Tourism Ireland needed a strategy to drive growth in holiday makers and business people from the German market for the period 2009-13.
Idea Worth Buying
Working with Tourism Ireland teams in Germany and Ireland we developed a set of strategies and innovations built on three ‘big moves’ to stimulate and focus the island of Ireland’s tourism marketing
- Be Inspiring: demonstrate how Ireland offers truly iconic, stand-out holiday experiences.
- Be Involving: prove that Ireland delivers a joined-up range of holiday experiences that are easy to plan, deliver and engage with.
- Be Immediate: stimulate re-appraisal among German people about the ease of travelling to Ireland and the value for money available when in Ireland.
CSO figures show total tourism from Germany grew 14% over the planning period.