Tourism Developments and Strategic alliances for Kilkenny 2006

Kilkenny Tourism focused on implementing "Kilkenny Tourism and Development strategy, 2006-2011 Linking Old and New, City and County", during 2006. Kilkenny Tourism have retained Welcome Marketing Consulting to assist them implement the strategy going forward. To date the strategy has been revived and updated in the Current Tourism Marketing Plan for the County.

The practical approach focused on implementation and co-operative marketing with the Hotels, B&B's and Guest Houses, Crafts, Festival and Events and Heritage cooperative marketing groups. Support from The Local Authorities, Chamber of Commerce and Failte Ireland were harnessed to assist in the delivery of the strategy to date.

The Revised Board of Kilkenny Tourism has agreed a monthly update per sector to ensure regular feedback and communication between the sectors and their representatives on the Board of Kilkenny Tourism.

The Board of Kilkenny Tourism agreed to establish a number of working subcommittees. These include PR, membership and fundraising to assist the Executive and to empower the Directors.

The Integrated Marketing Communications campaign was aired in Spring and Autumn 2006. The aim was to promote Kilkenny as quality destination that offered Value for Money. The media used included:

• TV
• Radio - National and Local
• Print media - Journals, newspapers and brochures( all promotional collateral)
• Dart card advertising
• Online advertising - web and ezine

 

An online "What's on for Christmas in Kilkenny" was also launched in 2006

The Kilkenny Identity was reviewed in line with current market position and it was agreed that it needed to be updated. The new contemporary image was adopted by the Board of Kilkenny Tourism and Kilkenny Local Authorities in November 2006.

Welcome Signage was designed and locations agreed for 12 main towns and villages in Kilkenny. Kilkenny Tourism undertook this project with the assistance of Kilkenny Local Authorities and BNS LEADER.

Kilkenny Tourism were successful in their application for funding from Failte Ireland for "Promotion and Marketing" which contributed to the domestic tourism campaigns.

kilkennytourism.ie web site was restructured to fall within the kilkenny.ie portal, resulting in a 70% increase in traffic visiting the Kilkenny Tourism website. Key areas of information requested included accommodation and entertainment. Based on the evidence and web statistics provided, Kilkenny Tourism can offer a more focused programme offering to its clients.