News Release -
Shannon Development unveils New domestic tourism marketing strategy for Limerick
Shannon Development, the Shannon Region Tourism Authority, will this week launch its new 2009 domestic tourism marketing campaign for Limerick and the Shannon Region at Holiday World travel show in the RDS Dublin on 23rd January ’09. Holiday World, which attracts an estimated 100,000 potential holidaymakers, will be the launch pad for a range of tourism promotions which will benefit Limerick city and county during the coming year.
“New short breaks promotions, a suite of new brochure material, radio marketing campaigns, new internet promotions and more emphasis on consumer targeting, are just some of the key components of Shannon Development’s 2009 domestic tourism marketing campaign,” said Mr. Pat Daly, Tourism Marketing Manager, Shannon Development.
“The domestic tourism market generates in excess of €125 million in annual revenue for the Shannon Region and we intend to build on this to ensure that 2009 will be an even better year,” said Mr. Daly.
Tourism market intelligence continues to highlight the importance of the short break market and this is an area that Shannon Development has been particularly focused. The Company dedicated short breaks website www.shortbreaksireland.ie is being used to sell a range of new special offer consumer short breaks, among them a Shannon Region Spa promotion which will run for the month of February and includes Spas and Hotels from Limerick.
“The Dublin Holiday World show is an important vehicle for promoting home holiday to a key Dublin market. Dublin tourists tend to take longer holiday trips, and working in partnership with the Shannon Region Tourism Trade at our specially designed holiday stand at the RDS, we will promote the range of superb attractions, accommodation and special offers available in Limerick this year,” said Mr. Daly.
“Short break enquiries account for over 50% of all online holiday break searches and are the most sought after holiday breaks. With this in mind short break offers will be a key element of our 2009 campaign. With more and more holidays being booked online it is important that we use every opportunity to entice as many visitors as we can, and this is why we have enhanced our tourism website and we will undertake a number of targeted e-marketing campaigns in the coming year,” he said.
Shannon Development has produced a suite of new Shannon Region tourism brochures to use in promoting niche market holiday opportunities; among them a new Limerick city tourism brochure, a new tourism brochure for Limerick County; a new Shannon Region short breaks brochure, new activities and adventure brochures on surfing and canoeing, a new gardening brochure for the Shannon Region, and a new discount booklet offering discounts to over 70 of the Region’s top visitor attractions.
“During 2009 we will be running a more integrated domestic campaign which will include a media campaign, with radio advertising across all major radio stations being a central feature. For example we have just completed a Northern Ireland tourism drive across 4 Northern radio stations with almost one million listeners and a full week of advance promotions, prize giveaways from the Shannon Region and interview opportunities for the trade. We have already undertaken our first advertising campaign for 2009 on national newspapers, magazine and TV and we will continue to look for other opportunities to promote Limerick during the year,” Mr. Daly concluded.
Historic Characters enlisted for Limerick Tourism Promotion
Preparing for the Holiday World Show at the RDS Dublin next weekend are; ‘Brian Boru' (aka Frankie O' Gorman), with (l-r) Ruth Shine, Kilmurry Lodge Hotel, Limerick and Nick Condon, Shannon Development Tourism Officer Limerick.
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