Demand Creation and Channel Distribution Support Programme for tourism businesses in Co. Offaly, Ireland’s Ancient East

Understanding the post COVID-19 domestic tourist and how to optimise this market

Programme Overview

Fáilte Ireland’s top priority is supporting Ireland’s tourism and hospitality businesses to survive, re-open and recover from the catastrophic impact COVID-19.

 We have created an extensive range of business supports to guide you through these unprecedented times. These have been developed in consultation with industry experts to meet your immediate and urgent needs and help your business re-open and recover.  

 Your tourism businesses are a crucial and valued part of our national tourism industry and we are committed to helping each of you to safely and successfully kickstart your return to business.

We invite you to participate in a suite of 2- hour sessions specifically tailored for Ireland’s Ancient East. Each session will include facilitated discussion with industry experts and feedback post each session on your immediate marketing and sales activation plans so that you can maximise every available opportunity.

Ideally all 3 sessions should be attended – however attending individual sessions can be facilitated.

The three sessions are as follows:

16 July 2020 Session 1:  Understanding the post COVID-19 domestic tourist and how to optimise this market

20 July 2020 Session 2:  Optimising direct online channels for growth

24 July 2020 Session 3:  Offline promotions and advertising that drive online bookings

Why attend?

• Learn how to adjust your offers for immediate sales into the B2C domestic market

• Optimise direct online and offline channels for growth in the domestic market

• Get insights and updates on generating sales from the international market over the next 6-9 months.

Designed for:

The person who is responsible for the sales and marketing function in the business.

Course Content for Session 1:  Understanding the post COVID-19 domestic tourist and how to optimise this market

• Understanding market segmentation, domestic target markets and customer types
• Key opportunities for domestic market segments and what they are looking for (families, VFR, tours/experiences that fit within regulations)
• An update on consumer behaviour and attitudes
• Pricing and creating value
• Positioning to attract domestic market in immediate and shoulder season
• Developing saleable experiences – writing the offers that appear to the domestic market
• Best practice messaging to target domestic customers across multiple channels
• Optimising the Discover Ireland website
• Messaging content relevant right now to win domestic business, in particular addressing messaging around visitor safety
• International markets update
• Best prospect markets and segments for 2021

It is recommended that you have a look at Review of Demand Creation supports that relate to reshaping the experience on https://covid19.failteireland.ie/sales-and-marketing/driving-domestic-sales/reshaping-experience-offer/ prior to doing the course.   

Homework:  Sample offer for the domestic market which will be reviewed, and feedback presented to you.

This 2 hour online course will be delivered by Julie O'Brien.  This course has been organised by Failte Ireland in conjunction with Offaly Tourism and Local Enterprise Office Offaly. 

Julie O’Brien, Runda

 Julie is a graduate of University College Cork and UCD Michael Smurfit Graduate Business School. With more than twenty years-experience in the tourism industry, Julie has held senior roles in leading hotels and with professional travel buyer companies. Julie is an expert in the fields of commercial management, revenue generation, feasibility studies, communications, destination marketing, pricing and contracting for B2C and B2B channels and saleable experiences development.  https://www.linkedin.com/in/julie-o-brien-a5aa7113

Please note that bookings from Offaly based tourism businesses will be prioritised.  One booking per business is permitted. 

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