MARKETING CAMPAIGN:TOURISM IRELAND has urged the industry to get behind its new €47 million marketing campaign by running promotional offers and special packages.
The all-island tourism body revealed its TV, press and online advertising campaign earlier this week, saying it hoped to reach 200 million potential visitors worldwide.
But with the cost of living named by holidaymakers as Ireland’s most distinguishing disadvantage, Tourism Ireland has placed a major emphasis on the need to increase the number of promotions and special offers.
In the last visiting-attitudes survey, cost of living was spontaneously named by 18 per cent of holidaymakers when asked for the negative factors that set Ireland apart from other destinations.
“Consumers are becoming increasingly sophisticated and are looking or expecting to receive every possible detail of what they can see, do, eat, drink, etc, on holiday,” a Tourism Ireland spokeswoman said.
“For a number of years now Tourism Ireland has been urging industry to get behind overseas campaigns by promoting special packages and offers. In the current competitive and challenging climate, it will be more important than ever to set out our stall, if you like, and promote compelling, attractive offers to consumers.”
Tourism Ireland is encouraging tourism providers to offer packages with special offers on airlines, hotels, attractions, restaurants and BBs.
While cost of living is our key drawback, tourists still mention the Irish people as the main factor separating Ireland from other destinations. The “characters” of Ireland are the main focus of the new “Go where Ireland takes you” campaign. The whimsical advertisements, created by JWT, encourage people to let go of the guidebook and allow their holiday to take them off the beaten track.
