Cultural tourism making it work for you - Association of Irish Festival ...
Cultural tourism making it work for you - Association of Irish Festival ...
Cultural tourism making it work for you - Association of Irish Festival ...
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Destination Marketing<br />
Tourism Ireland manages destination marketing <strong>for</strong> the island <strong>of</strong> Ireland w<strong>it</strong>h a budget <strong>of</strong> €6 million in 00 . Over the<br />
period 00 -06 the agency conducted a major overhaul <strong>of</strong> <strong>it</strong>s destination marketing campaign, reflecting the outputs <strong>of</strong><br />
market and consumer research carried out in the UK and other ‘core’ markets. The new campaign has Sightseers and Culture<br />
seekers as <strong>it</strong>s key target audiences and has built a brand pos<strong>it</strong>ioning around the concept <strong>of</strong> ‘Discover <strong>you</strong>r own Ireland’ that<br />
challenges vis<strong>it</strong>ors to explore and find Ireland’s ‘hidden cultural and her<strong>it</strong>age gems’. The brand is also built around Ireland’s<br />
people and their characteristics, and so the promise <strong>it</strong> makes is highly experiential and consistent w<strong>it</strong>h the notion <strong>of</strong> ‘Living<br />
Culture’. Marketing activ<strong>it</strong>y under this campaign is concentrated on advertising through television, print and online media in<br />
the major markets.<br />
16 A New Strategy <strong>for</strong> <strong>Cultural</strong> Tourism in Ireland
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