€3 million campaign targets greatest areas of potential at home and aims to build on recent growth in domestic holiday market
Fáilte Ireland today announced the details of their new Discover Ireland campaign for 2014 which will aim to once again persuade Irish holidaymakers to holiday at home. The campaign called #ThisIsLiving will include TV, radio and print advertising as well as a new digital focus including a Facebook app to bring your holiday “wish list” to life.
The first of a range of new TV ads will air this evening during the first ad break of the Six One News on RTE 1 and features footage from both real life holidays submitted by Discover Ireland’s Facebook fans as well as specially shot footage on location around Ireland.
You can see the first of the new TV ads which targets families in Ireland
here
The new campaign seeks to build on recent growth in holidaying at home. Last week, CSO statistics showed a welcome return to growth for the domestic market following a number of challenging years. The number of domestic holidays taken in 2013 rose by 2%, with revenues climbing 7% and the number of bed-nights increasing 10%.
Speaking today Minister of State for Tourism and Sport Michael Ring said –
“Over the last few years the tourism sector has served up improved value while maintaining great quality and this has paid dividends. Irish people have continued to holiday at home despite the challenging environment of recent years and the most recent data demonstrates that the home holiday market still has a vital part to play in Irish tourism.”
Following extensive research into exactly what Irish people want from their home breaks, the 2014 campaign will, in particular, be targeting three newly identified segments of the Irish market which promise the greatest potential for growth in the market - “connected families”, “footloose socialisers” and “indulgent romantics”.
Connected Families – put their heart into finding out everything a destination has to offer and like to have a carefully planned itinerary before they leave home. Their aim is to create shared memories with all of their family.
Footloose socialisers – like getting away with their friends on short breaks as much as they can. They are value-conscious, independent travellers, who attend cultural and sporting events or engage in pursuits such as hillwalking during their short breaks.
Indulgent romantics – consider the hotel to the most important factor in their choice of destination. They prioritise finding the perfect, romantic hub for their couples getaway, somewhere they can soak up luxury, reward themselves and be well looked after – and tell everyone on TripAdvisor about it if they’re not.
Speaking about the new focus, John Concannon from Failte Ireland said –
“These three groups make up 52% of the potential domestic market and we believe they are the most likely to take an additional holiday in Ireland this year. Our new campaign will be asking everyone to check out a break at home but will in particular be appealing to these groups.
“We will also have an increased focus this year on digital marketing. Online we will be promoting meaningful messages through an engaging content campaign via broad reaching sites and taking a smart targeting approach whether it’s on mobile, tablet or desktop”.
This year’s campaign has a soundtrack, All Works Out, the new hit single by Irish band The Riptide Movement which will front the TV and radio advertising.
Speaking about the new music, John Concannon added –
“Discover Ireland has a track record for picking tunes that ultimately become the official sounds of the summer. From the Heathers to Ham Sandwich and now the Riptide Movement, working with the best Irish talent to promote Irish breaks has always been at the heart of what we do.”
Follow us on Twitter @Fáilte_Ireland
ENDS
For further information please contact:
Alex Connolly – Head of Communications
086 7966320/01 8847884
Louise Tolerton - Press Officer
086 6086578/01 8847135
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