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

Offline promotions and advertising that drive online bookings

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 3: Optimising direct offline channels for growth

• Cross selling

  • Creating partnerships with complementary tourism providers

  • Investigating non-traditional tourism partners to create new cross selling opportunities

• Destination Marketing

  • Why the destination sell is now so important for the Midlands

  • Pooling limited financial and other resources

  • Planning on and offline campaigns at destination level

  • Developing and managing your offline marketing budget (short term, medium term)

It is recommended that you have a look at Review of Demand Creation supports that relate to ‘driving footfall and revenues’; and ‘destination marketing’ on https://covid19.failteireland.ie/sales-and-marketing/driving-domestic-sales/driving-footfall-and-revenues/ prior to doing the course.   

Homework:  Completion of offline marketing template which will be reviewed, and feedback presented to you.

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

Aisling McVeigh, DANU Collective

With over a decade of experience working across global brands and large-scale productions internationally, Aisling founded DANU Collective - a boutique creative consultancy specialising in luxury brand marketing, communications and events. Fascinated by the power of branding and its powerful impact on consumer behaviour and audience engagement, she has an aptitude for sifting beyond the surface of a brand or brief to craft a captivating narrative and experiential blue print that can be translated across all communication channels, including the multi-faceted marketing mix and event programming, to deliver the consistency and synergy that ties all platforms together.  https://www.linkedin.com/in/aisling-mcveigh-312659b9

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

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