Fáilte Ireland has launched a new Discover Ireland campaign for 2014 which will aim to once again persuade Irish holidaymakers to holiday at home. The campaign called #ThisIsLiving includes 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 range of new TV ads are now on air and you can watch them on our YoutTube channel, FáilteIrelandTV
The new campaign seeks to build on recent growth in holidaying at home. 2013 saw the number of domestic trips grow by 2% with the number of holiday nights growing by 10%.
Following extensive research into exactly what Irish people want from their home breaks, the 2014 campaign targets in particular, three newly identified segments of the Irish market which promise the greatest potential for growth: “connected families”, “footloose socialisers” and “indulgent romantics”.
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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.
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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.
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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.
Click here to find out more about domestic market segments.
Speaking about the new focus for domestic marketing, 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”.
The soundtrack for this year's campaign features 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.”
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