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2019 Germany - Island of Ireland Industry Partnership Programme


Contact Kristina Gauges

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Activity Type

Co-operative marketing activity

Suitable for

Accommodation groups and associations, Outdoor activity providers / Wellness, Attraction groups and associations, Transport - Car hire & Coach hire, Individual attractions, Tourism networks


From: 01/01/2019 To: 31/12/2019

For more info

, Tourism Ireland Germany.

German market overview:

Germany is the island of Ireland’s most important, non-English speaking market in terms of visitors, holidaymakers and revenue. 30% of Germans are repeat visitors and with an average length of stay of 8.3 nights, German holidaymakers stay longer than any other holidaymakers.

The themes “Living Historical stories” and “Active in Nature” will underpin all of our brand messaging and motivation to travel. “Awaken the senses” will deliver the tone of voice and atmosphere in all of our campaigns.

The campaign:
Tourism Ireland will run co-operative campaigns with island of Ireland industry partners in 2019 that will drive direct bookings and business to the island of Ireland.

These campaigns will drive traffic to the Irish partner’s website or alternatively Tourism Ireland can create a hub page on reflecting the look & feel of the joint campaign.

All campaigns must include an Island of Ireland (or region/city) destination message and branding + partner message - ´Explore Ireland/Dublin/Belfast.... from....’.

Partners should contact Tourism Ireland for discussion, agreement and approval of co-operative advertising activity.

Once approved Tourism Ireland will match up to 50% of the total investment in the activity. Objectives of the activity must be in line with Tourism Ireland strategic objectives and the objective of the activity must be agreed upfront. A written record of these objectives must be signed by representatives of both Tourism Ireland and the partner, in advance of activity going live. A copy of the media plan must also be checked and approved by Tourism Ireland’s media agency. Partners also need to agree to Tourism Ireland tagging on all digital assets for internal reporting purposes. The Tourism Ireland investment is inclusive of VAT. 

A full measurement evaluation of activity must also be provided by the partner at the end of the activity showing the following:

- Results achieved vs. objective
- Commercial benefit, where possible
- Full auditable proof, media plans, invoicing, etc. for total activity spend

As per Tourism Ireland corporate strategy all campaigns are meant to either push shoulder/off season or regional dispersion to avoid overtourism in peak season.