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