POWERSCOURT PART OF GLOBAL TOURISM DRIVE

Wicklow People - - NEWS - By MARY FOGARTY

REP­RE­SEN­TA­TIVES of Powerscourt Es­tate at­tended the Tourism Ire­land of its mar­ket­ing strat­egy and plans.

This was the an­nounce­ment that Tourism Ire­land will in­crease its spend­ing by €10 mil­lion in 2019, to €45 mil­lion, and will launch its first global ad­ver­tis­ing cam­paign in seven years. Tourism Ire­land’s new global cam­paign – ‘Fill your Heart with Ire­land’ – will launch next month in the United States, Britain, France and Ger­many. From Jan­uary 2019, it will be rolled out in over 20 mar­kets around the globe. It will in­clude TV, cin­ema, print, out­door and on­line ads, as well as con­tent for so­cial plat­forms.

The cam­paign will fea­ture less vis­ited at­trac­tions and lo­ca­tions and aims to at­tract vis­i­tors all year round. Powerscourt Es­tate was among around 500 tourism in­dus­try lead­ers from around the coun­try to at­tend the launch. Min­is­ter Shane Ross was also there.

They heard that ‘sus­tain­abil­ity’ is the watch­word for Tourism Ire­land, head­ing into 2019 and be­yond. The or­gan­i­sa­tion will place a greater fo­cus on driv­ing growth to less vis­ited at­trac­tions and lo­ca­tions, as well as on driv­ing busi­ness in the off-peak and shoul­der sea­sons.

They also plan to re-de­velop the en­tire suite of Ire­land.com web­sites. The new tech­nol­ogy will re-tar­get vis­i­tors and po­ten­tial vis­i­tors with per­son­alised mes­sages and of­fers. In the con­text of the Govern­ment’s Global Ire­land 2025 ini­tia­tive, Tourism Ire­land will im­ple­ment its US, Ger­man, emerg­ing mar­kets and British mar­ket growth strate­gies. This will see the or­gan­i­sa­tion ex­pand its op­er­a­tions in China – with new rep­re­sen­ta­tion in Hong Kong – and in­crease its mar­ket­ing ac­tiv­ity in the US and Canada, as well as in emerg­ing mar­kets like Ja­pan.

Sarah Slazenger of Powerscourt Es­tate with Ais­ling McDermott of Tourism Ire­land.

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