Tourism Ireland / Irland Information
Destinations

Direct-Mail Campaign for Ireland Conference Tours

Each year, Germany’s 500 largest companies set aside budgets for the purpose of meetings, incentive trips, conventions and events that run into millions. It is therefore no surprise that the level of competition directed at the administrators of these budgets is very high. In addition to these 500 names and addresses, there exists another target group for conference tourism to Ireland: companies with headquarters or subsidiaries in Ireland.
Now, these decision-makers are to be addressed directly with the help of an unusual direct mailing. With this campaign, Ireland wanted to clearly stand out in both form and content against the regular “daily mail”.

The mailing was to be designed as to:
  • create a lasting positive impression with the recipient
  • convey the fact that conferences held in Ireland are far from bland
  • offer the recipient definite quotes and contacts


Creative realisation

We are used to an image of business travel that traditionally revolves around the uniformly tailored business suit of the same subdued colour scheme. In contrast, the Irish, unlike the reserved Britons, are a people who enjoy life to the full, forever extending their hospitality. Similarly, the local conference facilities including many stately homes, castles and mansions differ greatly from what competitors have on offer.
The noble, unconventionally patterned Tweed jacket of an Irish squire seemed to lend itself to the task of representing Ireland. As soon as the recipient of the mailing “unbuttons” the jacket, he not only finds further information in its side pockets, but also has a first-hand experience of what the Irish are most famous for: “Craic” – their sense of lighthearted fun. Surely conferences are there to provide an opportunity to meet and get to know one another?


Target group specific
  • Offers tailored around the requirements of the target group
  • Direct contact with providers
  • Response card back to Tourist Board
  • High-quality give-away
  • Additional give-away for actual bookings


Result/Effectiveness

1. When asked in telephone interviews 2 weeks after dispatch of the mailings, 95% of recipients remembered the mailing immediately.
2. All apart from one interviewee stated that the mailing has brought Ireland to their attention as a premier conference destination in a very likeable manner.
3. Well over half of the interviewees were likely to take Ireland into consideration when planning their next incentive trip.
4. Furthermore, the telephone interviews revealed that those questioned would turn to local Irish service providers almost exclusively for more information.
5. Response: The target group had the choice to either contact service providers directly or to obtain further information from the Tourist Board. Almost all of the responses went to local service providers.




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