Tourism Ireland / Irland Information
Destinations

Ireland Folding Map

How can I reach my target group? Where can I find it? How can I get my message home? These questions at the centre of every marketing concept become more important, the smaller and more specific the target group to be addressed – and the more limited the available budget.

Ireland is a country which lends itself to coach tours: short distances allow for shorter trips, its spectacular scenery makes for exciting entertainment along the way, and there are numerous attractions spread all over the island.
In order to provide an incentive for offering trips to Ireland, the Irish National Tourist Board targets German tour operators for group, package and coach trips directly with relevant advertising measures and offers of information.
For the main part, the relatively small target group in question is made up of the 50+ age group; from experience, this group is accessible through print ads and printed information material rather than via the Internet (although Internet usage is on the increase for this group). The main source of information for this target group consists of various trade titles.



Target group:
Package tour operators, group and coach tour operators and planners

Task:
The aim was to conceive and design a print object, which had to be practical, informative and could be posted at low cost. This information medium should serve to introduce Ireland to group and coach operators and the remaining trade as an ideal destination for group travel. This new info medium was to be advertised in various trade magazines for coach operators.

Solution:
We devised a pull-out map (open format: 41 x 41 cm) which, when folded (20.5 x 10.3 cm), could be sent at low cost by bulk mail.
On the inside, a map of Ireland suggests selected coach tours and the most spectacular sites. On the outside, USPs, insider tips for coach operators, contacts as well as a brief description of additional offers by Tourism Ireland are presented in a clear manner.
The same image as appeared on the cover of the pull-out was also used for the ads in trade magazines prompting readers to order the folding map and take advantage of further offers of information by the Tourist Board.



Results:
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