Failte Ireland Online Marketing 2009 Overview Failte Ireland’s online focus 2009 TCS Strategy 2009-2011 SME eBusiness initiative Business Tourism Update

Failte Ireland’s online focus 2009

TCS Strategy 2009-2011

SME eBusiness initiative

Business Tourism Update

Failte Ireland’s online focus 2009 Failte Ireland’s role: to facilitate the success of the industry Product development and marketing Enterprise and skills dev Regional Dev Visitor Servicing Expand and exploit our online presence Website Content excellence using our information data warehouse, TCS Industry Empowerment. Increase eBusiness skills, competence and knowledge Drive customer oriented solutions via business development plan for Business Tourism : irelandinspires.com Page

Failte Ireland’s role: to facilitate the success of the industry

Product development and marketing

Enterprise and skills dev

Regional Dev

Visitor Servicing

Expand and exploit our online presence

Website Content excellence using our information data warehouse, TCS

Industry Empowerment. Increase eBusiness skills, competence and knowledge

Drive customer oriented solutions via business development plan for Business Tourism : irelandinspires.com

Business Supports Failteireland.ie Performance plus Learning Networks Web-check Supports Tourismawareness.ie Optimus.ie Tourismlearning networks.ie Domestic Consumer Marketing Discoverireland.ie Destination sites Campaign sites Tourism Content System (TCS) Failte Irelands’s Online Presence Business Tourism Irelandinspires.com Online marketing activity SEM and SEO CRM

Business Supports

Failteireland.ie

Performance plus

Learning Networks

Web-check Supports

Tourismawareness.ie

Optimus.ie

Tourismlearning networks.ie

Domestic Consumer Marketing

Discoverireland.ie

Destination sites

Campaign sites

Tourism Content System (TCS)

Business Tourism

Irelandinspires.com

Online marketing activity

SEM and SEO

CRM

Discoverireland.ie Received 2.89 million visits in 2008 Top 5 most popular pages Accommodation Discoverireland.ie/southwest Discoverireland.ie/west Activities Special Offers Currently undergoing redesign to align with Destination and Product marketing strategies Phase 1 launch March 2009 Phase 2 launch June 2009 Both phases: content quality improvement plan and distribution increase of TCS content Recent updates for preferred booking engine nomination Page

Received 2.89 million visits in 2008

Top 5 most popular pages

Accommodation

Discoverireland.ie/southwest

Discoverireland.ie/west

Activities

Special Offers

Currently undergoing redesign to align with Destination and Product marketing strategies

Phase 1 launch March 2009

Phase 2 launch June 2009

Both phases: content quality improvement plan and distribution increase of TCS content

Recent updates for preferred booking engine nomination

Other consumer marketing initiatives Special Offers; update of current content in TCS for distribution on discover Ireland family of sites Launch Special Offers campaign site to coincide with Irish Independent lift out in March 2009. Contact [email_address] Discoverireland.ie/selfcatering Promotion of niche marketing products such as Equestrian eBusiness Golf forum: to create an all-Ireland online golf tourism eBusiness solution Implementation of Tourism Content System strategy Page

Special Offers; update of current content in TCS for distribution on discover Ireland family of sites

Launch Special Offers campaign site to coincide with Irish Independent lift out in March 2009. Contact [email_address]

Discoverireland.ie/selfcatering

Promotion of niche marketing products such as Equestrian

eBusiness Golf forum: to create an all-Ireland online golf tourism eBusiness solution

Implementation of Tourism Content System strategy

TCS Strategy 2009-2011 Tourism Content System Overview A data warehouse of Irish tourism information www.tcs.ireland.ie 26,000 tourist items categorised as; Accommodation Attractions Activities Festivals and Events Transport October 2008: review of the current state of the TCS. Failte Ireland created a 3 year plan to improve on the current content and improve its quality and distribution. Page

Tourism Content System Overview

A data warehouse of Irish tourism information www.tcs.ireland.ie

26,000 tourist items categorised as;

Accommodation

Attractions

Activities

Festivals and Events

Transport

October 2008: review of the current state of the TCS.

Failte Ireland created a 3 year plan to improve on the current content and improve its quality and distribution.

TCS Vision 2009-2011 TCS is the Destination Management System for Irish Tourism, and is recognised as the premier information source for Irish tourism information. TCS manages the broadest catalogue of quality Irish tourism information derived from and syndicated to multiple distribution channels TCS provides a highly-available, robust and consistent framework for managing and exchanging high-quality multimedia tourism content. Page

TCS is the Destination Management System for Irish Tourism, and is recognised as the premier information source for Irish tourism information.

TCS manages the broadest catalogue of quality Irish tourism information derived from and syndicated to multiple distribution channels

TCS provides a highly-available, robust and consistent framework for managing and exchanging high-quality multimedia tourism content.

TCS Strategy 2009-2011 TCS strategy is a priority for us to ensure that our Irish Tourism content is current, accurate, engaging and reaches a wide audience. The effective management of knowledge, information and technology is essential to ensure the effective development and delivery of tourism services. Page Translates to; Check the content quality and currency; need industry involvement Increase distribution of content via content syndication Use current web 2.0 technologies to engage consumer

TCS strategy is a priority for us to ensure that our Irish Tourism content is current, accurate, engaging and reaches a wide audience.

The effective management of knowledge, information and technology is essential to ensure the effective development and delivery of tourism services.

Translates to;

Check the content quality and currency; need industry involvement

Increase distribution of content via content syndication

Use current web 2.0 technologies to engage consumer

eBusiness Supports in online environment What is it? The e-Business Support Initiative is a 3 year project running since June 2008 Its designed to enable tourism business operators to identify their web development needs and provide them with direct support, on-site assistance and training. The e-Business support is provided in several stages, undertaken on behalf of Failte Ireland by a team of independent IT consultants (Service Providers): Page

What is it?

The e-Business Support Initiative is a 3 year project running since June 2008

Its designed to enable tourism business operators to identify their web development needs and provide them with direct support, on-site assistance and training.

The e-Business support is provided in several stages, undertaken on behalf of Failte Ireland by a team of independent IT consultants (Service Providers):

Business Supports in online environment How it works: WEB-CHECK critique of the existing website by phone on-site consultation highlighting an action plan of further developmental measures for consideration. WEB-BUILD mentoring and specialist on-site support, contribution towards cost of implementation WEB-START for SME’s who do not possess a website web specification template WEB-SKILLS techniques to optimise on-line sales, e-Business workshops and national e-Symposiums highlighting cutting edge innovations in e-Business geared towards the Tourism sector. 10 workshops held during 2008, 178 delegates attended, 30 workshops scheduled for 2009, plus 4 e-Symposiums. Page

How it works:

WEB-CHECK

critique of the existing website by phone

on-site consultation

highlighting an action plan of further developmental measures for consideration.

WEB-BUILD

mentoring and specialist on-site support,

contribution towards cost of implementation

WEB-START

for SME’s who do not possess a website

web specification template

WEB-SKILLS

techniques to optimise on-line sales,

e-Business workshops and national e-Symposiums highlighting cutting edge innovations in e-Business geared towards the Tourism sector.

10 workshops held during 2008, 178 delegates attended, 30 workshops scheduled for 2009, plus 4 e-Symposiums.

Business Supports in online environment 6 topics addressed during 2009 workshops; Online selling Google Tools Writing for the Web The Internet – risks and hazards SEO Web Design & Development e-Symposium March 19 th Crowne Plaza Dublin Making The Most Of Your Online Investment Fergal O’ Byrne, CEO, Irish Internet Association. How to market your business to online customers Gareth Dunlop, Managing Director of Tibus Ltd. How to maximise your profile in Google Anthony Quigley, Managing Director of Online-Marketing More Info: www.iia.ie/webcheck [email_address] Page

6 topics addressed during 2009 workshops;

Online selling

Google Tools

Writing for the Web

The Internet – risks and hazards

SEO

Web Design & Development

e-Symposium March 19 th Crowne Plaza Dublin

Making The Most Of Your Online Investment Fergal O’ Byrne, CEO, Irish Internet Association.

How to market your business to online customers Gareth Dunlop, Managing Director of Tibus Ltd.

How to maximise your profile in Google Anthony Quigley, Managing Director of Online-Marketing

More Info: www.iia.ie/webcheck [email_address]

Fáilte Ireland’s Business Tourism website. Represents Ireland Inc. internationally In addition to the main dot com site there are French and German versions plus ten localised market landing pages. Business Tourism: Irelandinspires.com

Fáilte Ireland’s Business Tourism website.

Represents Ireland Inc. internationally

In addition to the main dot com site there are French and German versions plus ten localised market landing pages.

Target Audience: International Conference Organisers Overseas Incentive Houses Corporate event organisers International PR agencies Overseas business travel media Corporate PA’s. Markets: France, Germany, UK, USA, Canada, Italy, Spain, Belgium, Luxembourg, Australia, Russia, South Africa and the Nordics. Irish based academics with a view to bid for their international conferences to be held in Ireland i.e. Conference Ambassadors. Irish trade including Hotel and non accommodation venues, Destination Management Companies (DMCs), Professional Conference Organisers (PCOs), Universities, Corporate Team Building activity organisations. Business Tourism: Irelandinspires.com

Target Audience:

International Conference Organisers

Overseas Incentive Houses

Corporate event organisers

International PR agencies

Overseas business travel media

Corporate PA’s.

Markets:

France, Germany, UK, USA, Canada, Italy, Spain, Belgium, Luxembourg, Australia, Russia, South Africa and the Nordics.

Irish based academics with a view to bid for their international conferences to be held in Ireland i.e. Conference Ambassadors.

Irish trade including

Hotel and non accommodation venues,

Destination Management Companies (DMCs), Professional Conference Organisers (PCOs), Universities,

Corporate Team Building activity organisations.

Online Marketing Plan objectives Position Ireland as a leading destination for conference, corporate meeting and incentive travel plus promoting venue and organiser finding capability. To offer media and trade support via online resources such as sample presentations, image galleries, downloadable maps and the Ireland Inc. brand including logos and artwork. Allows conversion measurement of both online and offline marketing campaigns thus supporting future planning and return on investment Business Tourism: Irelandinspires.com No of Visits 2008: 70,545* No of Visitors: 63,669 International Visitors: 76%

Online Marketing Plan objectives

Position Ireland as a leading destination for conference, corporate meeting and incentive travel plus promoting venue and organiser finding capability.

To offer media and trade support via online resources such as sample presentations, image galleries, downloadable maps and the Ireland Inc. brand including logos and artwork.

Allows conversion measurement of both online and offline marketing campaigns thus supporting future planning and return on investment

Summary Key messages from this presentation; Check out your listing on www.discoverireland.ie Send updates to [email_address] Review your Special Offers as they appear on discoverireland.ie Remember Web Check eSymposium March 19th

Key messages from this presentation;

Check out your listing on www.discoverireland.ie

Send updates to [email_address]

Review your Special Offers as they appear on discoverireland.ie

Remember Web Check eSymposium March 19th