The purpose of this paper is to investigate the impact that US TV and Movies have had on Irish tourism. This study examines how a destination marketing organisation (DMO) can use social media channels to capitalise upon the opportunities created by film tourism as it pertains to North American TV and Movie productions. The findings are based on a combination of two qualitative methods, in depth interviews with 20 industry professionals and a Netnographic analysis of social media activity between Tourism Ireland and the North American audience on Facebook and Twitter. The qualitative data was analysed in order to provide insights into the effectiveness of using North American pop culture as part of a digital marketing strategy when creating awareness of Ireland as a brand in the US and Canada. This study addresses a gap in the literature in relation to the use of social media when attracting the North American holidaymaker to Ireland.
1. 1
Investigating the Use of Social Media Channels in
Capitalising on Ireland’s Appearance in US TV
and Movies: A Digital Marketing Study
Mr. Colm Barcoe and Dr. Garvan Whelan
2. Introduction to the Authors
Colm Barcoe (B.Bus) is
currently a Masters student
in IT Tallaght
Dr. Garvan Whelan is a
Lecturer & Financial
Research Analyst at ITT
Dublin since 2004
2
3. Presentation Content
• Introduction
• Literature
• The concept of Film Induced Tourism and
Marketing Ireland to North America
• The influence of social media channels when
marketing Ireland as a brand to North America
• Methods Used
• Findings
• Conclusions
3
4. Introduction
• Ireland’s First Appearance in Hollywood Film
was 1935’s “The Informer”
• 1952’s “The Quiet Man” Inspired North
Americans to Travel to Ireland as it Depicted
the Return of the Irish-American Immigrant
• Other Movies Such as “Ryan’s Daughter, Far
and Away and Braveheart” throughout the
1980s and 90s Inspired North Americans to
Visit Ireland
(Bolan, Crossan, O’Connor 2011)
4
5. US TV and Movie Timeline
1952:
The Quiet
Man
1970:
Ryan’s
Daughter
1992:
Far And
Away
1995:
Braveheart
2016:
Leap Year
2016:
Game of
Thrones
2017:
Star Wars
(IMDB 2018)
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6. North American Visitations Linked to Film Induced
Tourism (FIT) (CSO 2018)
Year % Growth
1971 + 1%
1993 + 2%
1996 + 3%
2016 + 15%
2017 +15%
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7. Methods of the Study
Method Categories
1 Semi-structured in-depth
interviews with the four
categories of stakeholders
Four categories of stakeholders:
a) Tourism Ireland
b) Large scale operators
c) SMEs
d) Intermediaries and Agents
2 Netnographic analysis The Netnographic analysis in two stages:
a) Primary qualitative
b) Secondary data
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8. Applying the Methods
Conduct Interviews
Analysis and Coding of Interviews
Monitor DMO Activities
Further Analysis
8
10. Advantages Disadvantages
Associated Content is less expensive
to produce
Original content is not owned by
Tourism Ireland
US TV and Movies provide exposure
for Ireland as a Destination
Depictions of Ireland in US TV and
Movies have often been less than
flattering
Regions of Ireland are associated
with these movies
The wrong impression of the destination
can be formed
US TV and Movie companies work in
partnership with Tourism Ireland
US TV and movies own the content
featured in their production
Ireland as a destination becomes
part of North American pop culture,
this re-shapes brand identity
through social media
Ireland can become over-exposed and
North Americans could become
disenfranchised with the destination
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11. Importance of FIT
• Film Content and Recognition can be Used to
Promote Ireland Across Social Media
• Ancillary Campaigns Such as “Game of
Doors” have been Shown to Increase US and
Canadian Visitations
• Twitter is a Strong Platform for these
Campaigns
• Facebook can be Used to Engage
Conversations with North Americans to
Increase Brand Awareness
11
13. 13
Giants Causeway is
used as a location and
becomes one of the
most Instagramed
places in the world
#Got Tapestry
is launched
14. Benefits of This Campaign
• 16.1 Million Viewers Tuning in Live
• US and Canadians Interacted with the
Content on Twitter During the Launch
• JBH (2017) Named the Tapestry as the
Most Imaginative way of Using FIT Across
Social Media
• The Geographical Reach Using Twitter
was Significant in Relation to Ireland as a
Brand
14
15. One Million Visitors to
# GOD Online
300 Comments per
post from North
Americans on Social
Media
130 North
American
shares per post
on Facebook
ROI
270 Quotes per
post on Social
Media
Awareness
Consideration
Decision
Gross Profit
The Value of Using FIT as Social
Media Content
15
16. Calculating Return on Investment From FIT
Content Across Social Media
• Return on Investment (ROI) is Based on Social Media
Engagement Vs Monetary Input
Based on Facebook Likes and Shares From July 23rd- July
25th 2017:
1,064x 200 = 212,800 Shares
“In relation to Facebook those 4 million fans have over
200 friends each so you are one click away from an
audience of 800 million worldwide”
(TI Representative 2017)
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17. Financial Calculation of ROI Through FIT
• Based on Tourism Ireland’s Game of Doors
Campaign
Social Media Benefits – Costs x 100
ROI Costs
(Chaffey 2017)
57000 - 20000 x 100 = 81.5% Profit
20000
17
25. Benefits of These Social Media Activities for the
Irish Tourism Sector
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*SM= Social Media
26. Conclusions
• Film Induced Tourism Provides Content
For Social Media Channels
• This is a Cost Effective Way for Irish
Stakeholders to connect with North
Americans Across Social Media
• Ancillary Products can be Created
because of Film and TV Notoriety
• SMEs Need to Get Involved with this
Content on Social Media
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