Plean Turasoireachta Béal Átha

ActiveMe Tourism Media and Heritage Services
Destination Béal Átha an Ghaorthaidh
Travelocity, Last Minute, Hostelworld, Tripadvisor, hotels.com and more. These sites have now
become more active in promoting the key experiences and activities in each destination they offer to
drive sales and length of stay. Destination Ballingeary should provide a Letter of Introduction to all key
OTA’s and once contact has been made then additional tourism content can be provided. KPI:
Inclusion of Ballingeary on their websites as a destination along with attractions, activities, photos.
6.8 Transport, Access and Touring Services Companies
Overseas visitors spend large periods of time on the websites of air and sea transport, access and car
hire companies when planning their holidays. Ballingeary should contact and provide a Letter of
Introduction and tourism content to the marketing department of key websites such as Irishferries.com,
portofcork.ie, corkairport.com, buseireann.ie, irishrail.ie, hertz.ie, europecar.ie and more. Provide
tourism content to this provider. KPI: Inclusion of Ballingeary on their websites and backlinks back to
your own social media pages and website. When adequate accommodation is available consider
organising a special offer for overseas visitors in partnership with ferry companies.
6.9 Travel Guide Books
Although online planning is used by the majority of travellers, Guidebooks are still part of the marketing
mix. Ballingeary should buy a copy of key publications, research them and when contact is made,
provide the type of information, content and services each publication focusses on. KPI: Inclusion of
Ballingeary on their guidebooks in some form.
UK US German French
Ireland AA Lonely Planet ADAC-Reiseführer Irland plus Guide du Routard
Eyewitness Travel Frommer’s Polyglott on tour Irland Michelin
Frommer’s Ireland Fodor’s Iwanowski-Reiseführer Irland Gallimard
Insight Guide Rough Guide Marco Polo Irland / Dublin Lonely Planet
Lonely Planet Rick Steves Baedeker Irland Geoguide
National Geographic Spirallo Dublin Petit Futé
DuMont Reisetaschenbuch Irland
DuMont direkt Irland
DuMont Reise-Hanbuch Irland
Dorling Kindersley Top 10 Dublin
6.10 Email Marketing
Once you have a website in place, email marketing can be highly personalised and can be segmented
into specific target markets or activity based options such as domestic and international, special
interest groups, and travel trade. The important Ballingeary database can be used to store contact
details for tools like Mailchimp which is free if you have fewer than 2,000 subscribers and send up to
12,000 emails per month. Email Campaigns should be well thought out not sent out too frequently and
should be tailor made to the market or market segment that you are targeting and translated if required.
The newsletters/email design should be consistent with the brand and promote the website and all the
social media platforms with links and calls to action to engage. KPI’s: Using Mailchimp analytics
Typical Email Open Rate: 22%, and Click Through Rate: 2.1% (how many subscribers clicked on a link
in the email).
6.11 3 Year Marketing Action Plan
The following Marketing Action Plan recommends a combination of Marketing Activities and
Promotions representing both overseas and domestic opportunities for Ballingeary.