Delivering a compelling Brand for Irish Tourism

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Delivering a compelling Brand for Irish Tourism
Brian Twomey, Tourism Ireland
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The Island of Ireland Tourism Brand The islands
REPUTATION as a visitor destination.
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Background

• Last review in 1995
• Refined 2002 2005
• Period of Change

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The development process
5 research themes
4 working themes
The essential nature of Ireland
People, Place and Culture
1 new positioning
Demand and supply side research
Creative workshops
Defining workshops
Discovery team sessions
Assessment
Interpretation

• Tourism Ireland Board
• NITB/FI
• Tourism Ireland Management Team
• Tourism Ireland offices
• TMP
• Experts Group
• Hospitality Industry
• Opinion Former Interviews

• Visitor research (8 markets)
• Industry Groups
• Galway
• Dublin
• Belfast

• TMP
• Tourism Ireland
• Experts Group

• TMP
• Tourism Ireland
• Other Agencies
• Experts Group

DISTIL
DISTINGUISH
DEFINE
DERIVE
DEVELOP
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• Current view of the Island of Ireland Brand
• The Industry View

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The Essential Nature of the IslandNature of
Place / Nature of People
PEOPLE

• New Island of Ireland
• Diversity
• Northern Ireland The Regions
• Intimate, concentrated
• Refreshing, revitalising
• Active engagement

• Engagement
• Spontaneous, curious
• Energy, vigour
• Sound quality

• Engagement through people place
• Pride in place

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POTENTIAL FOR TOURISM ON THE ISLAND OF IRELAND
THE OUTSIDE VIEW
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Creating Uniqueness from People and Place
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Creating Uniqueness from People and Place
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Creating Uniqueness from People and Place
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• Current perceptions of the Island of Ireland as a
  holiday destination
• The Visitor View

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Visitor Research Clear motivation hierarchy
BRAND EMOTIONAL
Braggable Experiences
Buzz, Invigoration, Excitement
Do something different Do more of something you
are interested in
Get away
COMMUNICATION FUNCTIONAL
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Current Visitor Perceptions
NEGATIVE

• Not enough to do
• Difficult envisioning a whole vacation (USA)
• Could get bored (India)
• Limited City/Culture
• Few major historical sites (Australia)
• Limited city and cultural offering (Germany)
• Limited Luxury/Modernity
• No modern hotels (USA)
• Little luxury offering (Germany)
• and . . .
• The weather!

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Current Visitor Perceptions
POSITIVE

• People/nature of people
• Warm people and interaction (Japan)
• Interesting people/faces (USA)
• Place/nature
• Landscapes/Scenery
• Castles
• Compressed/accessible
• Emotional
• Positive energy (USA)
• Really be yourself / feel you belong (Italy)
• Spontaneity, warm, smiling people (Australia)
• Adds to richness of life (Japan)

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Visitor Experience

• Expectations Met or Exceeded

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Visitor Experience Areas of Concern

• Natural Environment
• Value for Money

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First-time holiday satisfaction
Main reasons for exceeded expectations
Irish People The Scenery
Main reasons for expectations not met
Weather Roads signage Prices Access to
attractions / internal transport
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Summary Overall assessment of current brand
STRENGTHS
WEAKNESSES

• Credible Attractive
• Consistent communications / Consistent views

• Doesnt reflect changes
• Lack of differentiation

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Evolving the Brand
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Diverse
Dissonant
Concentrated
Accessible
Deep-rooted
Surprising
Dramatic
Involving
Inviting
Vibrant
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Articulate
Knowledgeable
Witty
Curious
Lyrical
Inquiring
Spontaneous
Engaging
Pride in place
Authentic
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The Island of Unique Character Characters
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Delivering the Brand

• Communication
• Versus
• Experience

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Delivering Value

• Repeat Visits
• Recommendation

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Delivering the Brand

• People

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Hospitality industry - a view from the front line
Matches visitor perceptions and is appealing
Brand well aligned to experience
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Hospitality industry - a view from the front line
People and local place define the brand
Unclear of their role
Cultural identity linked to local place
Lack of knowledge of local place
Non Nationals agree
Felt detached from the experience
Their position as ambassadors for Ireland is
titular at best, and their view of Ireland can be
somewhat vague and generic.
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HOSPITALITY INDUSTRY RESEARCH Training and
product knowledge of workers

• Few have formal training.
• For many it is on the job and rudimentary
  (particularly foreign nationals).
• Hotel receptionists more often have induction
  which may include training.
• As a result, many revert to own childhood
  experiences (Nationals) or simply what they have
  picked up prior to living in Ireland or
  absorbed since arriving (New Nationals).

Their position as ambassadors for Ireland is
titular at best, and their view of Ireland can be
somewhat vague and generic.
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Delivering the Brand through people

• Knowledge
• (Character)
• Personality
• (Characters)

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Delivering the Brand through people

• Support
• Permission
• Encouragement

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Bringing the Brand to Life

• The Island of Unique Character Characters

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Delivering a compelling Brand for Irish Tourism
DVD