| Заголовок | Barge |
| Агентство | McCann London |
| Кампания | "The Ireland of Memories": Memories not souvenirs - Tourism Ireland |
| Рекламодатель | Tourism Ireland |
| Бренд | The Island of Ireland |
| Posted | Сентябрь 2003 |
| Бизнес сектор | Пункты назначения (Страны и места) |
| философия | CREATIVE STRATEGY The creative strategy was designed to evoke 'enriching memories' that stay with the visitor forever. The openness of the people, the inspiring beauty of the place, and the easy going pace add up to a unique way of life that Ireland opens up to visitors. Ireland offers richer lasting memories not passing souvenirs. TOTAL MARKETING EXPENDITURE Under 5 million MEDIA STRATEGY The core issue for 2002 media and campaign planning has been to strike an appropriate balance between branding image goals, establishing Ireland as a key tourist destination, and response lead generation targets, delivered by phone or web, to drive sales. A sophisticated brand response approach was completed through the use of TV and consumer magazines to communicate the brand experience and drive awareness: -TV was appropriate vehicle to communicate emotional reasons to visit Ireland. Key timings (relaxing time at week-ends) and meaningful connections to specific programming (holidays, sports), were prioritised to boost the Ireland experience. -Consumer magazines (allowing continuity of messaging) provided a more personalized trigger to choose Ireland as a holiday destination and create a bond with the reader through a focus on special interest / lifestyle titles. -The use of vertical magazines (Golfing/Fishing/Trekking) brought to life the Ireland experience through specific passions and activities. This umbrella activity driving brand awareness directly fed into a more tactical media approach driving responses (enquiries / calls ) and ultimately sales. Driving responses and sales was completed through the use of TV (with Ireland partners), and national press: -In conjunction with partner ads (ferry companies, airlines), act as a call to action leading up to key holidays periods -National or regional press in the US, UK and Germany primarily acted as a response mechanism EVIDENCE OF RESULTS According to the World Travel Organisation, visitors to Ireland at an aggregate level grew by 35% more than the average for northern Europe as a whole. In addition, visitor volumes in 2002 from key northern European markets were up on 2001 by: Germany +2% Great Britain +6% France +7% The campaign was designed to evoke 'enriching memories' that stay with visitor forever. It sought to seamlessly blend the traditional appeal of fields and scenery with the more modern appeal of sophisticated cities, merging the well known virtues of the south of Ireland with the less understood attractions of the North. It establishes Ireland as a premium destination that puts you in touch with the simple fundamental pleasures of life... in touch with your 'self', by putting you in touch with the true spirit of Ireland. |
| Проблема | SUMMARY In the aftermath of 9/11, long-haul tourism to Ireland, particularly from the United States, was severely affected, having a severe effect on the health of one of Irelands major industries CAMPAIGN OBJECTIVES Given the severe drop in tourism from the US, the focus was the three core northern European markets of Great Britain, Germany and France. They needed to dramatically outperform 2001 in terms of visitors. TARGET AUDIENCE 'Balanced Materialists': Upscale travellers with significant year-round disposable income who are seeking a more rewarding and discerning holiday, one that feeds the soul and refreshes the body. They are both inward and outward travellers. |
| Тип медиа | Телевидение и кино |
| Длина | |
| Рынок | France, Germany, United Kingdom |
| Планировщик счета | Paul Simonet |
| Менеджер по рекламе | Niamh Fitzpatrick |
| Marketing Director | Niamh Fitzpatrick |
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