News Release -
Shannon Region To Benefit From Home Holiday Drive
Shannon Development to launch major home holiday campaign
“The Ireland market continues to be the most important market for tourism businesses in the Shannon Region, and spend by holiday and leisure visitors to the Region in 2008 (latest available stats) is valued at over €130 million. In a bid to further grow this business, Shannon Development is launching a major home holiday campaign,” said Aisling Travers, senior tourism marketing executive Shannon Development, who is responsible for developing the home holiday tourist market.
The launch will take place this week at the forthcoming ‘Holiday World’ travel shows in Belfast (from 15th -17th January 2010) and Dublin (from 22nd-24th January 2010) which are attended by over 80,000 prospective holiday makers. This year’s drive is set to be one of the most comprehensive ever.
Shannon Development, the regional tourism authority for the Shannon Region, is taking a regional stand at the shows which will be manned by the Region’s tourism trade and Shannon Development staff. Shannon Development has enlisted the help of Brian Boru complete with shield and sword to use his charm and charisma to maximum visitor numbers to the Shannon Region stand.
To raise the profile of the Shannon Region as a premier holiday destination, Shannon Development is working on a radio promotional drive with Dublin’s most listened to radio station FM104 and the Northern Media Group who operate six radio stations across Northern Ireland. This involves outside radio broadcast units featuring interviews and Shannon region promotion from both events. In addition to this the Company organised major pre-promotion including radio and print advertising, radio competitions and features on the region as a must visit location on these prestigious radio stations.
Speaking about new initiatives for 2010, Ms Travers said, “With value conscious consumers in mind we are launching a new Shannon Region discount card offering 25% off entrance fees to visitor attractions throughout the Region. The free discount card is designed like a credit card to fit into a wallet and further information is available from Shannon Development’s ShortBreaksIreland.ie website. The card will be distributed nationally and internationally as part of our overall marketing campaign.”
“A particular focus of our marketing efforts in 2010 will be on-line marketing. Almost 70% of Irish people are regular internet users with 1.2 million subscribed to Broadband in Ireland. As these numbers continue to grow, more and more business will be generated through e-marketing. Conscious of this fact, Shannon Development is increasing its e-marketing initiatives. A key action for 2010 will be the enhancement of our dedicated Shannon Region tourism website www.ShortBreaksIreland.ie with its online booking engine. Given the current economic situation Shannon Development will continue to work with the Shannon Region tourism trade to ensure that the site is even more customer focused, offers unbeatable value for money,” she said.
“Shannon Development will continue to work with well established consumer and social networking websites to get our tourism message out there. For example we will be working closely on tailored county campaigns with the popular Pigsback.com, with almost 300,000 members,” said added.
“2010 will be a challenging year for the tourism industry generally and there will be increased competition on the home market. 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. The holiday fairs will kick start our efforts to promote the Shannon Region as the ideal home holiday destination for 2010,” she said.
Photo caption
Preparing for his guest appearance at the forthcoming Holiday World Shows in Belfast and Dublin is 'Brian Boru' (alias Frankie O' Gorman).
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For further information please contact:
Nandi O’Sullivan
Public Relations Manager
Tel: +353 61 710259
Mobile: +353 86-2371510
Fax: 061 363180
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