News Release -
The Shannon region is set to benefit from Shannon Development’s new domestic tourism marketing strategy
Shannon Development this week announced a new domestic tourism marketing strategy for the Shannon Region.
“Short break offers, niche marketing, and value for money will be key in attracting additional domestic visitors to the Shannon Region during 2007. This is why Shannon Development has come up with a new domestic tourism marketing strategy designed to generate increased domestic visitor numbers and revenue,” says Pat Daly, Tourism Marketing Manager, Shannon Development.
With a growing trend towards short breaks and with an increased demand for new holiday ideas, Shannon Development has produced a new holiday brochure to highlight the abundance of holiday options available in the Region. The 24 page full colour Shannon Region home holiday brochure emphasises a number of holiday themes. Among the range of varied and exciting breaks on offer are, outdoor adventure breaks, health and wellness holidays, and traditional Irish music breaks.
“As part of our new domestic tourism campaign we are targeting specific ‘special interest’ markets and offering them tailored packages throughout the year aimed at highlighting the unique selling points this region has to offer as a tourism destination. We will be focusing our tourism message on these niche markets to motivate theses consumers to spend their leisure time in the Shannon Region,” says Mr. Daly
“To drive this message home Shannon Development, in association and tourism interests from around the Shannon Region, are participating at the ‘Holiday World’ travel shows in Belfast (19th-21st January), Dublin (25th-28th January ‘07) and Limerick (17th and 18th February ‘07), which are attended by an estimated 100,000 prospective holiday makers. The Company will have a dedicated regional stand which will be manned by the Shannon Development staff and members of the Shannon Region tourism trade”, says Ms. Aisling McMahon, Tourism Marketing Executive, Shannon Development.
As part of this new tourism marketing drive Shannon Development has already undertaken a series of national radio advertising campaigns to promote the region as a holiday destination. Targeting high reach radio stations including 2FM, RTE One and Today FM the company ran a series of tourism ads aimed at stimulating the short breaks sector of the tourism market.
“The radio ad campaigns are just one of the initiatives we have planned for 2007. Shannon Development tourism executives will attend a number of domestic special interest and consumer shows tailored to the Irish market including; the ‘over 50’s Shows’ in Dublin and Limerick, the Smurfit European Open and the Fáilte Ireland Golf Show in Belfast, the National Ploughing Championships, a series of shopping centre promotions throughout the country, and Irish Open Golf, which we feels presents huge opportunities to sell golf packages”, says Mr. Daly.
“E-Marketing will be a big feature of our tourism marketing work during 2007. We will be working with a number of web operators including www.shortbreaks.com to carry Shannon Region holiday offers and to position the Shannon Region to get maximum exposure and reach for our domestic holiday campaigns,” he said
In addition to this Company’s two newly appointed tourism officers, Siobhan King, tourism officer for Co. Clare and Bernie Leonard, tourism officer for North Tipperary and South West Offaly, will work with the tourism trade during the year to develop new ways of growing tourism market share.
“2007 will be a challenging year for the tourism industry generally with more overseas destinations seeking to lure the Irish to holiday overseas. However competition is always a good thing and we are happy the Shannon Region offers greater variety than ever and great value. This is why we will be working even harder this year, actively promoting the Region and pushing ‘extra value’ holiday offers in partnership with the tourism trade from Clare, Limerick, North Tipperary and South Offaly,” said Mr. Daly.
Buoyed up for tourism success ……..Shannon Development is buoyed up for tourism success as the Company launches its new domestic tourism marketing strategy for 2007. As part of this the company is launching its biggest ever home holiday campaign at the forthcoming Holiday World consumer and travel shows in Belfast, Dublin and Limerick. Pictured here in Killaloe on Lough Derg getting into the holiday mood are from left: James Whelan, 'Spirit of Killaloe' cruises; Aisling McMahon, Shannon Development tourism marketing executive; Christopher Byrne, Lakeside Hotel, Killaloe; Teresa Browne, East Clare Tourism Group Siobhan King, Clare Tourism Officer Shannon Development.
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For further information please contact:
Nandi O’Sullivan
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