| €3m marketing plan for Mid-West |
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| Written by Staff Reporter | |
| Thursday, 28 February 2008 | |
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Shannon Airport and regional tourism bodies have welcomed the launch of a special €3 million Overseas Marketing Plan for Shannon Airport’s catchment area in the post-Open Skies era.
Airport Director, Martin Moroney, said that the marketing initiative represents a significant investment by Tourism Ireland in a key segment of Shannon’s passenger market—inbound US visitors. The new campaign ‘Discover Ireland’s Wonderful West’ will highlight the many attractions of the Western regions from Kerry to Donegal, including ease of direct access from many gateway cities, the good value fares and inclusive packages available, as well as showcasing a range of compelling offers from local industry. Advertising, direct marketing, eMarketing, lifestyle and media promotions, publicity and co-operative activity with carriers, tour operators and industry partners will all form part of the campaign, which is an extra on to Tourism Ireland’s core overseas marketing programme for 2008. €2.4m will be spent in the US and will capitalise on the direct services to Shannon this year by four major carriers from six important gateways. “While direct transatlantic access into Shannon Airport will be reduced in peak season this year, there is still a considerable capacity of 6,700 seats per week to target,” a Tourism Ireland spokesperson said. The other main focus of the marketing programme will be Great Britain with a spend of €600,000 and it will also target business tourism—a highly valuable segment which can deliver high-spending visitors year round. Speaking at the launch in Limerick last week, Paul O’Toole, Chief Executive of Tourism Ireland, said that its “success will rely on continued collaboration and total commitment from everyone involved. We need as many tourism enterprises as possible on board, participating in co-operative campaigns, to highlight the attractive offers available in the Shannon Airport catchment area”.
Mr Moroney said that the entire region is working together “to stimulate and promote a strong identity in the US”. “We are confident that airlines will respond accordingly. In this regard we particularly welcome the decision to allocate 80% of the plan’s funding to the US marketplace. We also welcome the plan to allocate funding to the U.K., which is also a huge market on our doorstep and one that has not been fully exploited to date,” he added. |
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