Kilkenny Tourism agree robust plans to override the economic  slowdown

In 2009 the Board of Directors of Kilkenny Tourism agreed a continued co-operative effort for Kilkenny Tourism in 2010. Considering the economy it was agreed to strive to maintain the same level of funding, which is ambitious, but necessary if Kilkenny is to retain and grow its competitive edge. The 2009 plan which focused on a strong co-operative and Integrated Marketing  approach from the Hotels, other sectors and partner agencies was set to continue. Application or funding was made by Welcome Marketing in 2009 and was successful to the tune of €200,000 and was again repeated for 2010 to continue its marketing and PR work.

The four cornerstones of the plan included:
1. Hotels and sector marketing
2. Web development and online marketing
3. Public Relations
4. Funding accessibility

In addition to the above, the plan agreed to deliver additional marketing development work in 2010 to include:

1. Development of the Culture card initiative
2. Development of a GAA package
3. Development of a calendar of Festivals and Events
4. Facilitation of front of house training via familiarisation trips
5. Expansion of markets to include Business Tourism sourced via UK and other overseas Failte Ireland markets where appropriate
6. Development of new markets via hotels and Cillin Hill 'the hub' together with attractions, activities etc

Kilkenny, unlike many other counties is largely dependent on Tourism and the services sector. Heretofore, it has largely positioned itself as a Leisure destination but at the end of 2008 the shift was to reposition Kilkenny as a joint "Business and Leisure Destination". As a result of co-operation between the hotels who all wish to target conferences and incentive business for Kilkenny, the county and city dedicated 2009 to working with Failte Ireland to get acknowledged as a "mid Ireland Business Hub". This objective was achieved and an application for funding to support same was submitted in October 2009. This has since been successful.

All sectors have been targeted to promote and market in line with hotel promotions in particular in the form of packages, online campaigns and giveaways. This will be facilitated by Welcome Marketing for Kilkenny Tourism.

2009 focused on PR for the county and city, sponsorship of product prizes and familiarisation trips within the industry as well as the above.

The Local Authority who sponsor www.kilkenny.ie, the tourism website driving business to the county, dedicated financial support for a new improved and redesigned site for Kilkenny. However this was delayed due to an unforeseen resource issue. Late 2009 this initiative was reviewed and has been rescheduled for the second quarter of 2010. It is hoped to totally overhaul look and feel of the site, improve navigation, content, design and the social networking aspect of the site. Online bookings coming through the Kilkenny site need to be reviewed in line with each hotel policy to ensure maximum return is being achieved, Training will be sought for this also in 2010.

The Public Relations Role for Kilkenny Tourism is to ensure communication is ongoing to both the industry within Kilkenny and to the trade who may be in a position to deliver business into Kilkenny. A new approach will be taken with ezines, email alerts and updates to allow various databases of people to be kept informed of what is going on in Kilkenny regularly.

Welcome Marketing who have assisted Kilkenny to date will continue to attract funds to Tourism on behalf of Kilkenny Tourism, roll out their marketing plan and develop new opportunities for Kilkenny using new product, new partners and new media channels. To date for 2009, €200,000 has been secured for Kilkenny via Failte Ireland, Local Authority contributions and the local Industry. In 2009 Kilkenny 400 added an additional €250,000 into the melting marketing pot for Kilkenny. There was a robust Domestic campaign in 2009 in an attempt to ensure Kilkenny Tourism kept their ranking over a tough twelve months and it reaped the rewards.

2009 Marketing activities included:

• National Radio exposure for Kilkenny.
• PR.
• Reprint and redesign of County Guide, maps, conference brochure.
• Attendance at over 20 consumer shows in 2009 - primarily focusing on the domestic and UK markets.
• Redesign and relaunch of new look website, www.kilkenny.ie.
• Google PPC advertising.
• Personal column advertising - Irish Times, Irish Independent and Evening Herald.
• Sponsorship and competitions National exposure.
• Attendance at Trade shows - Meitheal, Failte Ireland workshops etc.
• Hosting of familiarisation trips aimed at Conference and Leisure markets.
• Working in partnership with Failte Ireland to ensure Kilkenny was positioned as a secondary conference hub for Business Tourism.

The Board of Kilkenny Tourism meet monthly and any suggestions that you wish brought to their attention can be forwarded to info@kilkennytourism.ie

Tourism Developments and Strategic alliances for Kilkenny 2005

Kilkenny Local Authorities, Kilkenny Tourism, Kilkenny Chamber of Commerce & Industry and Kilkenny Vintners funded tourism research for Kilkenny in 2004. Welcome Marketing Consulting were commissioned to prepare the Strategy entitled "Kilkenny Tourism and Development strategy, 2006 - 2011 Linking Old and New, City and County", using the findings of this research. A public consultative approach was undertaken as part of the methodology for designing the future goals and tourism opportunities for Kilkenny . Kilkenny Tourism have retained Welcome Marketing Consulting to assist them implement the strategy going forward.

The practical approach focuses on implementation and co-operative marketing in a sustainable and integrated manner that will allow positive progress for the betterment of tourism in Kilkenny.

Key marketing groups have been established and commitment from the industry has been demonstrated by the formation of the following sectoral marketing groups:

• Kilkenny Hotels
• Kilkenny B&B's
• Kilkenny Vintners
• Kilkenny Self-catering
• Kilkenny Good Food Circle
• Kilkenny Crafts

The Board of Kilkenny Tourismhas undergone a reorganisation and has been reduced from 25 to 16 Directors.

The Board's objectives and its functions have become more focussed on communication with the board and with their respective sectors. It is recommended that subcommittees would be set up within the Board to drive the initiatives. An ongoing review of the Board of Directors has been agreed and the focus will include:

• Communication and PR, within sectors and to members
• Distribution of Info rmation
• Quality referral systems
• Fundraising and Events
• Web development

Function of the new Kilkenny Tourism

The function of the New Kilkenny Tourism is to promote and market Kilkenny city and county as a tourism destination. The method adopted for the promotion will be via co-operative and cluster marketing which will allow for an integrated approach to the enhancement of Kilkenny as a Tourism Destination.

Actions 2005

Marketing Actions that were commenced in 2005 to attract new visitors to Kilkenny included:

• Web marketing
  • Revision and redesign of www.kilkennytourism.ie
  • Email Marketing Campaign - ezine, web marketing campaign for participating groups and visitors to the County.
  • Build on existing databases and develop new databases.
  • Promote special offers, special deals and packages via the ezine.
  • Promote and communicate to Council Members on issues relating Product Development in Rural and City locations.
  • Use email marketing to develop clusters to disperse business to rural locations throughout Kilkenny.

• Design and Execution of the Integrated Marketing Campaign (IMC)
  • The IMC, supported by the leading hotels, the Local Authority and the Chamber of Commerce and Vintners adopted a co-operative marketing approach for the county.

Integrated Marketing Communications Mix (IMC)

It aimed to send one message and was communicated across all media, in a synchronised and sequenced fashion where all participating members are dovetailing and sending the same message about Kilkenny, i.e. "Lots to do, great atmosphere and quality at a reasonable price"

The key message was "KILKENNY" and not hotels or any other specific product sector as this can sometimes lead to "people tuning out". A destination with a feel good factor is always stronger than a specific hotel - even guests staying in the best hotels want to venture out and explore!

Members of Kilkenny Tourism 05/06:

• Sheena McCanny, Chairperson
• Richard Butler
• Monica O'Byrne
• Monica Phelan
• Michael Prendergast
• Tom Maloney
• Elaine Murphy
• Kathleen Leadbetter
• Declan Murphy
• Pat Wallace
• Joe Ledwidge
• James O'Connor
• Declan Rice
• Mike Nolan
• Cllr. Paul Cuddihy
• Cllr. Malcolm Noonan
• Cllr. John Brennan

Tourism Marketing and Developments in a sustainable fashion 2007

Kilkenny Tourism Board of Directors and its members focused on marketing implementation in a sustainable manner in 2007. The hotels and accommodation sector, the restaurant and food producers sector and the Craft and Events sector were particularly active. The Hotels sector collectively worked at promoting Kilkenny as a quality destination to both the leisure and corporate market. Kilkenny Tourism Development strategy, 2006 - 2011 "Linking Old and New, City and County", lays down the guidelines and targets for each year over a five year plan. The hotels in 2007 focused on Web development, ongoing domestic awareness campaigns (via National Radio, TV, Print and Trade Fairs) and Public Relations attached to every event that was associated with Kilkenny Tourism.

One such event included the first 'Kilkenny Food Fest 2007'. Kilkenny is already home to an international comedy festival, a premier arts festival and a rhythm & roots music festival. 2007 saw plans afoot for people to truly savour Kilkenny with the introduction of the city's first food & wine festival. Following the success of initiatives such as 'Taste of Dublin' and 'The Kinsale Gourmet Food Festival', the idea of a food festival in Kilkenny was mooted in Kilkenny hospitality circles for some time. A feasibility study undertaken on behalf of Kilkenny Tourism in late 2006 showed that such an initiative could work in the city. In 2007, a festival committee was established to plan a series of festival events to take place over the October Bank Holiday Weekend and it was a huge success.

Some of the initiatives included chef demonstrations, a county-wide food producers trail and an international food market in the city which offered the opportunity to food and craft producers to display their wares to the weekend visitors.

Executed Marketing Actions 2007 included:

1. Website Advertising

• Sign up to Pay per Click advertising - pilot project 2007.
• Create a web based advertising campaign to generate hits to Kilkenny.ie.
• Create a booking engine on Kilkenny.ie.

1b. E Marketing

• 2 new ezines - 1. to target tour operators with new products in Kilkenny and suggested itineraries and tours of Kilkenny and 2.target consumers with packages and special offers.
• Collect databases for ezines via competitions at consumer promotions.
• Encourage all sectors to submit special offers, package deals and other information to Kilkenny Tourism website and ezines.

2. Sector Marketing - Hotels Marketing Group

To assist with the implementation of the Hotels Marketing Plan:

• Awareness of kilkenny.ie brand by the Hotels Group.
• Attract familiarisation trips to the county in association with Failte Ireland South East Region.
• continue to distribute ezines to promote Kilkenny Hotels. Direct all traffic to Kilkenny.ie/hotels.
• Continue for the 4th year to conduct Kilkenny IMC Media Campaigns (National Radio, TV and Print).
• Attract new events to Kilkenny and bid for large conferences.

3. Kilkenny Tourism Awareness Programme

• Develop an internal PR programme to raise the awareness of what Kilkenny Tourism is actually delivering. This needs to feature locally to profile the level of work being produced by Kilkenny Tourism on behalf of the members it represents.
• Participate on local radio programmes.
• Contribute to Kilkenny People and Kilkenny Voice via press releases.
• Update of "whats happening in Marketing" on ezine/newsletter.

4. Familiarisation Trips

• Develop joint working relationships with Failte Ireland in attracting key familiarisation trips to County Kilkenny.
• Develop working relationships with UK Tourism Ireland market to attract familiarisation trips to Kilkenny.
• Host either a familiarisation trip to a high quality, successful accommodation facility or an evening talk followed by networking to encourage accommodation providers to upgrade their product.
• Work with Kilkenny Hotels Group and with the ITOA to conduct a workshop and familiarisation trip where members can meet with tour operators. On day two, there will be a tour of the County's new and existing products which have been upgraded.

5. Promotions

• Target domestic and overseas consumers with consumer promotions.
• Attend a UK workshop as part of the Kilkenny Hotels group.
• Target conference market in Dublin and UK.

6. Tourist Information and Distribution

• Design and print a new comprehensive 'all in one' Kilkenny County Brochure which will provide an improved presence for Kilkenny Tourism members.
• Continue to distribute information packs, mailshots etc.
• Develop new distribution channels for brochures.

7. Funding / Membership / Fundraising

• Secure new membership from new sectors.
• Ensure that Kilkenny Tourism's current membership base is maintained. Continue to communicate with existing members. Each sector representative must request their members to contribute towards marketing plans.
• Apply for funding to Kilkenny County Council in 2008 estimates prepared in November 2007.
• Host the Golf Classic as a major fundraising event for the company.

8. Communication

• Communicate effectively within Kilkenny County Council about Kilkenny Tourism and its objectives.
• Raise awareness of Kilkenny Tourism and its sectors via media internally and externally.
• Design and print an end of year newsletter to communicate the activities of Kilkenny Tourism to members and councillors.
• Communicate effectively to members and potential members via positive news items in local newspapers.
• Develop new members section on the new www.Kilkennytourism.ie with interesting news items for members. This will be an important asset for members to keep up to date with what's happening in tourism in Kilkenny and beyond.

9. Build upon relationships with key agencies in Kilkenny

• Kilkenny Local Authorities: Work with Planning in relation to signage and product development areas for tourism in Kilkenny.
• Kilkenny Leader/BNS: Work with BNS Leader on Kilkenny branding, attracting new business to Kilkenny in an innovative way.
• Failte Ireland: Work with Failte Ireland.
• Chambers of Commerce: Work jointly with Kilkenny Chamber of Commerce in PR and National advertising campaigns for Kilkenny.