Plean Turasoireachta Béal Átha

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ActiveMe Tourism Media and Heritage ServicesDestination Béal Átha an Ghaorthaidh6.2 Regional & National LaunchOnce a number of key actions have been undertaken such as branding, the Ballingeary Marketing Planshould begin with a Regional and National Launch. This should showcase of all the unique elements ofthe Ballingeary presented through quality visuals, story-telling, folklore, food, music, activity, etc. Itshould be fully reflective of the lakes, rivers, mountains, valleys, heritage, culture, people, andcommunities and place.The results here must be two-fold:1. Build Ballingeary awareness to both trade and locals across the counties of Cork and Kerry2. Build Ballingeary awareness across the whole domestic market but particularly to key marketsegments – walkers, cyclists, Over 55’s, Connected Families and Footloose Socialisers3. Find Brand Ambassadors / Influencers – Journalists, Celebrities and Sports People who wouldhelp promote Ballingeary. Suggestions may include journalist Pól Ó Conghaile and others whoembrace Hidden Gems.4. Get Media and Press interested in the Ballingeary both at local, regional and national level. Inreturn for media coverage, arrange a free trip for a national travel journalist to showcase thelocal attractions, activities, scenery, food and accommodation.5. Build business and industry awareness – Fáilte Ireland Departments, Wild Atlantic Way Team,Tourism Ireland Departments, Irish Tour Operators, Irish Travel Journalists & Guide BookEditors, Tourism Trade within Ballingeary, etc.6.3 Domestic Media & Publicity CampaignImplementation of the Domestic Campaign would involve firstly creating a great press release andsecondly contacting the most popular local and national media platforms (see below) and invitejournalists to come and visit Ballingeary. Research the key journalists with regard to travel, walking,food, heritage, etc. Create complimentary tailor made itineraries for them preferably with a local guideand host and make a follow up call on their departure to ensure a most memorable trip, ensure publicityand build relationships! Let your Fáilte Ireland contact know about these visits or events as they maybe able to sponsor. There may also be regular opportunities to have Ballingeary featured bycontributing valuable tourism stories and news features such as Walk of the Week, and allow use ofany photos and video free. A competition and prize is often a good way of securing editorial coverageand additional value can also often be negotiated. The more people experience and talk aboutBallingeary, the better Ambassadors they’ll become. KPI: Successful journalist visit and mediacoverage of Ballingeary as a destination within Ireland. Using any contributed Ballingeary tourismstories and content.Newspapers Radio TV Magazine OnlineIrish Times Lyric FM Irish TV Senior Times Seniortimes.ieIrish Independent Radio 1 TG4 Outsider Irishtrails.ieIrish Examiner Newstalk RTE 1 RTE Guide Irishcycling.ieFarmers Journal Today FM RTE 2 Local Advertiser Mountaineering.ieSunday Times 2FM TV3 Activeme.ieSunday Business Post Cork 96FM Programmes Forums:
ActiveMe Tourism Media and Heritage ServicesDestination Béal Átha an GhaorthaidhNewspapers Radio TV Magazine OnlineSouthern Star WLR Nationwide Boards.ieWest Cork People Tipp FM Other Rollercoaster.ieThe Muskerry News Live95FM LonelyPlanet.comMunster Express Other Regional Tripadvisor.comCork IndependentFrommers.comEvening EchoothersThe CorkmanThe KerrymanKerry’s EyeOther Regional6.4 Overseas Media & Publicity CampaignOverseas Publicity Team at Tourism Ireland is part of an Integrated Communications Brief whichinforms their advertising, PR, e-marketing and direct marketing strategies. They liaise with 22,000+media in each of their 20 offices across the globe every month, sharing stories and content. In 2017,they generated an Equivalent advertising value of nearly €400 million. An inexpensive way to gainexposure for Ballingeary would be to get involved in these activities by providing the Coordinator withpress releases, express your interest in any competitions, offer to host media events by contactingFáilte Ireland, express your interest in attending a press reception/event by visiting the websitewww.tourismirelandindustryopportunities.com. Your digital PR campaign should include collaboratingwith Tourism Ireland’s Publicity teams who are increasingly working with new media, bloggers andsocial media influencers, who share their Irish travel experiences with their audiences. Contact theDigital PR team publicity@tourismireland.com or Tel: +353 1 4763424 or media contact page. KPI’s:Inclusion of things to do, itineraries, images and Ballingeary as a destination within Ireland in FI / TIpublicity, news bulletins, press news, familiarisation trips and develop relationship with the key people.6.5 SponsorshipAlthough Ballingeary may not have the funding for sponsorship to build brand awareness, there wouldbe opportunities for the Ballingeary Tourism Groupto provide non-financial ‘soft sponsorship’ tosupport to local business, ventures, activities, events, festivals such as marketing advice, key contactsin Cork County Council, Failte Ireland and other opportunities.6.6 Direct & E-marketing Domestic and Overseas MarketThe best approach is to leverage with Fáilte Ireland and Tourism Ireland for the domestic and keyinternational markets by creating good tourism content. For example, write an article/blog for theGerman market on St. Finbarr’s Way and Gougane Barra and how pilgrims or walkers can enjoy this inBallingeary. Translate it into German along with images and online website/social media links and sendto Tourism Ireland to target German Walkers. Varied content should be created for all Tourism Ireland’sand Fáilte Ireland’s platforms over time see www.tourismirelandindustryopportunities.com and freeEzine Ireland sent to over 2,000 key US contacts. KPIs: Visible online promotion of Ballingeary6.7 Online Travel Agents (OTA’s)Acting as the link between tourism providers / suppliers and customers, Online Travel Agents (OTA)are now the online version of traditional travel agents and tour operators. Most accommodationbusinesses will have a presence sites such as Booking.com, Expedia.com, AirBnB.ie, Orbitz,
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Plean Turasoireachta Béal Átha

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