Tourism in Ireland 2013 Pitch Document


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This is the accompanying pitch document delivered to the Discover Ireland Client pitched by Human Agency

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Tourism in Ireland 2013 Pitch Document

  1. 1. We see brands through HUMAN eyes.We engage with a HUMAN touch.We think digital with a HUMAN mind.We are creative. We are alive. We are HUMANwww. HUMAN-creativeagency.tumblr.com2
  2. 2. Basic Document Structure1. Introduction2. The Campaign3. Primary Research4. Secondary Research5. Bringing Research to life6. The Creative Brief7. The Big Idea8. Creative Executions9. Media Strategy10. Conclusion11. References 3
  3. 3. Chapter 1: IntroductionWe are HUMAN. A people first agency. Weare run by people for brands who really careabout people. Brands should speak, feel andhear their audience. HUMAN was conceivedas a communications agency that championspeople and people focused ideas. Mostagencies talk about people. At HUMAN it’sbuilt into our DNA. In a world overwhelmedwith data and surrounded by technology, it’simportant to put the person in persona.Our team consists of some of the most talentedpeople in the industry.Cian Fanning | Managing DirectorJohn McSweeney | Account ExecutiveNataliya Langan | Account Executive Back Row L-R: Michael Browne, Paul Molloy, Alexandra Calder, Darren Hanratty, Stephen Byrne,Michael Browne | Brand Strategist Rachel Owens, Jessica Majekodunmi. Front Row L-R: Ivor Noyek, Nataliya Langan, John McSweeney, Cian FanningJessica Majekodunmi | Communications PlannerIvor Noyek | Creative DirectorStephen Byrne | Art Director/IllustratorAlexandra Calder | CopywriterDarren Hanratty | CopywriterPaul Molloy | Art Director/Digital StrategistRachel Owens | Art Director/Digital Strategist4
  4. 4. Chapter 2: The Campaign, Our target audiences range from young singles to empty nesters, young familiesin brief to older families. Each of these segmentsDespite the global downturn it is estimated better responds to different channels, withthat 2011 saw a 5% growth in domestic their needs from a holiday also varying. Fortourism. Irish consumers have become savvy instance, young singles are more fun seekingin an effort to adapt to changing situations. while young families must always prioritiseSeeking better value and being thrifty is seen the needs of their children. In the year of ‘Theas a new trendy thing to do. As a result people Gathering’, we need them to think and feelare travelling abroad less, opening up great there is so much happening here in 2013. Weopportunities for local tourism or ‘staycations’. want them to book a holiday in Ireland nextDomestic holidays represents over €1.6 billion year because it is their first the Irish economy. Fáilte Ireland’s role isto support the tourism industry and workto sustain Ireland as a high-quality and Our key objectives are as follows:competitive tourism destination. According 1. ncourage people in Ireland to book a Eto the CSO, 1 in 10 people are employed the domestic holiday in 2013.tourism sector in Ireland. 2. Encourage people to use Discoverireland.ieThe challenge for HUMAN is to create astrong through the line campaign that builds 3. etain some continuity with “The Fun Rupon the success and sentiment from “The Fun Starts Here” campaignStarts Here” campaign. Fáilte Ireland’s briefcalls for a new creative strategy to build upon 4. Embrace the year of ‘The Gathering’.the success of their previous campaigns andpromoting domestic tourism in 2013 againstthe backdrop of ‘The Gathering’. We have touse an integrated multimedia approach acrossbought, owned and earned assets. Our goal isto create a strong, people first campaign. 5
  5. 5. Chapter 3: Primary Survey Findings:Research Methodology Behaviour towards domestic breaks In order to gain an insight into the patterns of The survey uncovered some insightfulTo try and understand the mindset of the Irish domestic holidaying in Ireland we established interesting quantitative findings. For instance,towards holidaying at home we undertook a an online survey consisting of 16 questions 49% of respondents said that they wouldseries of research methods to gain insights into about holidaying habits. The questions consider Ireland as a first choice for a holidaythe psyche of the Irish holidaymaker. In the were designed to give the team a deeper (weekends included). With such a high numberfollowing section we shall lay out the various understanding of how Irish people feel about of people willing to consider a domesticdata collection methods that were employed the prospect of holidaying at home. In total break in Ireland we had a solid foundationsto inform our campaign. We shall also outline there was 244 respondents spanning 4 age from which to build our campaign. Ourthe key findings from our research. groups. task therefore wouldn’t require targeting an entire new market, but rather exploiting and RespondentsTarget Audience developing on an already interested consumer In total there was 244 responses to our online base. Of those who took the survey, 69%The target audiences were provided in the survey with 53% of respondents being femaleFáilte Ireland brief. There are 4 distinct and 47% being male. We wished to target as Stated they had taken a break (long or short)groups: broad variety of individuals as possible. We at least twice in the last 12 months. Of those utilised social media as the primary method of who did take breaks, weekend breaks were by1. Young Singles distribution. The age groups chosen mirrored far the most popular (57%) followed by 7 day2. Young Families the 4 target groups outlined by Fáilte Ireland. breaks (31%).3. Older Families 18-24 (14%)4. Empty Nesters 25-34 (43%) How they research The survey highlighted a variety of differentObjectives: 34-54 (23%) ways in which people research their 55+ (20%) holidays. Online research was cited as the1. o understand the sentiments that Irish T most favoured method (43%) followed by people hold towards holidaying at home. word of mouth (26%). However one could2. o gain insights into attitudes towards ‘The T argue that there is a crossover between two Gathering’ as qualitative research suggests that many3. o understand consumer behaviour when T people consider social media interactions booking holidays with friends as being Word of Mouth.6
  6. 6. However when asked if they ever used the Favourable Aspects: Focus website in researching 48% of respondents said that having ‘fun’ After completing the online survey andtheir trips, only 25% said they had. was the most desirable thing they look for in analyzing the results from it we continued a holiday; a further 11% suggested adventure our primary research conducting two focus was top of the list. When asked to rate the groups. The main objective of this qualitativeAttitudes towards ‘The Gathering’ attractiveness of certain aspects of Ireland, research was to uncover key insights intoIn the client brief we were asked to incorporate ‘the people’, ‘the scenery’ and ‘the craic’ rated the Irish people’s views and experiences of‘The Gathering’ into our main campaign. In very highly. holidaying in Ireland as well as the opinionsorder to better understand attitudes towards they have of Ireland as a domestic holiday‘The Gathering’ we questioned people about destination. Similar to our questionnaire weit. We found that there was a high awareness Unfavourable Aspects: attempted to represent each of our four targetof ‘The Gathering’ (80%), however many The most unfavourable aspect about markets in our research; Young Singles, Youngof those questioned also admitted that they holidaying in Ireland was unsurprisingly Families, Older Families and Empty Nesters.were unsure of its exact content. When asked the weather. Price was also a barrier toif they would be more likely to holiday in those choosing to holiday here, however ourIreland in 2013 because of ‘The Gathering’, secondary research into this matter indicates Methodology12% said yes, 36% said maybe and 52% said that prices in the hospitality sector in Ireland We conducted two focus groups with fiveno. The large number of ‘No’ answers could has dropped significantly over the last few people in each group. We structured our focuswell be due to lack of knowledge of what ‘The years. Surprisingly the issue of ‘familiarity’ did groups around seven carefully pre-determinedGathering’ actually is. In our opinion, if more not rate very highly in terms of attractiveness. questions. It was important for us that wepeople were informed as to the content of ‘The had people represent the four target groupsGathering’ numbers willing to holiday at home and that they didn’t know each other. A teambecause of it would perhaps be more positively consisting of a moderator and an assistantinfluenced. moderator ran the focus groups. Before the start of the session the participants were given demographic information forms to fill out. 7
  7. 7. Key Questions: Analysing the data: destination. 7 day+ holidays seemed to only be attractive to participants with young children.Q1. Have you been on holiday recently? We narrowed down our essential information They cited the convenience and comfort that (Weekends or long holidays) by transcribing all the focus group tapes. domestic holidays offered as opposed to the Subsequently all this information was enteredQ2. Would you consider Ireland as a hassle of going abroad with young children. into Excel spreadsheets (See Appendix). A first choice destination for a holiday? separate spreadsheet was then used for each When the participants were asked what they (Including weekend breaks) if yes/no why? key question, starting with the answers from most liked about Irish holidays, issues such asQ3. hat type of holidays do you usually go W Focus Group 1, followed by those of the convenience, comfort, Irish food, scenery, less on in Ireland? (City breaks, Camping, Focus group 2. All the data was then analysed travel and stress rated very highly. In contrast Festivals/Concerts, Package holiday and and synthesised in order to uncover the key to this, the weather, followed by price was other) Why do you choose them? insights. seen as the main deterrents to holidaying in Ireland. The weather was the main barrierQ4. hat do you like best about holidaying in W for people wishing to book long domestic Ireland? Results holidays. One respondent stated: “If I knew weQ5. hat do you least like about Irish W would get two weeks of good weather, I’ll go From the focus groups participants’ answers for two weeks.” It was interesting to discover Holidays? and reactions, we were able to better that many of people didn’t view Ireland asQ6. re you aware of ‘The Gathering’? If yes, A understand how Irish people perceive Ireland a “proper” holiday destination. As one of would you be more likely to holiday in as a domestic holiday destination. We also our participants commented: “Holidaying in Ireland because of it? acquired a great sense of what our target Ireland is not for me. I want a proper holiday groups’ views and thoughts were on ‘The abroad.” Another said “No. I wouldn’tQ7. ave you used H Gathering’ and the Discover Ireland website. holiday in Ireland.” However conversely both website? If yes, how did you find the One recurring theme that cropped up was individuals admitted to going on weekend experience? the fact that in general Irish people do like breaks in the past 12 months. go on holidays in Ireland. As one of our When the topic of ‘The Gathering’ was participants’ mentioned: “I do like holidaying brought up, the majority of the people had in Ireland. I have always enjoyed it!” This an awareness of it. However the idea of next sentiment was a recurring theme in both year being the year of The Gathering was not focus groups. However despite liking Ireland appealing to our participants and they did not as a destination, many of those questioned feel that ‘The Gathering’ was not singularly preferred it solely as a short break or weekend a good enough reason for a domestic holiday.8
  8. 8. Interestingly participants, who had close In-Depth Interviews his breaks and often left planning to thefamily living abroad seemed willing to join week before; “There isn’t much planning In order to gain deeper insights and possibly‘The Gathering’ if their relatives were coming involved. You can go on the spur of the uncover new ones, we decided to conduct in-home: moment”. When asked why he enjoyed these depth interviews. We conducted four in-depth breaks he simply replied ‘because of the“I have American family and if I know they interviews with representatives from each of craic’. When it comes to booking a holidayare coming for The Gathering I’ll be willing to the four target groups: Young Singles, Young in Ireland, he would firstly consider a friend’sjoin them. But outside of that, probably not.” Families, Older Families and Empty Nesters. recommendation (including Facebook posts/Another participant said “I don’t think it will photos) and would also research…but if it turns out to be good craic I’lljoin in!” MethodologyCuriously despite some negative sentiment Four In-Depth interviews were conducted. Young Familiestowards ‘The Gathering’ among our The interviews took place in our respondent’s Our second interviewee represented the Youngparticipants, when asked if they though it was private homes in order to make them feel more Families target group. This participant hadgood idea that our government was organizing comfortable and willing to give more honest two children under 5. Her family does takeinitiatives such as ‘The Gathering’ to help the answers. We wrote an in-depth interview short and long holidays in Ireland. Beforeboost the national economy all participants guide, containing the questions that would be having children, herself and her husband usedresponded positively. When the participants asked during the interview. After the interview go on vacations abroad, but since becomingof the focus groups were asked about the the data was analysed in order to make sense parents they prefer the more convenient optionDiscover Ireland website, the majority of of the findings. of domestic holidays.them had not used it. However those that had They would usually go on camping trips,found it useful when looking for new ideas “on because it’s more affordable and the kidswhere to go in Ireland and to see what’s on in Results can run outside. Value for money is a mainwhich county.” Young Single factor for her when booking a holiday. As the The person representing the young singles interviewee mention “We would normally go often took short breaks in Ireland (between if there’s an offer on in a hotel, kids stay free, three and four times a year). For him, short activities included or others.” When planning breaks were of great importance as they a holiday she normally considers families’ or allowed him to break away from the everyday friend’s recommendations. She would also look routine and have a good time with friends. He for offers and deals on hotels in newspapers. generally didn’t spend much time organising The participant was aware of ‘The Gathering’ 9
  9. 9. said the events would not interest her stating Conclusion and researching holiday. Peer recommendation“with children you generally avoid visiting websites also proved very popular. Word of From the research conducted we believe thatplaces where there is a lot going on.” mouth was significant and appears to have there is significant interest in Ireland as a been influenced particularly with the advent of holiday destination. Our survey indicates that social media. People are now communicatingOlder Families a large number of people (70%) have taken with friends more on social media platformsThe next interviewee represented the older some sort of break in Ireland in the last year. and many of our respondents stating they nowfamilies target group. Herself and her husband However quantitative research indicates that considered social media recommendationshaven’t holidayed in Ireland for number of a significant proportion of those people didn’t from friends to be valid word of mouth peeryears now; instead they prefer to save money view these getaways as being ‘proper breaks’. recommendations. However our surveyand book a sunny holiday abroad. She Instead they stated their summer fortnight results show that only 1 in 4 people had evermentioned that she did like Ireland but “I like abroad was a ‘real’ trip away. Our learning visited the website. Fromthe warm weather. I’d rather be in the heat.” from this was clear: we need to make people what we have learned about behaviouralThe participant was aware of ‘The Gathering’ value Irish breaks as much as they value their habits, we believe that there is an opportunityand said she might be tempted to get involved breaks abroad. for Discover Ireland to boost its traffic byif ‘there was something good on.’ When asked Our research also showed that much of facilitating online conversations about goinghow she researches and books her trips she the breaks taken in Ireland were merely on holiday in Ireland.said she was a keen user of the internet and weekend breaks. With many of those surveyedparticularly liked reading reviews on websites Finally we were asked to incorporate ‘The indicating that they would be willing tosuch as Trip Advisor. Gathering’ into the campaign. There was a consider Ireland as a first choice for a high level of awareness of ‘The Gathering’, holiday destination we identified a very real however many were unsure of its exactEmpty Nester opportunity here to grow the market with content. Focus group feedback uncovered someThe last participant represented the empty existing clientele. Quite simply, we need to cynical attitudes towards the event. Manynesters target group. He liked the convenience encourage those who take short breaks to take expressed concern about how authentic theof holidaying in Ireland as he ‘didn’t like all the longer breaks. event was. A significant number stated theyhassle of airports and planes.’ Himself and his Our research also uncovered behavioural were not interested in getting involved in it,wife like to take shorts breaks at home with patterns that surfaced when booking or however refreshingly many stated they wouldfriends from the local GAA club. However his planning a holiday. All of the data collected be willing to get on board if they thought itwife insists on their main holiday always being from our research indicates that Irish people would potentially be ‘good craic’.“at least 2 weeks abroad”. When asked why are extremely tech savvy. The Internet isthis was the case he replied, “Because it’s a hugely important tool in terms of planningproper holiday when you go abroad”10
  10. 10. This led us to our final conclusion: Irish peoplecan be acutely pessimistic about ourselves andour ability to organise big events, howeverwhen these events are up and running we aremore than willing to get on board! 11
  11. 11. Chapter 4: Secondary Irish economy, the last few years have seen a Online radical alteration in the Irish tourism sector.Research Since 2007 the structure of the Irish economy Ireland is a tech savvy society. According to the World Internet Stats, there were 3,122,358The purpose of the secondary research was to has changed dramatically. The major drivers Internet users in Ireland (representing 66.8%gather and evaluate existing information on of growth since 2002, namely construction, of the population) in mid-year 2012 (Internetthe Irish tourism sector. The past several years financial services and the retail sector, have World Stats, October 2012). According tohas seen significant changes in holidaying slowed and the Irish economy now faces Comreg, home is listed as being the primaryhabits and spending patterns, our research a very challenging future. In this much- point of Internet use (95%), while 22% sayallowed us to gain a better understanding of altered economic environment, attention is that they access the Internet from the market is coping in difficult economic increasingly focused on indigenous sectors (ComReg, 2010). Social Media is heavily usedconditions. A variety of sources were used in such as Agri-Food and Tourism. But despite in Ireland, as of 2012, 50% of the populationorder to build a fuller picture of the industry’s all this market turmoil, the Irish tourism had at least a Facebook account (Irelandcurrent condition. and hospitality industry currently employs Facebook Statistics, 2012). The Tourism sector approximately 180,000 people and generatesObjectives: is also quite tech savvy with ‘Tourism Ireland’ an estimated €5 billion a year in revenue from reaching 1 million Facebook ‘Likes’ in 2012,1. o develop an understanding of the current T home and abroad – equivalent to over 3% of making it the third most popular Tourism market conditions GDP or almost 4% of GNP (Dttas, 2012). Board in the world after Australia ad Spain.2. o understand current and developing T (Irish Independent, 2012) Consumer Sentiment trends in the market. 2012 has been a reasonably good year for Irish3. ain insights into attitudes towards ‘The G consumer sentiment according to the ESRI. Market Demand Gathering’ After years of sharp dips, sentiment is up and holding, although concerns and nervousness After years of instability and restructuring, still abound. In July of this year the index was there was an overall return, albeit minor, toThe Market at its highest level in 2 years before falling growth within the Irish tourism industry in back slightly in September as the December 2011 (Tourism Ireland, 2011). However theTourism is an extremely important sector in national budget comes into sight. It would recovery in many key areas of the marketthe Irish economy. It directly and indirectly appear that in general sentiment is holding remains fragile. Euro zone uncertainty hassupports employment nationwide and is steady and people’s outlook for the Irish contributed to market slowdown and hasparticularly important in rural parts of economy has improved. This gives the market directly impacted consumer confidence levelsthe country that depend on the influx of stability, which has been lacking in previous domestically. Domestic tourism is extremelyvisitors. However like most sectors of the years. (Esri, 2012) important to the sector as according to the12
  12. 12. 2011 Fáilte Ireland Domestic Tourism Report, same sector. The positive figures for hotels are particularly affected. Indoor activities werestates that almost 9 million trips were taken on the back of massive price erosion in the last the sole segment to report any form of benefitby Irish residents in Ireland in 2011. The few years, hotels now offer top class facilities from the summer of 2012.expenditure on these trips is estimated to at very reasonable rates making it extremely 3) High business rateshave been in the region on €1.8 billion. An difficult for BB’s to compete. (Barometer, A worrying trend for businesses is that ininteresting fact which may have implications 2012) most cases rates have remained at theirfor the 2013 Gathering was the fact that visits inflated Celtic Tiger levels. High rates areby the Irish to friends/relatives accounted having a crippling effect, particularly on thefor just over 3 million trips in 2011 and Reasons for Caution small business sector who are often alreadyan expenditure of €397 million. (Domestic Although most in the industry seems to be immersed in severe price point competition asTourism, 2011) cautiously optimistic in their outlook for 2013, well as facing steadily high energy costs. there are some extraneous circumstances, 4) Low-priced competition. which may derail even the most optimisticBusiness During tough economic times many growth forecasts. The 2012 Fáilte Ireland businesses resort to competing on price toIn a 2012 report produced by Fáilte Ireland Barometer Report (Barometer, 2012) win or maintain custom. This is a particular(Barometer, 2012) it is revealed that although highlighted the following concerning factors: concern for those operating in the paidthe country has been through a difficult 1) Rising Fuel and energy costs service accommodation sector, which haveand prolonged recessionary period there are This continues to be the most pressing issue faced underpriced competition from smallerreasons to be cheerful regarding our outlook. within the industry contributing to higher operations such as BB’s guesthouses andIt reports that at present business confidence overheads, which increases cost of doing also NAMA operated hotels. However theseis now at a level last witnessed in 2007. business. concerns would appear to be less prevalent asRoughly 41% of respondents in the paid there has been a decrease in the numbers citing 2) Ireland’s weather it as a significant issue, falling from 77% inservice accommodation sector expected 2012 The unpredictability of the Irish weather April to 62% be more profitable than last year, within is always an unknown factor for operatorsthe same sector 41% of respondents reported within the Irish tourism industry. The summeran increase in the domestic market year to of 2012 was a wash out which the reportdate. However this upturn does not appear details had an adverse effect on growth figuresto be even across all areas of the sector. For for the domestic market which had initially The Gatheringexample, while 51% of hotels have reported been forecast as being positive. Outdoorincreased domestic visitor numbers almost The Gathering is a marketing initiative by activities such as golfing and camping were60% of BB’s have noted decreases within the the Irish government designed to boost 13
  13. 13. tourism in this country by tapping into the public eye have since vociferously attacked Conclusionnation’s Diaspora that are spread around ‘The Gathering’ as a blatant attempt to profit After years of turmoil and uncertainty itthe world. It is estimated that as many as from our emigrants. However criticism of appears that the Irish tourism sector hasseventy million people around the globe claim large-scale events is nothing new to us. In stabilised to a certain extent. However figuressome kind of Irish heritage and so the hope 2006 news media was full of articles slamming show that the market is unbalanced in itsis to take advantage of this and get people to Ireland’s hosting of the Ryder Cup at the K recovery and there is continued uncertainty.visit Ireland in 2013. It is estimated that the Club in Kildare. Prior to the event Kathy Consumer sentiment is also very fragilesuccess of the event will create an additional Sheridan of The Irish Times wrote that the and as a result individuals are very cautious350,000 visitors here during the year. (The event represented “shameless hype, greed, about how they spend their money. There isGathering, 2012) The event itself, described as gaudiness and over-the-top security” (The a demand however and consumers are still‘the peoples party”, will officially commence Irish Times, 2006). Other journalists said choosing, in large numbers, to take domesticwith a New Years Eve festival in Dublin and it was “a thoroughly uninspiring, comically breaks. Irish consumers in 2012 are alsowill continue throughout the year with a series overpriced, Americanised resort course” (The extremely tech savvy and regularly takeof locally organised smaller scale events such Irish Times Opinion, 2006). In 2003 The advantage of group deal websites and otheras family gathering and reunions as well as Special Olympics also attracted its fair share of social media/online offers that offer discounts..integrating with some larger national events criticism. The UK press also heavily criticizessuch as the St Patrick’s Day festival. large-scale events. This year in London there Accommodation has been very severely was massive criticism of the handling of the affected by the market fluctuations, with”Communities throughout Ireland will security at the Olympic games (The Guardian, many hotels going into receivership. Businessshowcase and share the very best of Irish 2012). However in the end, despite all the rates, rising fuel costs and poor weatherculture, tradition, business, sport, fighting criticism, theses events were considered to be put a continuous strain on business. Butspirit and the uniquely Irish sense of fun” (The massive successes. This leaves us to ponder if despite these rising costs consumers are nowGathering, 2012) there is an acute cynical side to the Irish (and demanding more value for their money and to a less extent British) psyche. as such many hotels have had to engage in aggressive pricing policies that may proveCriticism of The Gathering unsustainable in the long term, howeverSince the idea has first been floated ‘The even though business is though, there is stillGathering’ has attracted it fair share of business taking place.critics. One of more notable of these has been Our research on ‘The Gathering’ has unveiledveteran Irish actor Gabriel Byrne, who has a polarisation of thought. Some commentatorsbranded the event “a scam” (Understanding view the whole idea as being a cheap cynicalthe Gathering, 2012). Other figures in the14
  14. 14. effort that is ultimately a waste of time whileothers see it as an opportunity. Howeverprevious large-scale events such as 2012Olympic games, The Ryder Cup in 2006 orthe 2003 Special Olympics, attracted andovercame similar criticism. It is our opinionthat in the future, in spite of a torrid andcontroversial slow start, “The Gathering” willultimately be viewed as a success in the eyes ofthe public. 15
  15. 15. Chapter 5: Bringing Life to One of the keys to the success of “the fun ‘Having fun together’ was a key motivator for starts here” was not to focus directly on price Irish people when deciding whether to takeResearch - The Formation of and value for money but rather to place more breaks and holidays at home (Unravel Travel,The Creative Brief of an emphasis on Ireland as a destination 2010). Armed with this insightful knowledge replete with positive, fun experiences. we want to lever the sentiments of ‘TheHaving accumulated an abundance of Gathering’ and use it to position Ireland as aresourceful data in terms of primary and We have now arrived at a point where ‘The fun, dynamic exciting and enriching holidaysecondary research the challenge for our fun starts here’ campaign has reached wear destination. We hope to reinforce the existingagency was to draw unique insights and form out. So what happens when the fun reaches an perceptions of Ireland as a destination thatthem into a clear and workable brief for our end? We believe that there is no reason for this is both convenient and fun. Our aim is tocreative team. For our agency to conceive of a to happen but rather focus on building on the establish Ireland as the number one holidaynew innovative campaign for Discover Ireland successes of the past, to improve and enhance destination for Irish people in was important for us to give due diligence to them for the future.what has come before. It is our agency’s intention to use the The insights from our research showed that popularity of ‘The fun starts here’ campaign“The Fun starts here” campaign launched in Irish holidaymakers love Ireland but there was and build on it into 2013. The key element2010, proved to be a huge success for Discover a widespread feeling that things had become a of our campaign is to extend the notion ofIreland as it was a different take on the little boring. Worryingly we found that Irish fun and develop it to evoke feelings of joyoustraditional touristic image of Ireland. Research people did not view holidaying at home in the excitement. We want people to be excitedcarried out by Fáilte Ireland at the time same light as a foreign holiday. The general and energized at the prospect of holidaying atpointed to the fact that their vision of tourism feeling was that for some reason a domestic home.campaigns, needed to be radically overhauled holiday was a lesser holiday.(Marketing, 2010). The clichéd mental images We believe that it is the ultimate role of theof an Ireland of rolling lush green hills, comely We uncovered significant changes in people’s organization to make Irish people excitedmaidens dancing at the crossroads wearing general attitudes to holidays and where they about holidaying at home.Aran knitted jumpers with a background of fitted into their lives. Because of ongoingCeile music was something that no longer held recession and economic depression, holidayscurrency with the majority of Irish people and for Irish people had moved from being acertainly did not encourage them to holiday at reward or a treat to more of a need forhome. escapism, to get a break from the norm and have some fun.16
  16. 16. Chapter 6: The CreativeBrief, in briefObjective:To establish Ireland as the number one holidaydestination for Irish people in 2013.Brand = Discover IrelandProduct = Holidays in IrelandConsumer Insight:Irish people need fun now more than ever.Product Truth:Because of The Gathering, the whole countrywill become more active and alive in 2013.Consumer Benefit:You will be energized – physically andemotionally.Brand Proposition:Discover Ireland will excite people aboutgoing on holiday in Ireland. 17
  17. 17. Chapter 7: Big Idea That is what HUMAN are going to The Line: Where Else Would You Be? demonstrate with our creative work. AllThe creative team at HUMAN worked off Where Else Would You Be? This line expresses the work reflects this burst of energy inthree key insights : a sentiment that is uniquely Irish. Ireland, this burst of enthusiasm and positive(1) reland will be more alive than ever as I atmosphere. We are going to excite people It taps into the vernacular of an everyday a result of this new injection of life The about what Ireland has to offer from the idiom and says more on a subconscious level Gathering will bring. We will be the centre familiar to the unexpected. The creative will beyond the words themselves. of the world next year. endeavour to change perception of cliché’s existing about Irish tourism and holidaying It is simple but not simplistic and draws(2) rish people love having fun together and I here. We also aim to uplift Irish people’s spirits on a wonderful serendipity with the great wouldn’t want to feel like they’ve missed out. and display a new confidence in our country. awareness and exposure of ‘The Gathering’. The implication is: everyone is coming here(3) e need to radically overhaul the cliché W Through our digital strategy we will allow and Ireland will be bursting with life, so why vision of tourism in Ireland. Discover Ireland to facilitate and encourage would you go anywhere else? conversation, sharing and interaction. Building“ reland 2013, I on and highlighting the new energy of the It will resonate with people across all Bursting to Life.” country. Discover Ireland will enhance demographics and locations. It is a simple, people’s holiday experience in Ireland. Always invitational expression of the idea ofIn 2013 Ireland is that one place you really holidaying in Ireland in 2013. It doesn’t looking to be informative, useful and toneed to be. It is the one place that everyone patronise or command the audience, rather, engage people while showcasing Ireland in awill be and want to be. Old faces coming it allows them to participate in an imagined fresh way. This campaign will ask people tohome, making new friends and having new community of knowingness that our radio ads look closer at Ireland, to see all it in a newand shared experiences. Everyone is coming will convey. light and to consider it as their first choice forhere to be a part of and share something a holiday in 2013. Our hashtag, #WeAreHere2013, works asspecial, something unique, something fun.There will be a new energy injected into Ireland is Bursting to Life, Where Else Would a response to this question and through itthis country, a new life, a new beat, a new You Be? we can create a dialogue between Discoveratmosphere of euphoria and excitement. Ireland, the Irish people and the tourism industry. People can generate buzz aroundThe country is simmering at the moment, particular events and happenings using thegetting ready for what’s to come. Next #WeAreHere2013 tag on social media.year Ireland will be the centre of the world.In 2013, more than ever, Ireland, will be“Bursting to Life”18
  18. 18. Chapter 8: Creative The animatic was created with line drawings, it emphasises the feeling that there is so much using splashes of colour to emphasise some of to do on your doorstep and it is all happeningExecutions: the more magical and exciting imagery. This now! The music is similarly energised, ad will be filmed in live action with special reflecting a new surge of excitement in IrelandTelevision effects used to bring some of the spectacular in 2013.In our TV advert, we will show that Ireland images to life. People will feel that they don’t want to missis quite literally, bursting to life. The horses The energised, fantastical world we create will out and there is nowhere else they wouldbursting from the sand on a beautiful beach, re-enforce the feeling that 2013 is truly unique rather be. With Ireland bursting to life inthe festival erupting from the ground, the and something special is happening. This 2013 we are going to ask the question ‘Wherebeautiful cliffs emerging from the sea. The type of epic ad will have a powerful visual Else Would You Be?’ This line will be presentadvert follows a range of Irish people as they and emotional impact on the viewer. While through all communications.go on an extraordinary journey of what the viewer is still digesting one image, theyIreland has to offer. will quickly see another. By putting all this exciting imagery so closely packed together, Full TV storyboard and script in Appendices 19
  19. 19. RadioWith our radio ads we wanted to convey theessence of our television ad through sound.The main brand ad is made up of severalvoices backed by sound effects, telling theaudience of the various unusual happeningsIreland has to offer.We also made two examples of event specificads, versions of which can be deployed at anypoint throughout the year to draw attentionto the many different things going on aroundthe country. The radio is underscored by thecampaign song, to create an aural tie-in withthe television commercial.We have one main brand ad, giving you ataste of what you can experience on holiday inIreland. We also have two examples of eventspecific ads that can be made to tie in with anyof the many happenings throughout the year. Full radio scripts in Appendices + recordings supplied on disc20
  20. 20. Outdoor Press space, sharing content, photographs, and Through the use of the augmented reality joining the conversation on Instagram, and function we are not just showing people aBillboards: there is a call to action to download the side of Ireland they haven’t seen we are tellingBillboards are first and foremost a Discover Ireland app. them exactly where they go discover it forcontinuation of the “Where Else Would themselves, and directly connecting them withYou Be” campaign overall, representing Outdoor and Augmented Reality: the means to arrange going additional touch-point for consumers Another important element of the outdoorto engage with the brand message, and the materials is augmented reality, which will be Transport take-overscampaign, along with TV, radio, online et al. achieved through the Discover Ireland app. Transport takeovers were obviously a This will not only provide added value to natural part of our campaign. Firstly, due toTherefore, the first task of the billboards is to consumers, it will also provide consumers with preferential visibility, as for example busesremain consistent in communicating the sense an additional incentive to download the app, will be moving across multiple locationsof energy that is in Ireland, and will be in allowing the outdoor to pull consumers across several times a day, and therefore have aIreland in 2013, that Ireland, more than ever multiple brand touch points, and therefore larger potential catchment area of viewers.will be bursting to life. encourage further engagement with the Where Additionally, since people intend on boardingIn line with that, the billboards and outdoor Else Would You Be campaign, and Discover the bus, they will be particularly looking outmaterials are a bold eye-catching design, Ireland to see it, and therefore more likely to take it inand high saturation colours that will take than a billboard. The sale-ability via the augmented realityconsumers out of their everyday activities, function, through selecting some of the Secondly, because transport take-oversand make them stop and notice. The special images from the poster for further details lend themselves intrinsically to any travelbuild billboards in particular, are intended to on where to find them, also represents great campaign, as they are themselves mediums ofaccentuate these features, with the characters potential for Discover Ireland’s affiliates, for transport themselves, and people are alreadyliterally bursting right off the edge of the example, a consumer can go from seeing the more likely to be in the mind-set of travelling,billboards advert, to downloading the app, engaging perhaps thinking about where else they couldThe posters themselves continue the showing with the augmented reality function, utilising be going, instead of to work for example.people the side of Ireland they know and love, the embedded searching functionality, and This is particularly with a view to a domesticlike the golfer but also the parts of Ireland they purchasing a hotel stay, or a round of golf, campaign, where planes are not involved.may not be familiar with, the wonderful and in the space of two minutes without havingunexpected like the Air show, demonstrating moved a step.the variety of activities found in Ireland.The hashtag is present, encouraging consumersto engage with Discover Ireland in a digital 21
  22. 22. Targeted outdoor:Any campaign for Discover Ireland hasto be flexible enough to be able to fit any.Outdoor campaigns are one of the ways thatDiscover Ireland can promote the manyindividual specialised and local events andattractions that occur throughout the year allover Ireland, without incurring significantlyincreased costs, and reaching a large audienceof unnecessary consumers, such as thosealready living in the area, as one would withtelevision, and to a lesser extent radio. 23
  23. 23. Press:The intention with the press ads is to againmake a bold impact and catch their eye, andthe press ads will also have the previouslydiscussed augmented reality function. Enablingaugmented reality functions in press will alsogive an even greater yield, as consumers aremore likely in a better position to spend longerengaging with the functionality. Press advertswill be targeted to maximise both reach, andimpact, with advertisements for individualevents appeared in selected press.24
  24. 24. Digital Instagram has rapidly become one of the Combining ambient with digital crowds willWhat have people always done whenever they largest social networks in the world. Our have the opportunity to place themselves rightgo on holidays? Take photos. What do they campaign will make it so when Irish people inside the content, where they will be abledo when they get home? Show friends and think of Instagram and geo-tagging they to interact with the things that are going onfamily their holiday snaps, boast about the will think of Discover Ireland and great in Ireland as it is now more alive than times they had and share stories about Irish holiday memories! We want the whole This will act as an organic cross betweentheir experiences. What if we could do this in map of the country to burst full of life with an art installation and advertising. With livea more fun, easy and engaging way? What if people’s photos leaving digital footprints ALL streaming from each location to the Discoverwe could browse through uploaded photos like OVER IRELAND. It’s fresh, it’s exciting, it’s Ireland website as well as Facebook page,a catalogue of inspirational holiday memories personal, it’s a new way to Discover Ireland. family and friends will be able to share theirthat are all based right here in Ireland! Well… Where Else Would You Be? experience around the world.we can. The platform is already here. All we We will be using Junaio to bring our outdoor This ambient idea ties in with the line “whereneed to do is tap into it. It’s called ‘Instagram’. and press executions to life. Junaio is an else would you be” and #WeAreHere2013 asOur creative team will position Discover augmented reality software which we will be it shows people having a great time at theseIreland at the forefront of two digital trends, used to build the Discover Ireland app. We locations - using digital and ambient in ataking photos on your mobile and geo- will use this software to literally bring our clever, relevant and fun waytagging them. Discover Ireland is perfect for campaign to life! Junaio has object recognitionencouraging this documentation of holiday ability, so if you were to scan a street withideas and their geo-locations. We will do this your smart phone, information would popby engaging with people through ‘Instagram’ up on your screen giving you tips about yourand encouraging them to take photos and geo- surroundings. We want to do this with Ireland!tag them with our hashtag: #WeAreHere2013. We have integrated our app with the artworkOnce the user takes a photo using instagram on our outdoor campaign, so if you were tothey simply hashtag the photo with scan one of our newspaper advertisements#WeAreHere2013, they allow the photo to the advert would come to life and give youread its current location and the photo is then all sorts of tips on what is in the advert. Forautomatically uploaded to the users Instagram, example, if you scanned an image of one ofTwitter and Facebook feed as well as Discover our ads that had an image of a golfer in it, Full digital journey storyboard in AppendicesIrelands Instagram feed and map. It will also the golfer would come to life and give youappear on Discover Ireland’s Facebook and information about golfing options in Ireland.Twitter. 25
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  26. 26. Chapter 9: Media Strategy Timings Media Mix   Our research shows that summer holiday planning begins a couple of months beforeThe media objectives of the ‘Where Else the kids break from school, whilst longWould You Be?’ campaign are: weekends are planned with shorter notice. Timely media planning during the holiday1. To create excitement about Ireland in 2013 ‘dream phase’ and ‘planning phase’ is crucial2. o showcase Ireland as an appealing and T to this 2013 campaign. interesting holiday option Media Mix3. To remind and prompt action. In 2013, we will reignite the excitement ofTo answer these objectives the media plan going on holiday in Ireland. Our overarchingoffers three strategic solutions: concept – bursting to life – is a bold new representation of what Ireland has to offer.1. n impactful New Year event launch to A capture the buzz of ‘The Gathering’ and Ireland is for everyone. However, there are establish Ireland as the place to be in 2013 four key target markets as identified by Fáilte Ireland: young singles; young families;2. elevant and timely bursts of above the line R older families; and empty nesters. A broad activity using a broad media mix to achieve media mix is needed to reach all four groups high coverage and frequency effectively.3. strong digital focus to drive digital A With this new creative direction and multiple engagement with owned assets under the target markets, a mix of above the line and Discover Ireland brand. below the line media channels will combine to give high coverage and frequency. At the same time, we will deliver cost efficient media spend.TimingsKey: MT = Mid-term; WK = Weekend Festival; BH = Bank Holiday; EM = Easter Monday; NYE = New Year’s Eve; SH = School Summer Break. 27
  27. 27. TV Rationale and Strategy 68% 3+ coverage of the 25-44 audience with As the music is such a strong feature of the an average frequency of 30. advert, we expect that there will be highFáilte Ireland’s previous TV campaign ‘The interest in both the track and the artist, similarFun Starts Here’ reached huge levels of The launch campaign will begin in early to both the previous ‘The Fun Starts Here’ andrecognition and awareness. In fact it was January 2013 to capture the buzz and ‘Right Here Right Now’ campaigns. Giventhe highest campaign recall ever measured momentum generated by ‘The Gathering’ that 60% of people search for an ad onlinewith BA tracking (IAPI). People are now New Year’s Eve public event. TV buying for and 22% share ads online (Thinkbox), wevery familiar and comfortable with scenic January is highly economical and the increased would recommend that the full 90 secondimages of the Irish landscape. ‘Where Else frequency will serve to give this new direction advert is uploaded to the Discover IrelandWould You Be?’ presents Fáilte Ireland with memorability and talkability. A limited YouTube channel and optimised for opportunity to reignite the excitement of number of tactical spots will be bought during This will further increase campaign coverage.going on holiday in Ireland. As a mass media the first week of January (e.g. first Late Latechannel, TV has an important role to establish show of 2013) to showcase the 60 second 81% of Irish internet users watch TV onlinethis new creative direction and communicate advert. (Mediascope). With almost half a millionthe ‘Where Else Would You Be?’ campaign. unique users streaming online TV content Reminder bursts will follow in late February,The vibrant colours and attention-grabbing (RTE), the media strategy also uses RTÉ April and May to place destination Irelandvisuals of the advert will drive impact, iplayer pre-rolls on selected TV shows and front of mind for those planning Easter andwhilst the music – always a key feature of films popular with young singles, a target summer holidays. Each burst will carry 450Discover Ireland adverts – will create a strong group reached with less cost efficiency through TVR’s over three weeks, 70% peak time, withemotional connection. traditional TV buys. This will require a the weekly strike front-weighted: 200 TVR’s in slightly adapted creative treatment to featureTV also has the added advantage of being weeks one, 150 in week two and 100 in week the ‘Where Else Would You Be?’ branding inhighly visible and is considered a heavyweight three. To maximise the impact, the 60 second the initial frames to encourage recognitionby tourism businesses who are key creative will also be weighted towards the even if the advert itself is then skipped.stakeholders for Fáilte Ireland. start of each burst: 70:30 in week one; 50:50 Although slightly more expensive, the iplayer in week two; and 20:80 in week three. After aTo be as effective as possible and to minimise buy will be targeted with a focus on travel week-on-week-off drip throughout June, twowastage, an audience buy of all adults 25- and lifestyle programmes. The adverts will be shorter reminder bursts of two weeks in length44 will target parents of young and older delivered on the island of Ireland only. will increase frequency at the end of July andfamilies, with a spill over to empty nesters. end of September, in line with the August bankThis audience totals 1,353,000 (RTE universe holiday and October mid-term break decision-figures). With 2,700 TVRs throughout the making periods.year, we will deliver 90% unique coverage and28
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  29. 29. Cinema Rationale and Strategy The advert will be shown in a maximum of 444 screens nationwide, approximately halfAs the ultimate audio visual medium, we of the screens are located in the five mainbelieve that cinema is the perfect showcase cities of Dublin, Galway, Limerick, Cork andfor the full 90 second creative treatment. Waterford. Whilst delivering 42% coverageThe intensity of the location, the loud sound for the young singles target group, cinema willand vibrant colours on the large screen will also reach families. 46% of 7-14 year olds goinspire and excite. Cinema is the number one to the cinema every month and 81% go withmedium for impact and recall and therefore is their parents (Carlton Screen Advertising).an important part of the media mix. Cinema Hotly tipped blockbusters ‘Monsters Inc’go-ers are a highly involved audience, already and ‘Postman Pat’ are due to open duringin the frame of mind of escaping hectic daily the package periods in January and Maylife and in de-stress mode. Furthermore, 96% respectively, allowing Discover Ireland to alsoof cinema go-ers visit with someone else. With communicate to parents and children enjoyingan average group size of 3 (CSA / Nielsen EDI leisure time as a family unit./ Fame Ireland), the cinema places DiscoverIreland at the heart of a social group of The cinema advertising will be supported byfriends. in-foyer 6 sheets which have an average of 20 minutes exposure time, giving a furtherCinema will be used at two key periods opportunity to engage with the campaign. Thethroughout the year. Firstly in January posters will prompt visitors to use the Discoverfollowing on from the momentum of the New Ireland augmented reality app, bringing theYear’s launch of ‘The Gathering’ in order poster to seed the ‘Where Else Would You Be?’advert. The later activity will be in May whensummer holidays are actively being planned.30
  30. 30. Radio Rationale and Strategy Given the high percentage of listeners loyal to a particular station or show, it was essentialIreland is a nation of avid radio listeners with that a variety of stations are included in the85% of the population over 15 tuning in daily station mix. Although the most popular shows(JNLR/MRBI) for an average of 201 minutes are found on national stations, with a 52.4%(JNLR 2012). With the right station mix, share of listening, regional stations (localradio has the ability to deliver high coverage and urban) are key to building high coverageand high frequency across all target groups. across all demographics. The station mix andIn addition, exposure to radio boosts brand selected packages work together to maximisebrowsing by 52% (RAB UK 2010), further cost efficiency and achieve blanket coverage ofdriving online engagement with Discover the four key target groups.Ireland. Multiple 30-second creative treatments willFor many, radio is an ever-present friend, include occasion specific adverts targetingwith a genuine connection existing between different events and audiences. The wholelisteners and the radio. The ‘Where Else campaign will deliver a 1+ coverage of 90%Would You Be?’ radio scripts draw on this with an average frequency of 50.5 throughoutpersonal experience, evoking the imagination the year.and the emotion of being on holiday. Inorder to achieve high recall and transfer thepowerful visual effect of the TV campaign, thesame music, voice over and end line ‘WhereElse Would You Be?’ will be used.* FM104, Q102, LMFM, Cork 96, C103, Beat 103, Limerick Live, Galway Bay FM**Cork Red, Clare Fm, East Cost FM, Highland Radio, Radio Kerry, KFM, KCLR 96FM, Midland 103, MWR, Ocean FM, South East Radio, Shannonside FM, Northern Sound,Tipp FM, WLR FM  31
  31. 31. Out of Home Rationale and Strategy The 6 sheets with the call-to-action for the full app experience will particularly resonateUsed creatively, out of home media is a strong with and intrigue young singles that are oncommunications platform. The ‘Where Else the lookout for adventure, excitement andWould You Be?’ outdoor treatments work fun whilst on holiday. This target grouphard to attract attention and will deliver an have their phones in pocket or in hand andinstant impact. are in tune with digital trends. AlthoughBy choosing commuter based packages, not a completely unfamiliar use of mobileDiscover Ireland will target the main technology, augmented reality still has apopulation centre of Dublin and communicate novelty factor and will generate onlinewith audiences at the beginning and end interaction and conversation about the brandof their working day. The special build 48 and holidays in Ireland.sheets and bus wraps will make a dramaticstatement whilst the 6 sheets serve to remindaudiences at a key time of the year whenmany people are investigating holiday breaks.This combination of 6 sheets, 48 sheets andbus wraps will attract new audiences to theexciting possibilities of holidaying in Ireland.Visitors to Dublin can also be inspired by theattractions Dublin has to offer and get addedvalue from Discover Ireland by downloadingthe app.32
  32. 32. Press Rational and Strategy This seamless transition from offline interest to online investigation takes place regardless ofDespite a decreasing readership, 2.89 million age or gender or social class.Irish people still regularly read a newspaper(JNRS). The ‘Where Else Would You Be?’ We believe there is also an opportunity forcreative commands attention and interest. tourism businesses to get on board with theWhilst communicating an immediate visual campaign as a whole and by using their ownmessage, the augmented reality device will images with the hashtag. For this reason, wedeliver information rich details to anyone have also included some trade press in thewith a smartphone. Four key weeks have been media spend. Take up from business will onlyselected to deliver big impact despite the low increase the campaign’s impact and onlinefrequency. This will trigger online browsing interaction.and highlight the rich diversity of excitingtourist attractions in Ireland. Targetingthrough title and section gives a bias to anolder age group, increasing empty nestersexposure to the 2013 campaign.Press advertising is a proven valuable partnerfor a digital campaign, acting as a catalyst forsearch and driving high search volumes. Forall four target groups, search is the first stopfor researching and planning their holidays. 33
  33. 33. Digital Rational and Strategy creative thought, the homepage take overs and For all four target groups, search is the first rich media displays will grab attention and stop for holiday research. The media mixA meaningful and interactive online presence stand out on popular websites, such as the works together to drive search. There will beis a key part of the 2013 campaign. The, and Entertainment. a continuous presence throughout the yearinternet is cited as important to 76% Irish ie. The digital plan will simultaneously drive on target sites and networks using rich mediapeople when making holiday purchase online engagement with the campaign through display advertising as well as in a targeteddecisions (IAB). Furthermore, 88% Irish the YouTube interactive game, the hashtag and Google adwords and contextual campaign.internet users research online and purchase the augmented reality app. The ‘Guess Where’offline (IAB), a fact backed up by our primary The ambient augmented reality experience Youtube and social media games promotesand secondary research, which showed this to will go on a nationwide roadshow, being set interactivity and sharing to spread thebe true when booking holidays. Therefore the up in 17 shopping centres across the country campaign message further. The promotion of‘Where Else Would You Be?’ branding should between March and July. This will especially the hashtag will encourage content generationbe consistent across all owned assets, including engage families in a unique and interesting as taggers become brand ambassadors forFacebook, Twitter and YouTube as well as manner. The interactive stands bring a fun destination Ireland. The augmented reality appthe Discover Ireland website. In this way, the factor to the campaign, engaging families with is the ultimate interactive in situ search tool.above the line brand building campaign builds the excitement of being in Ireland in 2013. It Simply hold up your phone and search whatrecognition, which is reflected across all digital communicates the benefits of an Irish holiday is located around you. Whilst independent toassets. by virtually putting the holiday into their ‘The Gathering’, this particular tool can be hands.TV and online are a powerful combination, used by all tourists, whether from Ireland orup to 26% brand uplift (Thinkbox). The abroad.homepage takeovers will occur in line withbursts in TV, radio and press. In line with the34
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