Travel Tourism Enablers

ended

Fáilte Ireland intends to implement a awareness raising campaign that targets travel enablers rather then developing a traditional promotional campaign which focuses on marketing directly to the consumer. The proposed communications strategy will focus on promoting the EDEN destinations to a range of travel enablers in a number of key overseas markets. The following types of enablers will be targeted; media agents, travel agents, tour operators, bloggers and jounalists. A number of familiarisation trips to the winning EDEN destinations will be organised for travel enablers, These trips will be organised by the publicity division in Fáilte Ireland with the assistance of the EDEN Ireland Network members. This activity constitutes the core of this project, it is anticipated that much of this work will undertaken by the publicity division in Fáilte Ireland, their objective is to showcase Ireland and our world class tourism product on the international stage by using publicity through the mediums of print, radio, online and TV. They are responsible for designing and booking itineraries for all overseas media and tour operators. Already we host over 50 group trade familiarisation visits to Ireland from 16 markets, offering over 650 key travel agents and tour operator opportunities to experience firsthand our world class tourism product. This project is considered to build directly on the previous awareness raising project under the EDEN Programme, in that it will focus this time on encouraging visits to more than one EDEN destination. It takes the ground work that was achieved during that project and seeks to enable the EDEN Destinations to make valuable connections with key marketing enablers.