AGM 2013/14 Member Engagement Meeting Wednesday 28 th January 2015

AGM 2013/14 Member Engagement Meeting Wednesday 28 th January 2015 Introduction: Richard O'Rawe - Visit Derry Update 2015 Update on Marketing Activity Corporate Plan & Hunter Report Review Guest Speaker: Jim Roddy CCI - Purple Flag Initiative Guest Speaker: DCC Events Team - City Events 2015 AGENDA

Enterprise Minister, Arlene Foster

AGM 2013/14 Celtic Connections – Glasgow

AGM 2013/14 London Boat Show

AGM 2013/14 Holiday World, Belfast 20,300 attendees

AGM 2013/14 Holiday World, Dublin 40,840 Attendees Testimonial “ I thought the show was great. There was great feedback on Derry too which was great. I feel that the stand was in a great place opposite the coffee shop and on the corner meant that we were well placed for visitors. Personally I have done shows like this before when you feel like you are forcing leaflets on people, but with Holiday world I felt that the visitors were genuinely interested in the offers we were promoting Overall we feel this will generate a good ROI and would absolutely be attending this show again should we have the same opportunity”

AGM 2013/14 Hotelier Meeting Wednesday 28 th January 2015 Digital Marketing Update 125,723Visitderry.com hits 6,288Facebook likes 4,509Twitter Followers 5,643Consumer E-zine Database 2,000January Competition entries

2015 Campaign Calendar

Walled City – Central Hub

Tourism Ireland, Visit Derry & P&O Ferries End of Campaign Report Date: January 2015

Results overall summary P&O Ferries | End of Campaign Report-Tourism Ireland, Visit Derry & P&O Ferries Objectives Timing Audience Raise awareness of Northern Ireland, in particular Derry and the fantastic things to see and do, including events taking place in Autumn. Raise Awareness of P&O Ferries Take a short break to Derry with a strong CTA (bookings) Drive ferry bookings from Cairnryan/ Troon to Larne Increase traffic to campaign landing page with a strong CTA Raise awareness of Northern Ireland, in particular Derry and the fantastic things to see and do, including events taking place in Autumn. Raise Awareness of P&O Ferries Take a short break to Derry with a strong CTA (bookings) Drive ferry bookings from Cairnryan/ Troon to Larne Increase traffic to campaign landing page with a strong CTA Mid September-October Families, couples including empty nesters, groups of friends; culturally curious and those interested in attending events and festivals Budget £32,000 excl. VAT Channels Press Digital display Radio (Added value) Press Digital display Radio (Added value)

Creative: Advertorial 1 P&O Ferries | End of Campaign Report-Tourism Ireland, Visit Derry & P&O Ferries The campaign commenced with the first of two advertorials on 17 th September in the Daily Record, allowing to create deep engagement and spark interest with a high end audience. The advertorial included generic reasons to travel via ferry; reasons to visit Derry including upcoming events and festivals and hotel offers as well as P&O Ferries lead in fare from Scotland..

Display Creative: Messaging and imagery was Derry focused with the last frame a CTA to book the ferry. P&O Ferries | End of Campaign Report-Tourism Ireland, Visit Derry & P&O Ferries

Competition: Pre-promote 17th-19th September/ In Play 20 th & 21st September Mechanic ‘Derry Easy Quiz’ Presenters encouraged listeners to call in if they want to win P&O Ferries trip to Derry; One selected entrant was asked 3 general knowledge questions; If they answered all 3 questions correctly they won the P&O Ferries trip; Prizes Saturday prize: 2 nights B&B plus 1 evening meal for two people in the 4 Star Tower Hotel, Derry Dinner for TWO at Exchange Wine Bar & Restaurant Complimentary Tickets for City sightseeing Bus Tour of Ireland’s only completely walled city Complimentary admission to the award winning Tower Museum/Guildhall and Museum of Free Derry Sunday prize: 2 nights B&B plus 1 evening meal for two people in the 4 start Belfray Country Inn, Derry * Guided tour of Ireland's only completely walled city Bus Tour of Derry with City sightseeing Visits to Tower Museum, Guildhall and Museum of Free Derry Lunch in Badgers Bar & Restaurant P&O Ferries | End of Campaign Report-Tourism Ireland, Visit Derry & P&O Ferries

Campaign landing page Campaign Landing Page included generic reasons to visit Derry including upcoming events and festivals and links to all partner sites. P&O Ferries | End of Campaign Report-Tourism Ireland, Visit Derry & P&O Ferries

Hotel landing page Hotel landing page included hotels (and offers) in the Derry area and a link to respective hotel websites. P&O Ferries | End of Campaign Report-Tourism Ireland, Visit Derry & P&O Ferries

Results cont’d… Format Above are the overall total results delivered for the campaign: CTR target was 0.06% and we achieved 0.05%. Click target was 3,040 & we achieved 2,370 Booking target was 401 & we achieved 335 bookings Revenue goal was £49,999 and we delivered £61K Campaign ROI target was £5.75 and we achieved £7.64

P&O Ferries | End of Campaign Report-Tourism Ireland; Visit Derry & P&O Ferries Summary In summary we are really happy with how the campaign performed, the partners we chose delivered a strong performance which enabled us to deliver 267 bookings above our target Target Results: 800 v Actual Results: 1067 (Press: 672; Display: 335 & 60) Revenue Results: £220,512 (Press: £147,946; Display: £61,002 & £11,564) This campaign was helped by having such a strong creative and a combination of online and offline activity We continue to value our partnership & are very much looking forward to working together on further joint campaigns during 2015

Hotelier Meeting Wednesday 28 th January 2015

Hotelier Meeting Wednesday 28 th January 2015

Hotelier Meeting Wednesday 28 th January 2015

Hotelier Meeting Wednesday 28 th January 2015 Membership 11 new members New opportunities Contact: Maria Mc Dermott

P&O Ferries | Presentation Title | Date