Reconnect In Ireland Toolkit

Toolkit

A beacon for business in a brave new world

Social media shareables Digital ads and banners Email copy Campaign video

#ReconnectInIreland

CONTENTS Reconnect in Ireland campaign

04

Social and video

06

Web and email

08

Digital ads

09

Sectoral strengths

10

Meet In Ireland Assets – Our Terms and Conditions of Use By using our Meet In Ireland suite of assets and the Meet In Ireland logo, you are agreeing to our terms and conditions of use. You must be a tourism business to be permitted to use these assets and you must only use them in accordance with the guidelines we have outlined in this Reconnect in Ireland toolkit. The assets may be used in print and digital marketing materials, provided they follow the guidelines outlined in this toolkit.

The assets may not be used in signage, vehicular branding or packaging or merchandising of any kind including clothing and uniforms. Fáilte Ireland (who are the owners of these assets) reserve the right to withdraw the use of these assets from any ineligible business or a business that is using the assets in an inappropriate manner.

2

RECONNECT IN IRELAND | REASSURANCE TOOLKIT

Introduction

Let's Reconnect in Ireland "As the light lifts the darkness in a brave new world, 100,000 welcomes await".

The opening line of our Reconnect in Ireland campaign video sends a message to the world, Ireland is here, and we're open for business events.

It is a message of hope as we share the good news; the stage is set, and Ireland is ready to host conferences, meetings and incentive trips again in the way that only Ireland can. It is an invitation to the business world to Reconnect in Ireland and reconnect with all that we have missed.

As we roll out our Reconnect in Ireland campaign, this partner toolkit brings you the key messages and the ready-to-go assets, including social media graphics and copy, email and website banners, access to the campaign video, and related assets.

Whether you are a Professional Conference Organiser, a Destination Management Company, a Conference Ambassador, or a Hotel or Venue, we are excited for you to get behind this campaign and unify our voice in an effort to reboot the business events sector and generate recovery.

What makes Ireland the perfect place to meet, share ideas and reconnect? We are on the edge of Europe, but we are in the middle of everything, and are the only English-speaking nation in the Eurozone.

We take pride in our reputation as one of the world's friendliest countries, extending a welcome to delegates to explore answers that help change the world, see things differently, experience wonder, and connect with old friends and new ones.

We are a land of creatives and scholars and the home to 1,200 multinationals, with many of the world's leading corporations choosing Ireland as their base. We are a diverse and driven nation, a world leader in research and education with sectoral strengths in agriculture, bio-pharma, engineering, finance, ICT and medical technology.

USING THIS TOOLKIT This is a digital toolkit. Where you see text underlined or a download symbol, you can access assets and resources.

When you click download, make sure to check your computer's download folder for your assets.

We invite the world to Reconnect in Ireland. The Meet in Ireland team at Fáilte Ireland is here to support you, helping to ensure we deliver and unify our Team Ireland message.

We look forward to working together to rebuild this hugely valuable sector.

Ciara Gallagher, Manager, Fáilte Ireland

3

Reconnect in Ireland campaign

A beacon for business in a brave new world The Reconnect in Ireland campaign concept was informed by many months of research, assessing the sentiment and perceptions of international event planners across our key markets.

We all want to reconnect with what we are missing as an industry, the chance to meet again in person and move forward as we explore new ideas, experience new places, and learn new things.

The Business Tourism team at Fáilte Ireland set out to deeply understand the concerns of our key audiences to ensure our message would resonate, building trust and reassurance, as we emerge back into the world of business events.

The Business Tourism team at Fáilte Ireland will be executing the Reconnect in Ireland campaign and it will take a three-tier approach:

We discovered a genuine interest in Ireland as a business events destination and a universal theme of reconnection.

4

• B2B digital campaign • Strategic B2B partnerships • Outreach campaign

B2B Digital Campaign

Strategic Partnerships

Outreach Campaign

Using YouTube, LinkedIn and Instagram, we’ll reach event planners through keyword, audience affinity and job title.

Our sponsored content and video adverts will be shown to qualified audiences in the United States, Canada and Great Britain.

With a focus on niche business events media titles, both online and print, our strategic partnerships will ensure Ireland is kept top of mind with advertorials, editorials, sponsored newsletters, case studies and display ads.

Connecting with 450 planners and Ambassadors, our multi-touch campaign nurtures international planners with events that are at the earlier stages of the sales cycle and incentivises planners and Ambassadors to engage with our Business Tourism team.

RECONNECT IN IRELAND | REASSURANCE TOOLKIT

KEY CAMPAIGN COMMUNICATIONS Main Campaign Message

Reconnect in Ireland – a beacon for business in a brave new world

Supporting Messages

As business events return, it is now time to Reconnect in Ireland Connect with our industry experts who are here to guide you Connect in places and spaces that feel safe and secure Connect with colleagues old and new Connect with history and culture Connect with cutting-edge technology Connect with global organisations that have chosen to base themselves in the powerhouse that is Ireland Connect with world class research and development through internationally renowned thought-leaders Connect with confidence and be inspired Connect with a hundred thousand welcomes and the reassuring warmth of a country ready to lead the sector again

5

Social and video

Reconnect in Ireland using social and video Social Media Assets We have plenty of ready-to-go social media graphics you can use to join in the Reconnect in Ireland campaign.

Our graphics are designed as square to work across LinkedIn, Facebook, Twitter and Instagram. In addition, the social graphics suite includes our primary campaign messaging, which can be used to target all audiences.

You will also find graphics to specifically target international planners of corporate meetings, incentive trips and association conferences.

Use the ready-made assets or download our customisable branded frames and add your own images and branding. Now is a good time to update your social profile with the Reconnect in Ireland banner. We also have some sample social media copy you can use for targeting different audiences.

Download Customisable Frames

TOP TIP Watch our demo video on how to use Canva for free and create your social assets using our customisable frames.

Insert yo

ur image

here

Insert your log o here

Download Social Media Graphics Download Social Media Copy

6

RECONNECT IN IRELAND | REASSURANCE TOOLKIT

Campaign Videos Our campaign video highlights some of the many reasons to Reconnect in Ireland for business events and will be widely promoted across digital channels. Download the video to use on your website or social media. It is available in English, French and German.

You can also use the shorter cut-downs of the videos specifically tailored for conference and meeting planners, available in English.

Download Campaign Video

Download 20 Second Videos

PLEASE TAG AND FOLLOW US! Don't forget to follow us and tag us when you share videos and social assets, and use the hashtags: #ReconnectinIreland and #MakeitIreland LinkedIn @MeetInIreland Instagram @MeetInIreland Twitter @MeetInIreland

FREE IMAGES From the iconic Cliffs of Moher to the legendary Ha’penny Bridge, we have several premium images you can use.

Download them here

7

Web and email

Email Assets

From: Boutique Hotel and Spa Subject: Start planning your next business event in Ireland now

At this stage, you are most likely updating your websites and contacting your customer base by email and newsletter as we return to business events. To make the job a little easier, we have developed a Reconnect in Ireland main email banner in English, French and German to use in your emails. We have also designed an English banner to target conference, meeting and incentive planners.

Alongside these visual assets, we include some sample email copy you can tweak to suit your needs.

Download Email Copy

COMPANY LOGO HERE

Start planning your next business event in Ireland now.

Ireland is officially open for business events! Don't miss the chance to reconnect with 100,000 welcomes, industry experts, colleagues, and global leaders for an immersive and invigorating experience.

As the only English-speaking nation in the Eurozone, there are 100s of reasons why Ireland has the perfect backdrop for your next important association conference, meeting, event or incentive trip.

Talk to us today about how we can help you to reconnect in Ireland.

Find out more Reconnect in Ireland – a beacon for business in a brave new world Boutique Hotel and Spa, Grafton St, Dublin, Ireland. H91 0000 +353 91 000 000 • reservations@boutique-hotel.ie

TOP TIP

ForPOLICY more UNSUBSCRIBE | PRIVACY

expert tips on email marketing, see our Email Marketing Toolkit. Learn how savvy emails can help you to engage audiences.

REPLY

Insert your logo here

Download Email Banners

Perfect your subject line The subject line can make or break your email. According to Travel Professional News, recipients delete as much as 65% of emails based on the subject line. Aim for 70 characters or less and make it actionable and urgent. Save emails with subject lines that made you click, and use these as a reference. For example, '5 reasons to host your next corporate meeting in Ireland' or 'Next stop Ireland – 100,000 welcomes, world-class venues this way'. Check the length of your subject line with this free character counter.

Website Assets We have included our main campaign website banner and banners for targeting incentive trip, meetings, and conference planners. You may also be able to use the digital display adverts you'll find on the next page.

8

RECONNECT IN IRELAND | REASSURANCE TOOLKIT

Insert your logo here

Download Website Banners

Digital ads

Digital Ads The Reconnect in Ireland campaign that the Business Tourism team at Fáilte Ireland is executing, includes significant promotion across relevant websites and English, French, and German MICE publications. You may want to use the digital ads as part of your own advertising campaigns or in your newsletters.

You can click below to download adverts and digital ads and feel free to tailor or edit according to your company brand.

Insert your logo here

Insert your logo here

Download Display Ads

Connect with a hundred thousand welcomes and the reassuring warmth of a country ready to lead the business events sector again

Connect with a hundred thousand welcomes and the reassuring warmth of a country ready to lead the business events sector again

Insert your logo here

Insert your logo here

Download Publication Adverts

9

Sectoral strengths

Leading the way

SECTOR AL STRENG THS

Agricult

ure

Ireland is a beacon for business in a brave new world, with world-class research centres, university hospitals and world-leading companies making their base here.

In addition, we can provide access to key opinion leaders, sponsorship opportunities and can help boost delegate numbers. We can also facilitate introductions to world class speakers.

With sectoral strengths in agriculture, bio-pharma, engineering, finance, ICT and medical technology, we can help shape the content of the most successful meetings or conferences.

The Meet in Ireland team at Fáilte Ireland has developed a suite of sectoral strengths PDFs and videos showcasing why it's time to Reconnect in Ireland.

Ireland

Sectoral

Download Sectoral Strengths PDFs

SECTORAL STRENGTHS

Engineering

Ireland Sectoral Strengths Engineering

Plan your next engineering meeting, conference or incentive experience in Ireland, an engineering hotspot

SECTORAL STRENGTHS

Finance

SECTORAL STRENGTHS

ICT & Software

Strength

s Agricu

lture

Plan your next agric ulture mee experienc ting, confer e in the ag ence or in ricultural centive powerhou se that is Ireland

SECTORAL STRENGTHS

SECTORAL STRENGTHS Biopharmaceuticals

Medical Technology

Ireland

Ireland

Ireland

Ireland

Plan your next finance meeting, conference or incentive experience in the financial powerhouse that is Ireland

Plan your next ICT and Software meeting, conference or incentive experience in Ireland, a global technology hub

Plan your next meeting, conference or incentive experience in Ireland, a hotspot for MedTech innovation

Plan your next biopharmaceutical meeting, conference or incentive experience in Ireland, a global centre of excellence

Sectoral Strengths Finance

Sectoral Strengths ICT & Software

Sectoral Strengths Medical Technology

Sectoral Strengths Biopharmaceuticals

Download Sectoral Strengths Videos

10

RECONNECT IN IRELAND | REASSURANCE TOOLKIT

Contacts

How can we help you?

Ireland has a superior product offering with highly-skilled business tourism professionals that have great imagination and the drive to really go above and beyond to deliver successful business events.

As you execute this Reconnect in Ireland campaign, we’re here to help and support you in any way we can. So please reach out!

Christine Roche, DES Marketing, Business Tourism, Fáilte Ireland

Klaudia Kulakowska Marketing, Business Tourism, Fáilte Ireland

christine.roche@failteireland.ie +353 1 884 7152

klaudia.kulakowska@failteireland.ie +353 1 884 7152

11

#ReconnectInIreland

meetinireland.com © MEET IN IRELAND 2021