P R O M O T I N G D U B L I N A S A W O R L D C L A S S B U S I N E S S D E S T I N A T I O N The Team Overall Objectives of DCB Sales Targets Core Markets/Core Business Communication Internal Training & Resources Agenda

The Team P R O M O T I N G D U B L I N A S A W O R L D C L A S S B U S I N E S S D E S T I N A T I O N Head of Marketing & development for Dublin Tourism Ciara Sugrue Manager-Dublin Convention Bureau Miriam Kennedy Marketing & Development Executive Kiela Brodigan Conference Ambassador Executive Jenny Finegan Marketing & Development Executive Assistant Donna Brogan

P R O M O T I N G D U B L I N A S A W O R L D C L A S S B U S I N E S S D E S T I N A T I O N Objectives of the Dublin Convention Bureau Grow Business Tourism in Dublin from €26m to €80-€100m by 2013 Convert 50% of top leads generated by the Business Tourism unit in Fáilte Ireland Meet demands of both customers and stakeholders Present a cohesive, professional selling unit who are experts in their area and who can consistently add value for DCB members Increase sales activities for the Dublin Convention Bureau Provide regular, clear and transparent communication to the trade on the activities of DCB

Sales Targets (Budget as per 2008) P R O M O T I N G D U B L I N A S A W O R L D C L A S S B U S I N E S S D E S T I N A T I O N To increase revenue from €26m to €80-€100m by 2013 Measurement mechanism being explored by FI in conjunction with DCB

IRELAND Conference & Incentive Corporate Meetings (MICE) Association Conferences Corporate Meetings UK, FRANCE, GERMANY, NORTH AMERICA Target Markets & Business

Association Conferences Irish Market Objectives: To convert 50% of leads from the Business Tourism unit in Fáilte Ireland Seamless and successful execution of the Conference Ambassador Programme Increase level of leads to PCOs for Association and Corporate Conferences and introduce PCOs at an early stage. Convince ambassadors of the professionalism of the Conference and Meetings industry of which the hotels play a key role. Objectives: To convert 50% of leads from the Business Tourism unit in Fáilte Ireland Seamless and successful execution of the Conference Ambassador Programme Increase level of leads to PCOs for Association and Corporate Conferences and introduce PCOs at an early stage. Convince ambassadors of the professionalism of the Conference and Meetings industry of which the hotels play a key role. P R O M O T I N G D U B L I N A S A W O R L D C L A S S B U S I N E S S D E S T I N A T I O N

Activity Outline Irish Market Activity Outline Irish Market P R O M O T I N G D U B L I N A S A W O R L D C L A S S B U S I N E S S D E S T I N A T I O N 6 Meetings per month with potential Conference Ambassadors Creation of structure; image and branding of the Ambassador Programme in conjunction with Fáilte Ireland Promoting awareness of the Programme through advertising and e-marketing.

Corporate Meetings Irish market Objective: To promote awareness among Dublin businesses of the value of Business Tourism and how they can create jobs and directly benefit the economy by bringing their meetings/conferences to Dublin Activity Outline: Active member of Dublin Chamber of Commerce; host breakfast meeting, advertise in CC Magazine Join various networking clubs such as Women in Business, First Tuesday club etc. Objective: To promote awareness among Dublin businesses of the value of Business Tourism and how they can create jobs and directly benefit the economy by bringing their meetings/conferences to Dublin Activity Outline: Active member of Dublin Chamber of Commerce; host breakfast meeting, advertise in CC Magazine Join various networking clubs such as Women in Business, First Tuesday club etc. P R O M O T I N G D U B L I N A S A W O R L D C L A S S B U S I N E S S D E S T I N A T I O N

MICE International Markets Objective: To increase sales activity across the board to include: Attendance at core market Trade fairs-consider 1-2 new trade fairs which are partners do not attend in order to widen network and add value Increased number of sales calls in conjunction with our partners and regional convention bureaux particularly in UK Market Fam Trips: 1-2 assoc conf & MICE conf a year using own data base of clients Objective: To increase sales activity across the board to include: Attendance at core market Trade fairs-consider 1-2 new trade fairs which are partners do not attend in order to widen network and add value Increased number of sales calls in conjunction with our partners and regional convention bureaux particularly in UK Market Fam Trips: 1-2 assoc conf & MICE conf a year using own data base of clients P R O M O T I N G D U B L I N A S A W O R L D C L A S S B U S I N E S S D E S T I N A T I O N

Association Conferences International Markets Objective Smarter use of ICCA Membership Activity Outline Co-ordinate ICCA attendance with the Business Tourism Unit in Fáilte Ireland in order to avoid duplication of efforts and unnecessary expenditure Objective Smarter use of ICCA Membership Activity Outline Co-ordinate ICCA attendance with the Business Tourism Unit in Fáilte Ireland in order to avoid duplication of efforts and unnecessary expenditure P R O M O T I N G D U B L I N A S A W O R L D C L A S S B U S I N E S S D E S T I N A T I O N

Communication TRADE Objectives Open and clear communication with the trade partners Improved tracking system for all enquiries/clients Activity Outline Quarterly breakfast meetings with partners to update everyone on DCB activities. Meeting to include specialist speaker Monthly updates to all members on wins made by DCB in conjunction with partners. TRADE Objectives Open and clear communication with the trade partners Improved tracking system for all enquiries/clients Activity Outline Quarterly breakfast meetings with partners to update everyone on DCB activities. Meeting to include specialist speaker Monthly updates to all members on wins made by DCB in conjunction with partners. P R O M O T I N G D U B L I N A S A W O R L D C L A S S B U S I N E S S D E S T I N A T I O N

Website Objective: To improve the look, feel, content and usability Advertising/Publicity Co-ordinated by Dublin Tourism team Media Visits eZines: Quarterly, tailored to each sector Website Objective: To improve the look, feel, content and usability Advertising/Publicity Co-ordinated by Dublin Tourism team Media Visits eZines: Quarterly, tailored to each sector Communication Cnt’d P R O M O T I N G D U B L I N A S A W O R L D C L A S S B U S I N E S S D E S T I N A T I O N

Local Authorities Demonstrate impact of Business Tourism on Dublin Region’s economy through regular communication updates Six monthly review on progress Focus of DCB to be on City and Region Local Authorities Demonstrate impact of Business Tourism on Dublin Region’s economy through regular communication updates Six monthly review on progress Focus of DCB to be on City and Region Communication Cnt’d P R O M O T I N G D U B L I N A S A W O R L D C L A S S B U S I N E S S D E S T I N A T I O N

Internal Training & Resources Objectives Present a cohesive, professional selling unit who are experts in their area and who can consistently add value for DCB members Work in unison with the Business Tourism Unit in Fáilte Ireland to maximise leads and convert business. To implement a more efficient database in order to track & monitor all enquiries & accounts effectively Objectives Present a cohesive, professional selling unit who are experts in their area and who can consistently add value for DCB members Work in unison with the Business Tourism Unit in Fáilte Ireland to maximise leads and convert business. To implement a more efficient database in order to track & monitor all enquiries & accounts effectively P R O M O T I N G D U B L I N A S A W O R L D C L A S S B U S I N E S S D E S T I N A T I O N

Internal Training & Resources Cnt’d Activity Outline Training session for DCB team in conjunction with AIPCO members and IHF Presentation Skills with Carr communications IGoldmine to be in place by end of February ‘09 Ongoing business process reviews to identify best practice procedures and continual up skilling of team Activity Outline Training session for DCB team in conjunction with AIPCO members and IHF Presentation Skills with Carr communications IGoldmine to be in place by end of February ‘09 Ongoing business process reviews to identify best practice procedures and continual up skilling of team P R O M O T I N G D U B L I N A S A W O R L D C L A S S B U S I N E S S D E S T I N A T I O N