Munster Vales

Rock of Cashel

Marketing Plan The Process?

• Market Research• Fáilte Ireland, Tourism Ireland, Ireland’s Ancient East• County Strategies – Waterford, Cork and Tipperary• Regional Strategies – Munster Vales Feasibility Study & Ballyhoura

• Workshops in Cahir, Bruff & Dungarvan

Lough Gur

• Market Analysis• Key Markets – Domestic, UK, Germany with US & France• Market Segments

• Domestic – Walkers, Cyclists, Over 55s, Connected Families, Footloose Socialisers

• Overseas - Culturally Curious, Great Escapers

The Workshops

• Munster Vales and Ireland’s Ancient East proposal• Get to know each other• Their Destinations & Munster Vales • Packages, Bundles & Itineraries• Favourite Visitor Attractions• Hidden Gems • Great local stories• Creating ‘wow’ Itineraries to sell their story, experiences, attractions &

Munster Vales

Well over 50% of all the information contained in the final 3 proposed ‘BigWin’ Visitor Experience Bundles originated from the itineraries,suggestions, information and stories gathered from attendees

Key Overseas Markets

What Do They Like To Do?

Lough Gur

Key Influencers?

Lough Gur

Our Domestic Market

Lough Gur

Ireland’s Ancient East?

Priority Global Customer Segments?Culturally Curious & Great Escapers

Target Sales Message?• 5,000 years of European history in a compact, accessible area• Stories told by the greatest storytellers in the world• It’s easy to take it all in » To go at your own pace• To dip in or delve in » To meet great people• And to enjoy unique and diverse places that have inspired for thousands of years

Lough Gur

Priority Markets?• Great Britain & North America • Germany & France

Munster Vales Key Markets?

• Domestic Market – Full direct access & travel practically all year round

• Great Britain – our largest source of overseas visitors. Key access – Rosslare, Dublin Ports, Waterford, Cork & Shannon Airports

• Germany – our largest Mainland Europe market. Key access -Waterford (onward connections through London Luton), Cork, Kerry, Shannon & Dublin Airports

Lough Gur

• France – our second largest Mainland Europe market. Ports Cork & Rosslare & Cork, Shannon, Waterford (connections through London Luton) & Dublin

• US – key with diaspora links and are avid touring visitors

Domestic Market Segments?

Domestic: Walkers, Cyclists, Over 55s, Footloose Socialisers & Connected Families

• Walkers: Mountaineering Ireland’s membership (2015 ) numbered 11,500, with 184 clubs and 1,400 individual members

• Cyclists: Since 2009, membership of Cycling Ireland has grown from 5,600 to 23,000 in 2014. Clubs grown from 174 to 398

Lough Gur

Footloose Socialisers:• Authentic & interesting surroundings• Go off the beaten track, meet the locals & get under the skin• Good food & drink; Interested in the history & cultureConnected Families: create family memories that remind them of their own childhood

• Over 55s: Active Retirement Ireland (ARI) membership of over 24,500 - 550 local associations. Growth of 30% in 4 years

Culturally Curious

• What are they most likely to be seen doing?• Exploring small towns & villages, experiencing history &

culture simultaneously• Exploring landscapes – Megalithic or early Christian relics• In castles, gardens, museums, country houses & art

galleries• UNESCO sites, visitor centres, browsing for books to

deepen their experience• Enjoying good food & wine, particularly local specialities• Unique local festivals &and events• Walking, cycling or pleasure boating to explore a new place• Talking to locals to get a different take on the story of a

place

Overseas Market Segments?

Overseas Market Segments?

Great Escapers

What are they most likely to be seen doing?

• Enjoying the beauty of breath-taking landscapes• Visiting the coastline • Exploring remote & exciting landscape through

walking or cycling• Standing together on the top of a mountain or cliff• Visiting a castle or landmark• Enjoying relaxing meals with local produce or a lovely

evening in an authentic pub

Where & How Do We Market the Munster Vales?

3 Year Marketing Plan

Start on Our Doorstep with You!• Become a part of the Munster Vales Identity – promote MV LOGO

on your Traditional & Digital marketing • Use the BUNDLES & Itineraries in your Marketing Materials e.g.

Websites, Enquiry Responses, Email signatures, Brochures, Social Media, Promotions

• CREATE YOUR OWN and modify the MVs Bundles & Itineraries to suit your business and add to Munster Vales

• PROMOTE IT to your families, neighbours, guests, trade, press –Talk it up!

• CLUSTERING of Experiences within your Destination • Get people to STAY in your area and the Munster Vales – longer

dwell time

Marketing Plan Core Elements

Rock of Cashel, Tipperary

Direct Marketing Tour Operators

Advertising Sponsorship

Marketing Materials

Domestic MediaPromotions Digital PR

Rock of Cashel, Tipperary

Website Tourism Content –Photos, Text & More PR & Media

Brochure's Maps

Identity AwarenessPromotion

Social Media

Outline Action Plan Year 1

Visitor Experience ItinerariesPotential National Benchmark for

Irelands Ancient East

Tourist want Unique, Interesting & Authentic Local Experiences

Tourist Want Stories & Hidden Gems and Local Recommendations

Lough Gur

Tourists need your valuable Local Knowledge to inspire them

Weave Stories into a set of Itineraries

Comeragh

GalteeKnockmealdown

Slievenamon

1st Workshop

2nd Workshop

USP’s / Theme

Experiences

Stories

History

Heritage

Walking

Cycling

Driving

FoodHidden Gems

1st Set for Year 1

Process of BuildingVisitor Experience Itineraries

ComeraghBALLYHOURA

3rd Workshop

Workshop's

Research

Statistics

I A E

Steering Grp.

INPUT

Visitor Experience ItinerariesPotential National Benchmark for

Irelands Ancient East

Adopt and Promote these 1st x3 Bundles & partner with other Businesses

Big Opportunity: Munster Vales & Ireland's Ancient East can then help you with marketing and promotion –

‘piggyback’

Lough Gur

Inclusive, not Exclusive – Drafts purposefully contain too many places to visit each day

Keep Story/Theme - modify to suit you! adapt itineraries to feature your business

Galtee

BALLYHOURA

Slievenamon

Seefin Mountain

Seat of Finn

Seat of Fionn mac Cumhaill

In the footsteps of the Fianna

Seefin Mountain

Story of Fionn and Grainne

Mountain of the Women

GlenosheenValley of Oisín

Comeragh

Seefin Mountain

Weave Stories into an Itinerary

Nagle

Seefin Mountain

Munster Vales Experiences‘In the Footsteps of the Fianna’

Buttevant

Day 1

Day 2

Kilmallock

Kilfinnane

Mitchelstown

Day 3

Tipperary

Galtee Mtns.

Ballyhoura Mtns.

Charleville

Lough Gur

Bruff

Galtymore

Mitchelstown Caves

Doneraile NP

Glen of Aherlow

Ballyhass Lakes

Bansha

‘In the Footsteps of the Fianna’

Buttevant

Day 1

Day 2

Kilmallock

Kilfinnane

Mitchelstown

Day 3

Tipperary

Galtee Mtns.

Ballyhoura Mtns.

Charleville

Lough Gur

Bruff

Galtymore

Mitchelstown Caves

Doneraile NP

Glen of Aherlow

Ballyhass Lakes

Bansha

Fermoy

Castletownroche

Castles from Wave to Vale

Weave Stories into an Itinerary

Munster Vales Experiences‘Castles from Wave to Vale’

Day 1

Day 2

Dungarvan

Clogheen

Day 3

Rock of Cashel

Copper Coast Geopark

Cahir Castle

Waterford

Slievenamon Mtn

Ormonde Castle

Curraghmore

Fethard Walled Town

Carrick-on-Suir

Clonmel

Comeragh Mtns

Galtee Mtns

Knockmealdown MtnsNire Valley

The Vee

Lismore Castle

Dungarvan Castle

Mahon Falls

Cashel

Coumshingaun Lake

Munster Vales Experiences‘St. Declans Way Pilgrim Trail’

Day 1

Day 2Cloghee

n

Day 3

Rock of Cashel

Cahir Castle

Rath na Drinne

Clonmel

Comeragh Mtns

Galtee Mtns

Knockmealdown Mtns

Nire Valley

The Vee

Lismore Castle

Swiss Cottage

Cappoquin

Mitchelstown

Mitchelstown Cave

Galtymore (919m)

Boat Trips

Mountains & Walking Areas

Popular Beaches and WatersportsOther Scenic Drives and Mountain Passes

Irelands Ancient East Discovery Point Scenic Day Drives Driving DistancesDublin to Cashel = 170km/1.75 hrsRosslare to Dungarvan = 115km /1.5hrsCork to Fermoy = 40km/0.5 hrsLimerick to Lough Gur = 20km/0.5 hrsMallow to Carrick-on-suir = 100km/1.5hrLough Gut to Dungarvan = 100km/1.5hrs

LismoreCappoquin

Lismore Castle

Lough Gur

Ballyhoura Mtns

N25

N24

N72N72

Dungarvan

Galtee Mtns

Tipperary

Kilmallock

ClonmelCahir Castle

Bruff

Fethard Walled Town

Carrick-on-suir

Buttevant

Charleville

Mallow

Lisvarriane

Nire ValleyClogheen

Kilfinnane

Glen of Aherlow

Fermoy

Nagle Mtns

Knockmealdown Mtns

Comeragh Mtns

Slievenamon Mtn

M8

Slievenamuck Mtns

Rock of Cashel

The Vee

Ballymacarbry

Places of Interest

Copper Coast Drive

Doneraile NP

Old Ways Museum

Scenic View points

Loop Walk Start Points (approx)

Waymarked Walks

M8 Motorway

LIMERICK

KILLARNEY

CORK

St Declans Way (100km)Ballyhoura Way (90km) part of Beara Breifne Way (500km) Multeen Way (23km) part of Beara Breifne Way (500km)East Munster Way (75km) part of E8 European Route Avondhu Way (95km) part of Blackwater Way and E8South Leinster Way (105km) and part of E8Tipperary Heritage Way (56km)Deise Greenway (25km) Dungarvan (Open Aug 2016)Butler Trail Greenway E8 European Walk from Cork to Istanbul (5000km)Beara Breifne Way from Cork to Cavan (500km)

Mount Melleray

Swiss CottageOrmonde

Castle

Curraghmore House & Gardens

Mahon Falls & Magic Road

Coumshingaun Lake

Hore Abbey

N24

N24

N74

N24

N20

N20

N20

N72N72

M8

N76

N73

N73

Mountain Bike Trails

Deise Greenway

Castletownroche

R665R670

R668

Ardfinnan

R665

Giants Grave

St. Patricks

Well

Rath Na Drinne

Labbacallee Wedge Tomb

Knockgraffon Motte

Comeragh Drive - 115km (70miles)Butler Trail - 95km (60miles)Copper Coast Drive - 165km (100miles) Suir Valley Drive – 130km (80miles)Glen of Aherlow Loop – 95km (60miles)The Vee Drive - 80km (50miles)Ballyhoura Drive - 125km (75miles)Sli Finn Drive – 30km (20miles)Golden Vale Drive – 112km (70miles)

Ardpatrick Round Tower

Kildorrery

Knocklong

Driving Distances

Ballylanders

Griston Bog

Nano Nagle Centre

Multeen Way

Tipperary Heritage

Way

St. Declans Way

South Leinster

WayButler Trail

St. Declans Way

Avondhu Way

Avondhu Way

WAYMARKED WALKING ROUTES

DRIVING & CYCLING ROUTES

Comeragh Drive - 115km (70miles)Butler Trail - 95km (60miles)Copper Coast Drive - 165km (100miles) Suir Valley Drive – 130km (80miles)Glen of Aherlow Loop – 95km (60miles)The Vee Drive - 80km (50miles)Ballyhoura Drive - 125km (75miles)Sli Finn Drive – 30km (20miles)Golden Vale Drive – 112km (70miles)

Lismore Castle

Lough Gur Rock of Cashel

Copper Coast Drive

Ballyhoura Mtns

Galtee Mtns

Nagle Mtns

Knockmealdown Mtns

Comeragh Mtns

Slievenamon MtnSlievenamuck Mtns

Thank You Brian & Caroline & Munster Vales