Failteirelandhotelmarketconfv1 2 090407112050 Phpapp02
Upcoming SlideShare
Loading in...5

Failteirelandhotelmarketconfv1 2 090407112050 Phpapp02






Total Views
Views on SlideShare
Embed Views



1 Embed 1 1


Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
Post Comment
Edit your comment
  • Good morning My name is Niamh Nevill and I am the eBusiness Mgr with FI Today, I’d like to communicate some key initiatives in online environment that are relevant for you

Failteirelandhotelmarketconfv1 2 090407112050 Phpapp02 Failteirelandhotelmarketconfv1 2 090407112050 Phpapp02 Presentation Transcript

  • 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
    • 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 :
    • Business Supports
    • Performance plus
    • Learning Networks
    • Web-check Supports
    • Tourismlearning
    • Domestic Consumer Marketing
    • Destination sites
    • Campaign sites
    • Tourism Content System (TCS)
    Failte Irelands’s Online Presence
    • Business Tourism
    • Online marketing activity
    • SEM and SEO
    • CRM
    • Received 2.89 million visits in 2008
    • Top 5 most popular pages
      • Accommodation
      • 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]
    • 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
    • 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.
  • 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.
    • 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):
  • Business Supports in online environment
    • How it works:
      • critique of the existing website by phone
      • on-site consultation
      • highlighting an action plan of further developmental measures for consideration.
      • mentoring and specialist on-site support,
      • contribution towards cost of implementation
      • for SME’s who do not possess a website
      • web specification template
      • 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: [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:
    • 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:
    • 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: No of Visits 2008: 70,545* No of Visitors: 63,669 International Visitors: 76%
  • Summary
    • Key messages from this presentation;
    • Check out your listing on
    • Send updates to [email_address]
    • Review your Special Offers as they appear on
    • Remember Web Check eSymposium March 19th