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A very personal story
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"F ast"
World can change faster than
you can book traditional advertising campaigns
Wild Cards impact on Tourism
Ireland
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Don’t believe market research
Tourists are led by the
Heart
MANY tourist marketing
principles will stay the same!
Microsoft ad banned on TV!
Pressure on Free Time
Breaks – Stress-Busters
In rapidly changing world,
value things which do not change
Peace of mind and heart
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Pace of Life – Culture - Nature
Eco-basic Holidays
Film Impact on Tourist
Making Dreams Come True
The Personal Touch
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International
Travellers
World Tourism Organization
Chinese start to travel
Rapid growth of city tourism
Getting Tourists Beyond London
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Conferencing is a key market
Business leads to Leisure
Great Conferences =
Interesting City + New Experiences + Entertainment
Demand for unusual venues is
growing
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Festivals and Events
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European Capital of Culture
Reverse
Flow on Internet
Dublin and Belfast as Prime
Weekend Destinations from Mainland Europe
Stag weekend / Hen weekend
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Feminisation of Marketing
Catch up with Ageing Population
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Think Young
Ageing Travellers
Package Tours from US
Health and Safety – Big Issues
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Positive Tribalism = Values
Every strong brand creates a
tribe
"What’s the point of
chasing..."
Growth of Second Homes
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Tribal ads – strong messages
Make sure your message
really matters to those you most want to respond
Targets are People
Did I ask for it? Do I want it?
Impact down - so many campaigns are low quality
Direct Marketing Challenges
E-mail marketing HIGH RISK
Opt-in e-mail marketing
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The Future = Freedom =
Fly-Drive
The future is about variety
How to beat market
fatique
Slide 67
How to catch attention
Impact of videophones on
advertising / customer relationship
Most traffic comes from
Google and other engines
Americans Travel Online
Search engines sell for free!
What role will a national
tourist board website have in 2010?
Online Travel Revolution
Large Travel Firms in Trouble
Hotel Profitability
Internet: impact on tourist boards
Viral Marketing – Great ideas don’t need
selling
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Space Tourism
Arts, culture, history, skills
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Waterford Crystal Visit
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Single Issues
How did this turkey live and die?
Did chickens ever run on these legs?
Keep close to people’s
feelings
Ford concept that escaped online
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Berlin Wall:
Past Pain à Future Tourism
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Peace Process à Future Tours
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Positive Human Needs in 2030
will be the same
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Spirituality more important
New trend – get a life
"6 out of 10 Americans..."
Companies talk about
Individuals talk about…
The ultimate slogan
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