it as an opportunity. However previous large-scale events such as 2012 Olympic games, The Ryder Cup in 2006 or the 2003 Special Olympics, attracted and overcame similar criticism. It is our opinion that in the future, in spite of a torrid and controversial slow start, “The Gathering� will ultimately be viewed as a success in the eyes of the public.
15
Chapter 5: Bringing Life to Research - The Formation of The Creative Brief Having accumulated an abundance of resourceful data in terms of primary and secondary research the challenge for our agency was to draw unique insights and form them into a clear and workable brief for our creative team. For our agency to conceive of a new innovative campaign for Discover Ireland it was important for us to give due diligence to what has come before. “The Fun starts here” campaign launched in 2010, proved to be a huge success for Discover Ireland as it was a different take on the traditional touristic image of Ireland. Research carried out by Fáilte Ireland at the time pointed to the fact that their vision of tourism campaigns, needed to be radically overhauled (Marketing, 2010). The clichéd mental images of an Ireland of rolling lush green hills, comely maidens dancing at the crossroads wearing Aran knitted jumpers with a background of Ceile music was something that no longer held currency with the majority of Irish people and certainly did not encourage them to holiday at home.
16
One of the keys to the success of “the fun starts here” was not to focus directly on price and value for money but rather to place more of an emphasis on Ireland as a destination replete with positive, fun experiences. We have now arrived at a point where ‘The fun starts here’ campaign has reached wear out. So what happens when the fun reaches an end? We believe that there is no reason for this to happen but rather focus on building on the successes of the past, to improve and enhance them for the future. The insights from our research showed that Irish holidaymakers love Ireland but there was a widespread feeling that things had become a little boring. Worryingly we found that Irish people did not view holidaying at home in the same light as a foreign holiday. The general feeling was that for some reason a domestic holiday was a lesser holiday. We uncovered significant changes in people’s general attitudes to holidays and where they fitted into their lives. Because of ongoing recession and economic depression, holidays for Irish people had moved from being a reward or a treat to more of a need for escapism, to get a break from the norm and have some fun.
‘Having fun together’ was a key motivator for Irish people when deciding whether to take breaks and holidays at home (Unravel Travel, 2010). Armed with this insightful knowledge we want to lever the sentiments of ‘The Gathering’ and use it to position Ireland as a fun, dynamic exciting and enriching holiday destination. We hope to reinforce the existing perceptions of Ireland as a destination that is both convenient and fun. Our aim is to establish Ireland as the number one holiday destination for Irish people in 2013. It is our agency’s intention to use the popularity of ‘The fun starts here’ campaign and build on it into 2013. The key element of our campaign is to extend the notion of fun and develop it to evoke feelings of joyous excitement. We want people to be excited and energized at the prospect of holidaying at home. We believe that it is the ultimate role of the organization to make Irish people excited about holidaying at home.
Chapter 6: The Creative Brief, in brief Objective: To establish Ireland as the number one holiday destination for Irish people in 2013. Brand = Discover Ireland Product = Holidays in Ireland Consumer Insight: Irish people need fun now more than ever. Product Truth: Because of The Gathering, the whole country will become more active and alive in 2013. Consumer Benefit: You will be energized – physically and emotionally. Brand Proposition: Discover Ireland will excite people about going on holiday in Ireland.
17
Chapter 7: Big Idea The creative team at HUMAN worked off three key insights : (1) Ireland will be more alive than ever as a result of this new injection of life The Gathering will bring. We will be the centre of the world next year. (2) Irish people love having fun together and wouldn’t want to feel like they’ve missed out. (3) We need to radically overhaul the cliché vision of tourism in Ireland.
“ Ireland 2013, Bursting to Life.” In 2013 Ireland is that one place you really need to be. It is the one place that everyone will be and want to be. Old faces coming home, making new friends and having new and shared experiences. Everyone is coming here to be a part of and share something special, something unique, something fun. There will be a new energy injected into this country, a new life, a new beat, a new atmosphere of euphoria and excitement. The country is simmering at the moment, getting ready for what’s to come. Next year Ireland will be the centre of the world. In 2013, more than ever, Ireland, will be “Bursting to Life” 18
That is what HUMAN are going to demonstrate with our creative work. All the work reflects this burst of energy in Ireland, this burst of enthusiasm and positive atmosphere. We are going to excite people about what Ireland has to offer from the familiar to the unexpected. The creative will endeavour to change perception of cliché’s existing about Irish tourism and holidaying here. We also aim to uplift Irish people’s spirits and display a new confidence in our country. Through our digital strategy we will allow Discover Ireland to facilitate and encourage conversation, sharing and interaction. Building on and highlighting the new energy of the country. Discover Ireland will enhance people’s holiday experience in Ireland. Always looking to be informative, useful and to engage people while showcasing Ireland in a fresh way. This campaign will ask people to look closer at Ireland, to see all it in a new light and to consider it as their first choice for a holiday in 2013. Ireland is Bursting to Life, Where Else Would You Be?
The Line: Where Else Would You Be? Where Else Would You Be? This line expresses a sentiment that is uniquely Irish. It taps into the vernacular of an everyday idiom and says more on a subconscious level beyond the words themselves. It is simple but not simplistic and draws on a wonderful serendipity with the great awareness and exposure of ‘The Gathering’. The implication is: everyone is coming here and Ireland will be bursting with life, so why would you go anywhere else? It will resonate with people across all demographics and locations. It is a simple, invitational expression of the idea of holidaying in Ireland in 2013. It doesn’t patronise or command the audience, rather, it allows them to participate in an imagined community of knowingness that our radio ads will convey. Our hashtag, #WeAreHere2013, works as a response to this question and through it we can create a dialogue between Discover Ireland, the Irish people and the tourism industry. People can generate buzz around particular events and happenings using the #WeAreHere2013 tag on social media.
Chapter 8: Creative Executions: Television In our TV advert, we will show that Ireland is quite literally, bursting to life. The horses bursting from the sand on a beautiful beach, the festival erupting from the ground, the beautiful cliffs emerging from the sea. The advert follows a range of Irish people as they go on an extraordinary journey of what Ireland has to offer.
The animatic was created with line drawings, using splashes of colour to emphasise some of the more magical and exciting imagery. This ad will be filmed in live action with special effects used to bring some of the spectacular images to life. The energised, fantastical world we create will re-enforce the feeling that 2013 is truly unique and something special is happening. This type of epic ad will have a powerful visual and emotional impact on the viewer. While the viewer is still digesting one image, they will quickly see another. By putting all this exciting imagery so closely packed together,
it emphasises the feeling that there is so much to do on your doorstep and it is all happening now! The music is similarly energised, reflecting a new surge of excitement in Ireland in 2013. People will feel that they don’t want to miss out and there is nowhere else they would rather be. With Ireland bursting to life in 2013 we are going to ask the question ‘Where Else Would You Be?’ This line will be present through all communications.
Full TV storyboard and script in Appendices
19
Radio With our radio ads we wanted to convey the essence of our television ad through sound. The main brand ad is made up of several voices backed by sound effects, telling the audience of the various unusual happenings Ireland has to offer. We also made two examples of event specific ads, versions of which can be deployed at any point throughout the year to draw attention to the many different things going on around the country. The radio is underscored by the campaign song, to create an aural tie-in with the television commercial. We have one main brand ad, giving you a taste of what you can experience on holiday in Ireland. We also have two examples of event specific ads that can be made to tie in with any of the many happenings throughout the year.
20
Full radio scripts in Appendices + recordings supplied on disc
Outdoor & Press Billboards:
Billboards are first and foremost a continuation of the “Where Else Would You Be” campaign overall, representing an additional touch-point for consumers to engage with the brand message, and the campaign, along with TV, radio, online et al. Therefore, the first task of the billboards is to remain consistent in communicating the sense of energy that is in Ireland, and will be in Ireland in 2013, that Ireland, more than ever will be bursting to life. In line with that, the billboards and outdoor materials are a bold eye-catching design, and high saturation colours that will take consumers out of their everyday activities, and make them stop and notice. The special build billboards in particular, are intended to accentuate these features, with the characters literally bursting right off the edge of the billboards The posters themselves continue the showing people the side of Ireland they know and love, like the golfer but also the parts of Ireland they may not be familiar with, the wonderful and unexpected like the Air show, demonstrating the variety of activities found in Ireland.
space, sharing content, photographs, and joining the conversation on Instagram, and there is a call to action to download the Discover Ireland app. Outdoor and Augmented Reality:
Another important element of the outdoor materials is augmented reality, which will be achieved through the Discover Ireland app. This will not only provide added value to consumers, it will also provide consumers with an additional incentive to download the app, allowing the outdoor to pull consumers across multiple brand touch points, and therefore encourage further engagement with the Where Else Would You Be campaign, and Discover Ireland The sale-ability via the augmented reality function, through selecting some of the images from the poster for further details on where to find them, also represents great potential for Discover Ireland’s affiliates, for example, a consumer can go from seeing the advert, to downloading the app, engaging with the augmented reality function, utilising the embedded searching functionality, and purchasing a hotel stay, or a round of golf, in the space of two minutes without having moved a step.
Through the use of the augmented reality function we are not just showing people a side of Ireland they haven’t seen we are telling them exactly where they go discover it for themselves, and directly connecting them with the means to arrange going there. Transport take-overs
Transport takeovers were obviously a natural part of our campaign. Firstly, due to preferential visibility, as for example buses will be moving across multiple locations several times a day, and therefore have a larger potential catchment area of viewers. Additionally, since people intend on boarding the bus, they will be particularly looking out to see it, and therefore more likely to take it in than a billboard. Secondly, because transport take-overs lend themselves intrinsically to any travel campaign, as they are themselves mediums of transport themselves, and people are already more likely to be in the mind-set of travelling, perhaps thinking about where else they could be going, instead of to work for example. This is particularly with a view to a domestic campaign, where planes are not involved.
The hashtag is present, encouraging consumers to engage with Discover Ireland in a digital 21
MAIN MENU | VIEW PHOTOS
SELECT AN IMAGE FOR
MORE INFORMATION DUBLIN ZOO
WHERE ELSE WOULD YOU BE?
22
Targeted outdoor:
Any campaign for Discover Ireland has to be flexible enough to be able to fit any. Outdoor campaigns are one of the ways that Discover Ireland can promote the many individual specialised and local events and attractions that occur throughout the year all over Ireland, without incurring significantly increased costs, and reaching a large audience of unnecessary consumers, such as those already living in the area, as one would with television, and to a lesser extent radio.
23
Press: The intention with the press ads is to again make a bold impact and catch their eye, and the press ads will also have the previously discussed augmented reality function. Enabling augmented reality functions in press will also give an even greater yield, as consumers are more likely in a better position to spend longer engaging with the functionality. Press adverts will be targeted to maximise both reach, and impact, with advertisements for individual events appeared in selected press.
24
Digital What have people always done whenever they go on holidays? Take photos. What do they do when they get home? Show friends and family their holiday snaps, boast about the fun times they had and share stories about their experiences. What if we could do this in a more fun, easy and engaging way? What if we could browse through uploaded photos like a catalogue of inspirational holiday memories that are all based right here in Ireland! Well… we can. The platform is already here. All we need to do is tap into it. It’s called ‘Instagram’. Our creative team will position Discover Ireland at the forefront of two digital trends, taking photos on your mobile and geotagging them. Discover Ireland is perfect for encouraging this documentation of holiday ideas and their geo-locations. We will do this by engaging with people through ‘Instagram’ and encouraging them to take photos and geotag them with our hashtag: #WeAreHere2013. Once the user takes a photo using instagram they simply hashtag the photo with #WeAreHere2013, they allow the photo to read its current location and the photo is then automatically uploaded to the users Instagram, Twitter and Facebook feed as well as Discover Irelands Instagram feed and map. It will also appear on Discover Ireland’s Facebook and Twitter.
Instagram has rapidly become one of the largest social networks in the world. Our campaign will make it so when Irish people think of Instagram and geo-tagging they will think of Discover Ireland and great Irish holiday memories! We want the whole map of the country to burst full of life with people’s photos leaving digital footprints ALL OVER IRELAND. It’s fresh, it’s exciting, it’s personal, it’s a new way to Discover Ireland. Where Else Would You Be?
Combining ambient with digital crowds will have the opportunity to place themselves right inside the content, where they will be able to interact with the things that are going on in Ireland as it is now more alive than ever. This will act as an organic cross between an art installation and advertising. With live streaming from each location to the Discover Ireland website as well as Facebook page, family and friends will be able to share their experience around the world.
We will be using Junaio to bring our outdoor and press executions to life. Junaio is an augmented reality software which we will be used to build the Discover Ireland app. We will use this software to literally bring our campaign to life! Junaio has object recognition ability, so if you were to scan a street with your smart phone, information would pop up on your screen giving you tips about your surroundings. We want to do this with Ireland!
This ambient idea ties in with the line “where else would you be” and #WeAreHere2013 as it shows people having a great time at these locations - using digital and ambient in a clever, relevant and fun way
We have integrated our app with the artwork on our outdoor campaign, so if you were to scan one of our newspaper advertisements the advert would come to life and give you all sorts of tips on what is in the advert. For example, if you scanned an image of one of our ads that had an image of a golfer in it, the golfer would come to life and give you information about golfing options in Ireland.
Full digital journey storyboard in Appendices
25
26
Chapter 9: Media Strategy
Timings
The media objectives of the ‘Where Else Would You Be?’ campaign are:
Our research shows that summer holiday planning begins a couple of months before the kids break from school, whilst long weekends are planned with shorter notice. Timely media planning during the holiday ‘dream phase’ and ‘planning phase’ is crucial to this 2013 campaign.
1. To create excitement about Ireland in 2013 2. To showcase Ireland as an appealing and interesting holiday option 3. To remind and prompt action. To answer these objectives the media plan offers three strategic solutions: 1. An impactful New Year event launch to capture the buzz of ‘The Gathering’ and establish Ireland as the place to be in 2013 2. Relevant and timely bursts of above the line activity using a broad media mix to achieve high coverage and frequency 3. A strong digital focus to drive digital engagement with owned assets under the Discover Ireland brand.
Media Mix
Media Mix In 2013, we will reignite the excitement of going on holiday in Ireland. Our overarching concept – bursting to life – is a bold new representation of what Ireland has to offer. Ireland is for everyone. However, there are four key target markets as identified by Fáilte Ireland: young singles; young families; older families; and empty nesters. A broad media mix is needed to reach all four groups effectively. With this new creative direction and multiple target markets, a mix of above the line and below the line media channels will combine to give high coverage and frequency. At the same time, we will deliver cost efficient media spend.
Timings
Key: MT = Mid-term; WK = Weekend Festival; BH = Bank Holiday; EM = Easter Monday; NYE = New Year’s Eve; SH = School Summer Break.
27
TV Rationale and Strategy Fáilte Ireland’s previous TV campaign ‘The Fun Starts Here’ reached huge levels of recognition and awareness. In fact it was the highest campaign recall ever measured with B&A tracking (IAPI). People are now very familiar and comfortable with scenic images of the Irish landscape. ‘Where Else Would You Be?’ presents Fáilte Ireland with an opportunity to reignite the excitement of going on holiday in Ireland. As a mass media channel, TV has an important role to establish this new creative direction and communicate the ‘Where Else Would You Be?’ campaign. The vibrant colours and attention-grabbing visuals of the advert will drive impact, whilst the music – always a key feature of Discover Ireland adverts – will create a strong emotional connection. TV also has the added advantage of being highly visible and is considered a heavyweight by tourism businesses who are key stakeholders for Fáilte Ireland. To be as effective as possible and to minimise wastage, an audience buy of all adults 2544 will target parents of young and older families, with a spill over to empty nesters. This audience totals 1,353,000 (RTE universe figures). With 2,700 TVRs throughout the year, we will deliver 90% unique coverage and
28
68% 3+ coverage of the 25-44 audience with an average frequency of 30. The launch campaign will begin in early January 2013 to capture the buzz and momentum generated by ‘The Gathering’ New Year’s Eve public event. TV buying for January is highly economical and the increased frequency will serve to give this new direction memorability and talkability. A limited number of tactical spots will be bought during the first week of January (e.g. first Late Late show of 2013) to showcase the 60 second advert. Reminder bursts will follow in late February, April and May to place destination Ireland front of mind for those planning Easter and summer holidays. Each burst will carry 450 TVR’s over three weeks, 70% peak time, with the weekly strike front-weighted: 200 TVR’s in weeks one, 150 in week two and 100 in week three. To maximise the impact, the 60 second creative will also be weighted towards the start of each burst: 70:30 in week one; 50:50 in week two; and 20:80 in week three. After a week-on-week-off drip throughout June, two shorter reminder bursts of two weeks in length will increase frequency at the end of July and end of September, in line with the August bank holiday and October mid-term break decisionmaking periods.
As the music is such a strong feature of the advert, we expect that there will be high interest in both the track and the artist, similar to both the previous ‘The Fun Starts Here’ and ‘Right Here Right Now’ campaigns. Given that 60% of people search for an ad online and 22% share ads online (Thinkbox), we would recommend that the full 90 second advert is uploaded to the Discover Ireland YouTube channel and optimised for search. This will further increase campaign coverage. 81% of Irish internet users watch TV online (Mediascope). With almost half a million unique users streaming online TV content (RTE), the media strategy also uses RTÉ iplayer pre-rolls on selected TV shows and films popular with young singles, a target group reached with less cost efficiency through traditional TV buys. This will require a slightly adapted creative treatment to feature the ‘Where Else Would You Be?’ branding in the initial frames to encourage recognition even if the advert itself is then skipped. Although slightly more expensive, the iplayer buy will be targeted with a focus on travel and lifestyle programmes. The adverts will be delivered on the island of Ireland only.
29
Cinema Rationale and Strategy As the ultimate audio visual medium, we believe that cinema is the perfect showcase for the full 90 second creative treatment. The intensity of the location, the loud sound and vibrant colours on the large screen will inspire and excite. Cinema is the number one medium for impact and recall and therefore is an important part of the media mix. Cinema go-ers are a highly involved audience, already in the frame of mind of escaping hectic daily life and in de-stress mode. Furthermore, 96% of cinema go-ers visit with someone else. With an average group size of 3 (CSA / Nielsen EDI / Fame Ireland), the cinema places Discover Ireland at the heart of a social group of friends. Cinema will be used at two key periods throughout the year. Firstly in January following on from the momentum of the New Year’s launch of ‘The Gathering’ in order to seed the ‘Where Else Would You Be?’ advert. The later activity will be in May when summer holidays are actively being planned.
30
The advert will be shown in a maximum of 444 screens nationwide, approximately half of the screens are located in the five main cities of Dublin, Galway, Limerick, Cork and Waterford. Whilst delivering 42% coverage for the young singles target group, cinema will also reach families. 46% of 7-14 year olds go to the cinema every month and 81% go with their parents (Carlton Screen Advertising). Hotly tipped blockbusters ‘Monsters Inc’ and ‘Postman Pat’ are due to open during the package periods in January and May respectively, allowing Discover Ireland to also communicate to parents and children enjoying leisure time as a family unit. The cinema advertising will be supported by in-foyer 6 sheets which have an average of 20 minutes exposure time, giving a further opportunity to engage with the campaign. The posters will prompt visitors to use the Discover Ireland augmented reality app, bringing the poster to life.
Radio Rationale and Strategy Ireland is a nation of avid radio listeners with 85% of the population over 15 tuning in daily (JNLR/MRBI) for an average of 201 minutes (JNLR 2012). With the right station mix, radio has the ability to deliver high coverage and high frequency across all target groups. In addition, exposure to radio boosts brand browsing by 52% (RAB UK 2010), further driving online engagement with Discover Ireland. For many, radio is an ever-present friend, with a genuine connection existing between listeners and the radio. The ‘Where Else Would You Be?’ radio scripts draw on this personal experience, evoking the imagination and the emotion of being on holiday. In order to achieve high recall and transfer the powerful visual effect of the TV campaign, the same music, voice over and end line ‘Where Else Would You Be?’ will be used.
Given the high percentage of listeners loyal to a particular station or show, it was essential that a variety of stations are included in the station mix. Although the most popular shows are found on national stations, with a 52.4% share of listening, regional stations (local and urban) are key to building high coverage across all demographics. The station mix and selected packages work together to maximise cost efficiency and achieve blanket coverage of the four key target groups. Multiple 30-second creative treatments will include occasion specific adverts targeting different events and audiences. The whole campaign will deliver a 1+ coverage of 90% with an average frequency of 50.5 throughout the year.
* FM104, Q102, LMFM, Cork 96, C103, Beat 103, Limerick Live, Galway Bay FM **Cork Red, Clare Fm, East Cost FM, Highland Radio, Radio Kerry, KFM, KCLR 96FM, Midland 103, MWR, Ocean FM, South East Radio, Shannonside FM, Northern Sound, Tipp FM, WLR FM
31
Out of Home Rationale and Strategy Used creatively, out of home media is a strong communications platform. The ‘Where Else Would You Be?’ outdoor treatments work hard to attract attention and will deliver an instant impact. By choosing commuter based packages, Discover Ireland will target the main population centre of Dublin and communicate with audiences at the beginning and end of their working day. The special build 48 sheets and bus wraps will make a dramatic statement whilst the 6 sheets serve to remind audiences at a key time of the year when many people are investigating holiday breaks. This combination of 6 sheets, 48 sheets and bus wraps will attract new audiences to the exciting possibilities of holidaying in Ireland. Visitors to Dublin can also be inspired by the attractions Dublin has to offer and get added value from Discover Ireland by downloading the app.
32
The 6 sheets with the call-to-action for the full app experience will particularly resonate with and intrigue young singles that are on the lookout for adventure, excitement and fun whilst on holiday. This target group have their phones in pocket or in hand and are in tune with digital trends. Although not a completely unfamiliar use of mobile technology, augmented reality still has a novelty factor and will generate online interaction and conversation about the brand and holidays in Ireland.
Press Rational and Strategy Despite a decreasing readership, 2.89 million Irish people still regularly read a newspaper (JNRS). The ‘Where Else Would You Be?’ creative commands attention and interest. Whilst communicating an immediate visual message, the augmented reality device will deliver information rich details to anyone with a smartphone. Four key weeks have been selected to deliver big impact despite the low frequency. This will trigger online browsing and highlight the rich diversity of exciting tourist attractions in Ireland. Targeting through title and section gives a bias to an older age group, increasing empty nesters exposure to the 2013 campaign.
This seamless transition from offline interest to online investigation takes place regardless of age or gender or social class. We believe there is also an opportunity for tourism businesses to get on board with the campaign as a whole and by using their own images with the hashtag. For this reason, we have also included some trade press in the media spend. Take up from business will only increase the campaign’s impact and online interaction.
Press advertising is a proven valuable partner for a digital campaign, acting as a catalyst for search and driving high search volumes. For all four target groups, search is the first stop for researching and planning their holidays.
33
Digital Rational and Strategy A meaningful and interactive online presence is a key part of the 2013 campaign. The internet is cited as important to 76% Irish people when making holiday purchase decisions (IAB). Furthermore, 88% Irish internet users research online and purchase offline (IAB), a fact backed up by our primary and secondary research, which showed this to be true when booking holidays. Therefore the ‘Where Else Would You Be?’ branding should be consistent across all owned assets, including Facebook, Twitter and YouTube as well as the Discover Ireland website. In this way, the above the line brand building campaign builds recognition, which is reflected across all digital assets. TV and online are a powerful combination, up to 26% brand uplift (Thinkbox). The homepage takeovers will occur in line with bursts in TV, radio and press. In line with the
34
creative thought, the homepage take overs and rich media displays will grab attention and stand out on popular websites, such as the IrishTimes.ie, DailyMail.ie and Entertainment. ie. The digital plan will simultaneously drive online engagement with the campaign through the YouTube interactive game, the hashtag and the augmented reality app. The ‘Guess Where’ Youtube and social media games promotes interactivity and sharing to spread the campaign message further. The promotion of the hashtag will encourage content generation as taggers become brand ambassadors for destination Ireland. The augmented reality app is the ultimate interactive in situ search tool. Simply hold up your phone and search what is located around you. Whilst independent to ‘The Gathering’, this particular tool can be used by all tourists, whether from Ireland or abroad.
For all four target groups, search is the first stop for holiday research. The media mix works together to drive search. There will be a continuous presence throughout the year on target sites and networks using rich media display advertising as well as in a targeted Google adwords and contextual campaign. The ambient augmented reality experience will go on a nationwide roadshow, being set up in 17 shopping centres across the country between March and July. This will especially engage families in a unique and interesting manner. The interactive stands bring a fun factor to the campaign, engaging families with the excitement of being in Ireland in 2013. It communicates the benefits of an Irish holiday by virtually putting the holiday into their hands.
35
Chapter 10: Conclusion In 2013, we want people to view Ireland as a place full of life and energy. Our “Bursting to Life” tactical approach will ensure consumers get the most from each medium we use. We will launch the campaign at the start of the year with our signature 90 second spot in cinemas, complimented by online activations and homepage takeovers. This will kick the year off with a bang. The Fun Starts Here campaign was all about fun on our own doorstep. Against the backdrop of economic depression and The Gathering, our aim is to uplift people’s spirits. We believe that people need fun now more than ever. The use of energetic vibrant visuals will not only encourage people in Ireland to consider a domestic holiday in 2013, but will showcase the many wonderful attractions this little island has to offer. We want to establish Ireland, in this campaign and beyond, as a place characterised by positive energy and vibrancy. To make it a first choice holiday destination. Throughout our campaign, all executions will encourage people to use discoverireland.ie. We want it to be the number one go to resource when considering holidaying in Ireland. We are leveraging each individual medium to its full potential. Utilising those with high recall
36
function, like radio, to boost interaction and engagement with the website. Fáilte Ireland have done an amazing job constructing and maintaining this valuable asset. We now want to take its development to the next level by encouraging people to share their engagement with it. We view this as especially important in the year of The Gathering. It can also be an information resource for foreign tourists and not only Irish pepole. HUMAN is an agency with people as its main priority. We see brands through HUMAN eyes. We engage with a HUMAN touch. We think digital with a HUMAN mind. We are creative. We are alive. We are HUMAN.
Chapter 11: References Barometer (2012) ‘Failte Ireland Tourism Barometer Sept 2012’ [Online] available at:
Irish Independent (2012) ‘Tourism Ireland reaches a million Facebook Fans’ [Online] available at: http://www.independent. ie/national-news/tourism-ireland-reaches-a-million-facebookfans-3277609.html, [accessed 22/11/2012]
http://www.failteireland.ie/FailteIreland/media/WebsiteStructure/ Documents/3_Research_Insights/3_General_SurveysReports/ Failte_Ireland_Barometer_September_Report_2012.pdf?ext=. pdf, [accessed 17/11/2012]
Irish Times Rate Card. [Online] Available at: http://www. irishtimes.com/about/advertise/full-rate-card.pdf [Accessed 10 November 2012]
Bravo Outdoor Rate Card. [Online] Available at: http://www. bravooutdoor.ie/rate-card/70.html [Accessed 21 November 2012]
JC Decaux. [Online] Available at: http://www.jcdecaux.ie/ measurable-and-accountable/jnor/latest-jnor-results/ [Accessed 6 November 2012]
Carlton Screen Advertising. [Online] Available at: http://www. carltonscreen.ie/ [Accessed 20 November 2012]. ComReg (2010) ‘Consumer ITC Report 2010’ [Online] available at http://www.comreg.ie/_fileupload/publications/ ComReg_1062r.pdf,[accessed 17/11/2012] Domestic Tourism (2011) ‘Domestic Tourism 2011’ [Online] available at: http://www.failteireland.ie/FailteIreland/media/ WebsiteStructure/Documents/3_Research_Insights/3_General_ SurveysReports/Domestic_Tourism_Topline_Figures_2011-1. pdf?ext=.pdf , [accessed 17/11/2012] Dttas (2012) ‘Overview of the Tourism Industry’ [Online] available at: http://www.dttas.ie/tourism/index.aspx, [accessed 22/11/2012] Esri (2012) ‘Consumer Sentiment Stabilises in October’ [Online] available at: http://www.esri.ie/irish_economy/consumer_ sentiment/latest_consumer_sentiment, [accessed 22/11/2012] Independent Radio Sales. [Online] Available at: www.irs.ie [Accessed 16 November 2012]. Ireland Facebook Statistics (2012) ‘Ireland Facebook Statistics 2012’ [Online] available at: http://www.socialbakers.com/ facebook-statistics/ireland, [accessed 22/11/2012]
Marketing, 2010, ‘Strategist behind holidaying in Ireland voted Marketer of the Year’ [Online] available at: http://www. marketing.ie/index.jsp?p=381&n=393&a=619, [accessed 20/11/2012] The Gathering (2012) ‘About The Gathering Ireland 2013’ [Online] available at: http://www.thegatheringireland.com/About. aspx , [accessed 22/11/2012]
RTÉ Guide Rate Card. [Online] Available at: http://www.rte.ie/ mediasales/publishing/guide/pdfs/rteguide_ratecard_oct2012.pdf [Accessed 22 November 2012] RTÉ Media Sales. [Online] Available at: http://www.rte.ie/ mediasales/television/Content/PDF’s/costs-archives/fixed_prices_ jan-jun2013.pdf [Accessed 25 November 2012] RTÉ Radio Rate Card. [Online] Available at: http://www.rte.ie/radio/advertising/content/pdf/ RTE%20Radio%20Rate%20Card%20Jan-Dec%202012.pdf [Accessed 12 November 2012]. Understanding the Gathering (2012) ‘Understanding the Gathering’ [Online] available at: http://www.independent.ie/ opinion/letters/understanding-the-gathering-3295382.html [accessed 22/11/2012] Unravel Travel, 2010, ‘The Fun Starts Here, Discover Ireland’ [Online] available online at: http://www.unraveltravel. eu/?p=2495, [accessed 20/11/2012]
The Guardian (2012) “G4S boss discovered Olympic security guard shortfall only a few days ago” [Online] available at: http:// www.guardian.co.uk/sport/2012/jul/14/london-2012-olympicsecurity-g4s, [accessed 17/11/2012]
UTV Radio Solutions. [Online] Available at: http://www. utvradiosolutions.ie/resources/documents/U/T/V/UTV_ urbanaccess.pdf
Tourism Ireland (2011) Tourism Ireland Annual Report 2011’, [Online] available at: http://www.tourismireland.com/ annualreport2011/index.html, [accessed 17/11/2012]
World Internet Stats (2012), ‘Internet Usage in Europe’ [Online] available at: http://www.internetworldstats.com/stats4.
[Accessed 16 November 2012].
htm#europe [accessed 20/11/12] The Irish Times (2006) “Sick of it already?” [Online] available at: http://www.irishtimes.com/newspaper/ newsfeatures/2006/0819/1155714816177.html [accessed 22/11/2012] The Irish Times (2012) ‘Hating The Gathering’ [Online] available at: http://www.irishtimes.com/blogs/poplife/2012/11/13/hatingthe-gathering/, [accessed 20/11/12] The Irish Times, Opinion (2006) “Putting a hole in one hell of a dodgy opinion” [Online] available at: http://www.irishtimes.com/ newspaper/motors/2006/0705/1146660097156.html [accessed 20/11/12]
37
Appendix
38
Table of Contents
1. Primary Research
2. SWOT Analysis 3. D igital Creative – Marks Digital Journey 4. ( i) Radio Scripts (ii) TV Script & Storyboard
39
Primary Research
Question 2
Question4
Question 3
Question5
Survey Results The following is the results of the survey that we conducted. There were 244 respondents
Question 1
40
Question6
Question 8
Question 10
Question 7
Question9
Question 11
41
Question 12
Question 14
Question 13
Question 15
42
Question 16
Focus Group Questions The following is the 7 questions and answers from the focus groups
43
44
45
46
47
48
49
SWOT Analysis
50
Digital Creative The following is the ‘journey’ script from the Digital creative. Mark’s Digital Journey Meet Mark, a 29 year old from Cork. He is always looking for new ways to spend his spare time. During his lunch hour he often goes onto Facebook to catch up with his friends. When Mark goes onto his Facebook newsfeed he sees that one of his friends has played Discover Ireland’s Youtube game “Where is it? ” The game that challenges Irish people to see how well they know their country and who knows it best. After Marks friend played the game he shared his score via Facebook. As Mark thinks he can give his friend a run for his money he clicks through to play the game and after beating his friend Mark shows his competitive side as he shares his score on Facebook too. The Youtube game “Where is it?” is about using video content snippets and asking questions to earn points. When the consumer arrives on the page that holds the game it will appear to look exactly like a Youtube video content page. However it will act entirely different. A short video snippet will play and a question bar will appear asking the viewer to name the location? A correct answer will warrant 4 points. An incorrect answer will
result in another question/snippet. These points will be displayed in the form of a rank order leaderboard, which will show the user in direct competition with his Facebook friends who have also allowed access to the game. After playing the game and sharing his score with his friends Mark decides to go onto Discover Irelands Facebook page to see what’s the latest going on. When he lands on the page he sees that Discover Ireland are posing another challenge. He clicks on to see another game titled: “Where is it?” Mark clicks on it to see that Discover Ireland has taken a series of photos with the #WeAreHere2013. The challenge is to locate where these photos were taken in Ireland using the hints Discover Ireland have left on their Twitter and Facebook newsfeeds. Mark clicks onto the challenge where he is taken to the Discover Ireland web page, whereupon he finds a map and sees that there are lots of photos all around Ireland with the #WeAreHere2013. He uses the hints provided to him through twitter and Facebook and navigates his way round the map zooming in until he finally locates the photograph. Mark discovers that the photograph was taken at Bord Gais Energy Centre and further more he is the first person to successfully find it using the hints given to him resulting in him winning a prize!
map zooming in on different photographs that have been uploaded by people to see what else Dublin has to offer. Seeing all these photographs of people having a great time at different locations in Dublin makes Mark want to now book a trip. Up until now he didn’t know that he could walk the skyline at Croke Park or take a trip around Dublin like a Viking but seeing photographs of people enjoying these experiences on the map has made him realize he can. Mark shares that he has won a prize after taking the challenge with his friends, starting a conversation on twitter about possibly traveling to Dublin for a weekend trip. Mark sees the new planner situated beside the map and realizes how easy the new interface is to deliver new holiday ideas for the consumer. (He clicks on the icon that best describes his demographic, how long he wishes to go for, types in his current location, how far he’s willing to travel and selects a few of his interests before hitting the go button. He wants to go away for a long weekend and thinks Dublin would be great fun from the photos he has just seen. The trip planner itself is there to take the hassle out of holidaying by delivering a user friendly, step-by-step assisted search engine to bring holiday ideas to the viewer.
As Mark is already now on the Discover Ireland page he has another look around the 51
Step 1. Choose your Demographic Step 2. Choose the length of time of your holiday Step 3. Choose the max distance you would like to travel Step 4. Choose some of your interests Finally press search. This will then deliver a few options that meet the preferences that were input. As well as having the option to refine your search the trip planner will offer an “Inspire me” option in which a consumer can input their demographic if they choose and then press the Inspire me button to be presented with a host of random alternative holiday options to suit those more spontaneous trips.) After keying in his details Mark presses enter and even more information is given to him in the form of an itinerary about Dublin and its current events, most of which are new to him. Mark is sold and follows the link to book his trip. When mark arrives in Dublin, he comes across one of Discover Irelands billboards, he remembers all the information Discover Ireland gave him when he used the trip planner, so when the billboard prompts him to download the app he does so immediately. 52
When mark downloads the app he uses it to scan the billboard, he is delighted when he sees it start to come to life through augmented reality on his phone. Information about all the elements on the billboard is now literally right at his fingertips. He uses it to find out where he can go to see the leopard on the billboard and is quickly given details about Dublin zoo and how to get there from his current location. (Will be using Junaio to bring our outdoor and press executions to life. Junaio is a software program, which can be embedded in the Discover app; the app is based on channels that show points of interest. For this campaign the channels we will be using are Instagram, the Discover Ireland map and location. Location Based channels show points of interest (POIs) in the surroundings of the user. The user can hold his/her phone up and look around to see virtual objects floating at the position of a POI. Those virtual objects can be individualized with text, thumbnails or can be animated and static 3D objects. Every POI may be linked with images, sounds, videos or websites. Also an easy integration of navigational hints, websites, email addresses or phones numbers related to a POI can be done. In the case of our outdoor, the points of interest will be the elements that feature in the design, so if you scan the outdoor the elements will come to life before your eyes, a leopard
will leap across the screen at which point you can click on it to get more details about where this leopard can be found, in this case it can be found at Dublin Zoo, you can then click through to the website to make a booking.) Later in the day Mark wonders what else he will do in Dublin, he takes out his phone to see what else is available on the Discover Ireland app. He sees that while on holiday he can discover the local area and see what other people have done here through viewing peoples hash tags “WeAreHere2013”. He then takes out his phone and uses the Discover Ireland app, allowing the app to use his current geolocation which scans the area around him. He sees all the photos with the #WeAreHere2013 pop up around him, the distance they are from him and what people have said about the location. He is instantly filled with ideas on what he can do after seeing so many other people having fun in ways he would not have thought of. (Each device supporting junaio has a GPS sensor and a compass, so junaio knows, where a user is at any given time as well as the direction he or she is looking. When you create a channel with location-based Points of Interest (POIs), you will provide a GPS position for each POI. This position consists
of a latitude and longitude value, as well as altitude. Since junaio now knows where the user is at and where the POI is placed in the world, we can render certain virtual information “exactly” where it is in the real world as well.) When Mark reaches his desired location he uses the Instagram app to take photographs so he can share what a good time he is having with his friends as he always likes to take photos on his holidays. He takes the photograph uses the #WeAreHere2013 and allows Instagram to display his location. This photograph will now appear on marks Instagram feed, twitter feed and Facebook feed, and because he used the #WeAreHere2013 it will appear on the Discover Irelands twitter feed, Facebook and webpage where there will be an Instagram feed as well as a map which contains everyone else’s photographs. Mark is now adding to this by sharing his photograph, inspiring others if they are thinking of going on holiday. (As Instagram is a growing trend, and taking photos while away is a cultural trend, this is something we wanted to tap into. We want to utilize things that people are already doing. Instagram is a free photo-sharing program and social network that was launched in October 2010. The service enables users to take a photo, apply a digital filter to it, and then
share it with other Instagram users they are connected to on the social network as well as on a variety of social networking services. In just six months, Instagram growth has more than septupled, growing from around 900,000 people per day to around 7.3 million, according to ComScore. The photo-sharing app’s astonishing growth underscores the growing momentum of mobile-native apps, and the potential of said apps to open wide leads over traditional websites. By December 2010, Instagram had 1 million registered users. In June 2011 Instagram announced it had 5 million users and it passed ten million in September of the same year. In April 2012, it was announced that there were over 30 million Instagram accounts. Instagram announced that 100 million photographs had been uploaded to its service as of July 2012. This total reached 150 million in August 2012 at this stage 58 photographs were being uploaded and a new user was being gained every second. The total number of photographs uploaded had now exceeded one billion. For our purposes once the user takes a photo using Instgram they simply hashtag the photo with #WeAreHere2013, they allow the photo to read its current location and the photo is then automatically uploaded to the users
Instagram feed, twitter feed, Facebook feed as well as Discover Irelands Instagram feed and map, it will also appear on Discover Irelands Facebook and twitter. This works because Discover Ireland will provide a script of what words they want to take ownership of. As they will be taking ownership of the #WeAreHere2013 anything uploaded with this hastag will be taken by Discover Ireland and filtered to make sure all content is in line with the brand. It will then be uploaded to their own online streams. As Twitter also uses #hashtag search functionality it will tie in seamlessly with our Instagram idea and allow people to share experiences in the same manner. We will also change the handle on Discover Irelands twitter page for the duration of the campaign from @Discover_irl to @where_else_would_you_be in order eliminates the confusion from similar handle names on twitter. This name change will allow the brand to: ask the question “Where Else Would You Be?” to its followers allowing the response to be communicated with the #WeAreHere2013 hashtag.) Later on Mark has finished his site seeing for the day and wants to find a nice restaurant, he takes out his phone and selects the food option on the menu. Because businesses can also take
53
photographs of their establishment with the #WeAreHere2013 participating restaurants will appear on marks phone. The app will now automatically pick up Marks location and shows him the best restaurants in his area and how far away they are from him.
Marks friends and family can also see him enjoying this experience because it will be live streamed on the Discover Ireland Facebook page, allowing everyone to enjoy the event and see Ireland bursting to life in 2013, “Where Else Would You Be?”
(We can involve retailers/hoteliers/local business owners etc by getting them to use our hashtag to promote their business in order for people to see via the website or under a hashtag search of #WeAreHere2013.)
(By combining ambient with digital crowds we will have the opportunity for individuals to place themselves right inside the content, where they will be able to interact with the things that are going on in Ireland right at this moment. This will act as an organic cross between an art installation and advertising hook. With live streaming from each location to the Discover Ireland website and facebook page, family and friends will be able to share their experience around the world.
The next day Mark decides he wants to go shopping, he takes out his phone once more and is directed by the app to Dundrum Town Centre. When mark arrives at the shopping center he sees the hustle and bustle surrounding a stage and large screen, people are standing on the stage and through the screen can see large bursts of excitement surround them, dolphins jumping overhead, races horses racing by, Hot Air Balloons flying overhead. Mark looks around him where he can see everyone getting involved in this augmented reality experience, everyone from the elderly to young families to teenagers and young adults, they are all suddenly part of the burst of life and energy Ireland has to offer. Marks gets his friend to take a photo of him on the screen and uploads with the #WeAreHere2013 to Instagram.
54
This ambient idea ties in with the line “Where else would you be” and #WeAreHere2013 as it shows people having a great time at these locations – combining digital and ambient media in a new, clever, relevant and fun way.
55
56
57
58
Radio Scripts Discover Ireland RADIO – BRAND 30” SFX: Nightlife ambience, fun, VO: Feel the buzz of a night in the city SFX: Wind, shaky voice, bike sounds VO: Feel the rush as you zoom down a mountain SFX: Galloping horses, roaring crowd VO: Hear the thunder of horse’s hooves. SFX: Speaking underwater, noise of sea VO: Swim through shipwrecks and see the ocean floor
Discover Ireland RADIO – WHERE ELSE WOULD YOU BE: FESTIVAL 30”
Discover Ireland RADIO – WHERE ELSE WOULD YOU BE: DIVING 30”
The thunder of rain on a tent.
The sound of rushing wind, gulls cawing and the distant sound of the sea down below.
The sound of a tent door being unzipped. The overwhelming sound of a festival. VO: It’s bucketing down. We’re up to our ears in mud. But my favorite band is playing and the weekend has only just begun. WHERE ELSE WOULD YOU BE!! ANNCR: Body and Soul Festival, Ballinlough Castle, 21st – 23rd of June. Ireland 2013. Where Else Would You Be? Visit discoverireland.ie to find out more.
VO: I’m on the edge of a cliff 26 meters above the freezing Atlantic Ocean, waves crashing against rock below, wearing nothing but a pair of swimming shorts, and I’m going to jump. [Shouts as he jumps] Where else would you be! The splash of the sea at the end. ANNCR: The cliff diving world series, Inis Mor, 12 August. Ireland. Ireland 2013. Where Else Would You Be? Visit discoverireland.ie to find out more.
SFX: Cliffs/gulls/sea VO: Stand on the edge of Ireland and know that there’s only sea for thousands of miles. VO: Where Else Would You Be? ANNCR: Ireland 2013. Where Else Would You Be? Visit discoverireland.ie to find out more.
59
TV Script & Storyboard Discover Ireland TVC – WHERE ELSE WOULD YOU BE 90” We open on a skydiver as he falls fast to earth. We recognize the shape rising up to meet him as Ireland. He pulls his brightly colored chute and lands with a thud. As his feet hit the ground a festival springs up around him – tents, flags, stages. All of a sudden he’s surrounded by a mob of marauding Vikings as they barrel past. He looks down and at his feet the ground has opened up to a river. Dolphins leap out of the water, jumping past us and landing with a splash. Our skydiver looks up just as a huge wave crashes over him with a windsurfer whooping and hollering overhead. As he surfaces from the wave, our hero spins around to see a group of racehorses erupt from the sand and gallop off down the beach. As they thunder away, huge sand sculptures erupt from the kick back. Out of one of the sand sculptures burst a fisherman at the high point of reeling in a fish. As he pulls it in the line flips in an arc above him and as the fish falls down a table bursts out of the ground as a floor builds around it. The fish lands on a plate, part of a perfectly
60
prepared and sumptuous dinner. A family enjoying their meal is suddenly whooshed into the air, as their chairs become part of a colorful chair-o-plane that explodes out of the ground. We then seen the family drop to their feet as the chair-o-plane folds away and as they touch the ground it suddenly erupts beneath them. They teeter on the moving ground as it grows to become spectacular cliffs looking out to sea. The ground steadies and display jets shoot by with colored contrails steeling behind them. Behind them brightly colored hot air balloons drift by. The father of our family turns to the camera, beaming, and says with a hint of incredulity in his voice: “Where Else Would You Be?” Super: Ireland 2013. Where Else Would You Be? Discover Ireland
61
62
63
64
Thank You
65
www.HUMAN-creativeagency.tumblr.com
66