1. Celia Opperman – Georgia Hulse – Teigan Kozina – Marc Ohlmus – Jack Turnbull Discover Dundalk Global virtual project

2. Introduction Global WIL project a collaboration between Australia, Ireland and America Will be presenting team Australia’s efforts today Focus is on increasing tourism in border town of Dundalk by targeting specified audiences and looking for gaps in the market Campaign will be presented to the Dundalk tourism board Celia Opperman – Georgia Hulse – Teigan Kozina – Marc Ohlmus – Jack Turnbull

3. Target Audience Demographics & Psychographics 44+ years old Both genders Retirees Leisure travellers Corporate employees “Foodies” Culturally curious Celia Opperman – Georgia Hulse – Teigan Kozina – Marc Ohlmus – Jack Turnbull

4. Communication Plan Message Discover Dundalk’s culinary delights Discover Dundalk’s getaway Discover Dundalk’s business prospects Slogan repetition The word discover Theme Sophistication Maturity To fulfil current market gaps Celia Opperman – Georgia Hulse – Teigan Kozina – Marc Ohlmus – Jack Turnbull

5. Creative Ideas Discover Dundalk’s culinary delights Culinary delights festival (beer & food) Discover Dundalk’s business prospects Business conference

6. Culinary Festival Who -45+ year mature travelers -interested in experiencing Irish culture, food & wine Why Discover Ireland’s culinary culture & fresh food produce in Dundalk. Where Town centre of Dundalk (Main St, Dundalk stadium, restaurants) When Saturday 1 st August- Monday 3 rd August (National bank holiday ) How - Partner with Board Bia  ‘bring the taste of Irish food to more tables worldwide’  Origin Green (sustainability) -Famous chefs as festival ambassadors Celia Opperman – Georgia Hulse – Teigan Kozina – Marc Ohlmus – Jack Turnbull

7. Culinary Festival Who will be involved? chefs restaurants bars breweries bakeries eateries farmers food stores food & beer critics What’s on offer? pop up restaurants market food stalls cooking classes cooking demonstrations brew tastings Irish food tasting cooking classes Traditional Irish cuisine Special events in Dundalk cafes/bars Celia Opperman – Georgia Hulse – Teigan Kozina – Marc Ohlmus – Jack Turnbull

8. Business conference What - 3 day business conference - showcase the potential business opportunities in Dundalk & surrounding areas -Entice businesses to start-up or develop in Dundalk or surrounding region Who- Local businesses -National businesses -International businesses -Entrepreneuers Why- Dundalk in the middle of Dundalk and Belfast (central) -Less competitive & financial benefits Where- Large hotel in Dundalk (with conference & reception facilities) -Dundalk Institute of Technology When- Wednesday 29 th -Friday 31 st July Celia Opperman – Georgia Hulse – Teigan Kozina – Marc Ohlmus – Jack Turnbull

9. Business conference What’s on offer? Guest speakers -government bodies -local businesses -local success stories -International business people with businesses in Ireland Discussions -business opportunities within Dundalk i.e. franchises, partnerships and shareholders -building your business abroad Social events -Dinner/cocktail nights -networking opportunities Post-conference  Gourmet Festival.

10. Tactics Public Relations ‘Discover Dundalk’ campaign Social media Press releases VIP night Travel sites i.e. Tripadvisor, Hostelworld, Fodor’s travel/Lonely Planet. Search engine optimization Celia Opperman – Georgia Hulse – Teigan Kozina – Marc Ohlmus – Jack Turnbull

11. Tactics Media/Advertising Outdoor advertising Transit related advertising Print advertising Celia Opperman – Georgia Hulse – Teigan Kozina – Marc Ohlmus – Jack Turnbull

12. Tactics Direct marketing Email “blasts” i.e. database, Bord Bia, Tourism Ireland, other relevant partnerships Celia Opperman – Georgia Hulse – Teigan Kozina – Marc Ohlmus – Jack Turnbull

13. Budget Celia Opperman – Georgia Hulse – Teigan Kozina – Marc Ohlmus – Jack Turnbull

14. Timeline Celia Opperman – Georgia Hulse – Teigan Kozina – Marc Ohlmus – Jack Turnbull

15. Recommendations Dundalk should work to establish itself as a culinary destination Forbes magazine has rated Ireland as the number one country for business, a fact Dundalk should capitalize on The area should actively promote itself as a weekend getaway destination The area should publicize itself as a “base camp” due to its ideal location between Dublin and Belfast Celia Opperman – Georgia Hulse – Teigan Kozina – Marc Ohlmus – Jack Turnbull

16. Thank you, questions? Celia Opperman – Georgia Hulse – Teigan Kozina – Marc Ohlmus – Jack Turnbull