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  • 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
  • Transcript

    • 1. Failte Ireland Online Marketing 2009 Overview
      • Failte Ireland’s online focus 2009
      • TCS Strategy 2009-2011
      • SME eBusiness initiative
      • Business Tourism Update
    • 2. 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 :
    • 3.
      • 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
    • 4.
      • 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
    • 5.  
    • 6. 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
    • 7. 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.
    • 8. 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.
    • 9. 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
    • 10. 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):
    • 11. 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.
    • 12. 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]
    • 13.
      • 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:
    • 14.
      • 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:
    • 15.
      • 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%
    • 16. 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