Better value boosts attraction of home holidays
22/02/2010
Fáilte Ireland launches brand-new advertising campaign
Fun things to do for all ages and tastes at the core of major new multi-platform marketing blitz
Fáilte Ireland, today, announced details for its brand-new advertising campaign to promote holidaying at home within the Irish market this year. The new marketing campaign is rooted in extensive consumer research and consultation with the tourism industry and will be broadcast publicly from 5 March 2010.
Value
Significantly, Fáilte Ireland research shows that the perception of Ireland as a good value destination has risen from 49% to 61% since the beginning of 2008. This important shift in perception has influenced the evolution of Fáilte Ireland’s marketing strategy. Fáilte Ireland’s Director of Market Development, John Concannon pointed out that:
“In recent years, the key themes of our advertising were convenience and the good value to be found when holidaying at home. The fact that more than six out of 10 respondents now agree that Ireland is a good-value destination reflects the recent realignment of prices and value in the tourism sector and means that the value argument, long a bugbear in the home-holiday market, is no longer such an issue.
“No longer having to deal with ‘why not’ factors such as price and value, this year we are freer to stress the ‘why and what to’ reasons for taking a break at home – the variety of things to do and see.“
Fun and variety
Fáilte Ireland's research emphasizes that the need to ‘have fun together’ is a key motivator for Irish people when deciding whether to take breaks and holidays at home. As John Concannon explains:
“Our detailed research is telling us that people want to escape the current doom and gloom. They want to get away from the daily diet of bad news and reconnect with their friends, family and partners. In many ways, they want to get lost for a while in something or somewhere that will engage them physically or mentally.”
The new campaign will emphasise fun and activity using a broader mix of channels and technology to maximise the reach and impact of its core messages. The campaign will include:
- a new television advertisement (90, 60 & 30 second edits);
- radio and cinema advertising;
- print and online marketing;
- an enhanced Discover Ireland website.
This campaign aims to position Ireland as a fun, exciting, enriching holiday destination and reinforce the existing perceptions of a destination that is both convenient and good value for money.
The broadcast advertising will be accompanied by a powerful track from up-and-coming young band The Heathers (see editor’s note below).
Advertising activity will be complemented by a major initiative around special offers. This initiative will highlight special offers from the industry via national and regional press inserts, a significantly enhanced home-holidays website discoverireland.ie (used in the planning of 36% of holidays last year), and a multi-media special offers campaign.
Home-holiday market
Discussing the prospects for 2010 and the variety and value in the home-holiday market, Mr. Concannon highlighted a number of key findings from Fáilte Ireland’s research, including:
- 61% of Irish people are planning an Irish short break during 2010;
- Irish holiday makers are planning more domestic short breaks in 2010 (with 5% more people currently planning Irish breaks in 2010 compared with 2009) but the number of foreign holidays taken are likely to remain static at best;
- 81% of people agree that Ireland has a lot to offer as a short break holiday destination;
- 61% of people agree that Ireland offers great value holiday breaks – rising to 68% of those who were aware last year’s Discover Ireland special offers campaign;
- 93% of those who holidayed in Ireland are very satisfied with the quality and service experienced during their Irish breaks.
The home-holiday market is extremely important to sustaining the tourism sector and can generate up to €1 billion in a given year. The domestic market now accounts for 65% of business in the intensely competitive hotel sector.
Home holidays are likely to play an even more key role this year as the tourism industry recovers from the steep declines of 2009 when difficult trading conditions internationally led to a sharp fall in visitors from key overseas markets, most notably Britain and the United States. Indeed, the number of overseas visitors travelling to Ireland fell by 12% last year, with significantly steeper declines in holiday makers and revenue. Nevertheless, in the same period, almost three in every five Irish adults took a holiday in Ireland amounting to 4 million holiday trips.
Looking ahead, Mr Concannon emphasised:
“Our research is indicating that more Irish people are considering staying at home this year – providing greater potential for the home-holiday market.
“This presents a great opportunity for Fáilte Ireland and the tourism industry to tap into that potential. There is no guarantee that those who stay at home will holiday at home and it is up to ourselves and the industry to provide the necessary incentives.
“We are confident that our new marketing campaign will successfully showcase all that Ireland has to offer and provide the necessary incentives to prompt more and more people to enjoy a break in Ireland this year. There are a lot of things going on out there and, contrary to the prevailing gloom, fun and value have not gone away – indeed, they can be found on our doorstep. We intend to reinforce that point relentlessly this year. ”
ENDS
For further information please contact:
Alex Connolly
Head of Communications
086 796-6320/01 884-7884
Louise Tolerton
Press Officer
086 608-6578/01 884-7135
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