Get great tips on promoting your tourism business during the shoulder season
40+ FREE Keep Discovering assets to update your social channels
Access to autumn and winter imagery for the shoulder season
Discover expert advice for showcasing your tourism business
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Converting More
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TABLE OF CONTENTS Bring on the shoulder season
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How to use your free assets
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Shoulder season social shareables
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Autumn action plan checklist
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Keep Discovering Industry Assets - Our Terms and Conditions of Use By using our Keep Discovering suite of assets and the Discovering Begins Here 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 Keep Discovering Industry 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) reserves the right to withdraw the use of the assets from any ineligible business or a business that is using the assets in an inappropriate manner.
Introduction
Welcome to the Converting More Visitors Toolkit Hello there! With restrictions for tourism and hospitality businesses easing, the upcoming shoulder season is an important time. Our ‘Keep Discovering’ campaign has been encouraging Irish people to discover the joy of holidaying in Ireland all summer. Rolling into autumn, the campaign will communicate just how much there is to explore and discover, while encouraging people to take their remaining annual leave days and book a break in Ireland before year end. It will kick-off early September, at a national, regional and county level with a focus on county content to inspire planning and drive bookings. Our recent research tells us that almost half (46%) of Irish workers did not take all of their annual leave last year. This year, 33% of the working population won’t, or are unsure they will take their full annual leave allocation. We are encouraging Irish people to make the most of these precious days now and take a break in Ireland this autumn. We’re encouraging people to keep discovering our beautiful country and experience the pure joy of taking much-needed time off. This Converting More Visitors industry toolkit is an update to the original Keep Discovering toolkit, providing you with additional assets tailored for the shoulder season. We’ve got new social assets, customisable frames and free images you can use in your marketing activities, and we hope you find them useful. What are you waiting for? Let’s Go!
Niall Tracey, Director of Marketing Fáilte Ireland
How to use this guide COVER IMAGE: SLIEVE LIAG, CO DONEGAL FINTRA BEACH, GLENEE, CO DONEGAL
This is a digital toolkit. Throughout these pages where you see text underlined in green, the finger pointing or download symbol you can access assets and resources. After you click the download button check your Downloads Folder on your computer for the assets you need.
Shoulder Season Consumer Insights
Bring on the shoulder season The Keep Discovering campaign kickstarted incredible home holidays for people across Ireland this year with some fantastic results for the industry. Whilst the shoulder season can traditionally be quieter, this year domestic visitors still intend to travel and we’re providing even more support to help businesses secure bookings. Fáilte Ireland has created a new suite of assets to help you promote your business for the shoulder season. Let’s build on a summer of success and increase bookings for autumn/winter.
GOOD TO KNOW
Look at page 8 of the Keep Discovering toolkit and find all you need to know about using the Keep Discovering logo. Learn the dos and don’ts.
PARKNASILLA RESORT & SPA, CO KERRY
Consumer insights Our recently commissioned research revealed that 46% of the Irish workforce did not take their full allocation of annual leave last year. We’re encouraging the nation’s workforce to take their well-deserved annual leave and Keep Discovering our amazing island. Fáilte Ireland want Irish people to book a break and Let’s Go and Keep Discovering Ireland this Autumn.
Key Consumer Insight This year 33% of the working population won’t, or are unsure they will take their full annual leave allocation. We’re encouraging people to take a break, recharge and Discover Ireland this autumn/winter.
Understand the target audience The target audience in the shoulder season leans more towards unconstrained adults than families (younger unconstrained adults aged 18-34 and older unconstrained adults aged 45+). Our research shows that 46% of unconstrained adults aged 45+ intend to take a short break in Ireland within the next 6 months with demand highest among this cohort for September and October.
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KEEP DISCOVERING | CONVERTING MORE VISITORS
Sources Red C Research commissioned by Fáilte Ireland, September 2021. Fáilte Ireland consumer research, July 2021.
Imagery for the shoulder season You’ll find plenty of free downloadable imagery on Ireland’s Content Pool to use in your marketing activities. You can refresh your website, emails and social media with images you can download for free. Simply search for ‘Keep Discovering’ when you’ve logged into the Content Pool and they’ll appear. There’s been over 2,000 new images added during summer 2021.
GOOD TO KNOW
If you don’t already have an account for Ireland’s Content Pool set up your free account now for access to 1000s of images and videos.
TOP TIP
What should you look for when choosing photos? Check out page 11 of the Keep Discovering toolkit for the three tips to follow.
How to access free photos and video 1) Just log on to Ireland’s Content Pool. 2) If you don’t have an account, it’s easy to set one up, follow the instructions on screen. 3) Once you log in you can search easily by place, county, including video and industry category. 4) For example to find the Keep Discovering campaign collection, just enter Keep Discovering in the search bar and all campaign imagery will appear. 5) You can also search on the main home page in a number of ways. For example; click on All Counties and select Donegal to find images for Donegal and you will see 1400+ results. 6) Click into the image or video and download by clicking the options on the right. 7) You can run more granular searches for specific places by typing into the search box. 8) Click the red Reset to remove all the filters and run a new search.
Get access to lots of incredible autumn winter imagery on Ireland’s Content Pool. Download the free assets and refresh your website for the upcoming shoulder season.
LOUGH BOORA DISCOVERY PARK, CO OFFALY
SLIABH LIAG, CO DONEGAL
SUNRISE OVER DALKEY ISLAND FROM DILLONS PARK, DUBLIN
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New Free Assets for Autumn/Winter
New free assets and how to use them As we move from summer to autumn, now is the right time to update your social channels ahead of the autumn/ winter season. Entice visitors to book in with your business by combining exciting copy with our customisable suite of assets.
County Content We’ll have new campaign videos for these counties going live on TV on these dates. You’ll be able to download the videos from this Toolkit and share it on your own social media on the dates below. Mon 13th September: Mayo Tues 14th September: Sligo Weds 15th September: Waterford
ROCK CLIMBING AT RUSSBOROUGH HOUSE, CO WICKLOW
Thurs 16th September: Kerry Fri 17th September: Galway Mon 20th September: Cork Tue 21st September: Wexford Wed 22nd September: Clare Thurs 23rd September: Kilkenny Fri 24th September: Donegal You can also use the national and regional Keep Discovering campaign videos on page 12 and 13 in the ‘Reaching More Visitors’ Keep Discovering toolkit.
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KEEP DISCOVERING | CONVERTING MORE VISITORS
GOOD TO KNOW
Did you know there are lots of free assets ready and waiting for you to download? Check out our Keep Discovering Giphys and bring your Instagram Stories to life. We also have social banners that you can use to update some of your social platforms including Facebook and YouTube.
Website and email copy
We love when you tag us
1. Templated copy to use on your website
Don’t forget to tag us when you share the videos and use #KeepDiscovering. You can click on the social account links to follow us and feel free to share and repost content from our social channels.
@discoverireland.ie @discoverireland.ie @discoverirl @discoverirelanddotie @discoverireland.ie #discoverireland
@visitdublin @visitdublin @visitdublin
2. Email copy to use in your email/newsletter From: Boutique Hotel and Spa
@visitdublin #lovedublin
®
Subject: Your Autumn Adventure is closer than you think!
@thewildatlanticway
COMPANY LOGO HERE
@irelandswaw @wildatlanticway
TOP TIP
For more expert tips on email marketing, see our Email Marketing Toolkit. Learn how savvy emails can help you increase bookings.
@wildatlanticway #wildatlanticway
@irelandsancienteast @irelandsancienteast
Welcome to your next adventure
@ancienteastirl
It’s time to treat yourself this autumn/winter. Book a few days off work and put your out of office on so you can truly relax and chill out. We have lots of great deals and offers right now so make the most of it and get planning.
@irelandsancienteast #irelandsancienteast
Walking weekends, outdoor experiences, coastal breaks, and romantic getaways – where will your next adventure take you?
@irelandshiddenheartlands @irelandshiddenheartlands Boutique Hotel & Spa, Latin Quarter, Galway, Ireland. H91 0000 +353 91 000 000 • reservations@boutique-hotel.ie UNSUBSCRIBE | PRIVACY POLICY
@heartlandsirl @discoverirelanddotie #irelandshiddenheartlands
REPLY
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Shoulder Season Social Shareables
Shoulder season social shareables Tell your customers exactly why they should visit your business during the autumn/winter season. We have included a range of value assets that you can use on your social platforms. Give people an incentive to book, choosing some of our copy options and frames. Inspire them to book in for an autumn adventure or a cosy winter break with some motivational posts.
TOP TIP
Check out page 14 of our Keep Discovering toolkit and get the inside scoop on the best (and worst!) times to post on Twitter, Facebook, and Instagram.
Use These Hashtags #KeepDiscovering #DiscoverIreland #WildAtlanticWay #LoveDublin #IrelandsAncientEast #IrelandsHiddenHeartlands
GOOD TO KNOW
Discover free, easy to follow tools like Canva, Easil and Crello. Upload our social assets, add your text, and start posting. Go one step further and do up a social calendar, monitoring your posts so you can note observations and apply learnings.
Free tool for making your own social posts with the branded frames Watch how to use this free tool Canva for making your own social posts with the branded frames.
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KEEP DISCOVERING | CONVERTING MORE VISITORS
Value social posts and frames Check out the following ready to go social media posts and frames all branded for the Keep Discovering campaign. You can also download frames branded for your local regional experience brand. Two nights for one
Pet friendly
Three nights for two
Mid-week breaks
Kids go free
Book early
Kids Club
Over 55+ specials
10% off
Get the family together
20% off
Girls’ reunion
Free
Friends’ reunion
Book now
Special group deals
Free cancellation
Great autumn deals
Outdoor dining
Great winter deals
Romantic breaks
Bank holiday deals
Social media posts
Keep Discovering Frames
Ireland’s Ancient East Frames
Visit Dublin Frames
Wild Atlantic Way Frames
Ireland’s Hidden Heartlands Frames
Inspirational social posts and frames Check out the following ready to go social media posts and templates all branded for the Keep Discovering campaign. Visit us this autumn Say hello this autumn
Discover your perfect winter break
Make more memories
Enjoy a break to remember
So many things to see and do here
And breathe
Feeling alive
Put your ‘Out of Office’ on
More adventures this way
Enjoy a break from work
Plan your great Irish escape
Take some time out
Time to take a breath
Annual leave time
Make the most of autumn
Make every day off count
Social media posts
Keep Discovering Frames
Ireland’s Ancient East Frames
Visit Dublin Frames
Wild Atlantic Way Frames
Ireland’s Hidden Heartlands Frames
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Your Shoulder Season Checklist
Autumn/Winter Action Plan – 7 things on your shoulder season checklist 1
Refresh your look - access incredible autumn winter imagery on Ireland’s Content Pool, download free images to update your website (see page 4/5).
2
Revitalise your message - update your website copy too, there’s sample text on page 6/7.
3
Make the most of your email marketing – use the sample copy on page 6/7 and access our in-depth best practice advice email marketing guide here.
4
Download and share the love – where relevant, engage your audience with the new county campaign videos. Find them on page 7 and share on your social media and on your website.
5
Stay social – use the #KeepDiscovering hashtag and remember to tag us (see page 6).
6
Highlight your offers, value promotions and drive bookings - there’s lots of new, free, easy to use social shareables on page 8/9.
7
Review the original Keep Discovering Toolkit and see if you’re making the most of all the free assets included there too.
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KEEP DISCOVERING | CONVERTING MORE VISITORS
Sales Campaign Support Guide Get detailed information on our latest recovery initiative to help rebuild and reboot the tourism and hospitality industry. We’re collaborating with partners including Expedia, Tripadvisor, The Taste and Pigsback to reach 10 million consumers, offering your business the opportunity to win new customers. Maximise bookings with step-by-step guides, key information and useful contacts for extra support.
Download your copy of the Sales Campaign Support Guide
DON’T MISS OUT – GET HELPFUL TIPS FROM OUR TOOLKITS
Discover our range of informative toolkits packed with great tourism boosting tips including Keep Discovering, Email Marketing, Google My Business and Tourism Careers Recruitment.
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Need more support for your business?
Fáilte Ireland have created an extensive range of business supports with industry experts and sector bodies to guide you through operating your business during COVID-19. These have been developed in consultation with industry experts to meet urgent needs and help your business recover. Visit Fáilte Ireland’s Business Support Hub or click a support suite below. HR
Sales and marketing
Operational performance
Financial planning
Government supports
Operational guidelines
Learning hub
Inside Tourism Business podcast
Our regional experience brand teams are also here to help you. Get in touch with your relevant regional team if you have specific questions.
Miriam Kennedy
Liz Halpin
waw@failteireland.ie
dublin@failteireland.ie
Paddy Mathews
Brian O’Flynn
ihh@failteireland.ie
irelands.ancienteast@failteireland.ie
Head of Wild Atlantic Way
Head of Ireland’s Hidden Heartlands
#KeepDiscovering www.failteireland.ie © FÁILTE IRELAND 2021
Head of Dublin Region
Head of Ireland’s Ancient East