1. Dublin, Ireland Dana Schlosser Nicole Blom Laura Sinopoli Victoria Shaw Cheyenne Lipski Discover the Luck of the Irish

2. Mission Statement At the Tourism Board of Dublin, our mission is to expand the Irish culture to travelers around the world by offering prestige and superior quality service is the most luxurious way.

3. Competitors London and Dublin Attraction Comparison London AttractionsDublin Attractions St. Paul’s CathedralSt. Patrick Cathedral London ZooDublin Zoo Museum of LondonNational Museum of Dublin Hyde ParkSt. Stephen’s Garden AttractionOversea Visits a Year Dublin Zoo1,000,000 St. Patrick Cathedral362,000 The National Gallery of Ireland624,412 Book of Kells524,119 National Botanic Garden501,000 National Museum of Ireland (Archeology)402,582 Irish Museum of Modern Art362,000 National Museum of Ireland (Decorative Arts & History295,488 Chester Betty Library247,729 Edinburgh Scotland London, England

4. Demographics: Couples (41% of travelers) 35+ (44% of travelers) Geographic : European (80% of travelers) North America (15% of travelers) Winter (39% of travelers) Summer (34% of travelers) Psychographics : Professions: 1.White Collar 2.Managerial 3.Skilled Worker Reason to Travel: 1.Holiday 2.VFR’s 3.Business Benefits: 1. Desire friendly and hospitable people 2. Desire interesting history and culture 3. Desire natural attractions Behavioral: 62% of travelers are first time users 35% of travelers are repeat visitors Low users (Less than 5 days) Heavy users (More than 10 days) #1 Activity: Hiking & Cross Country Walking

5. Goals  Increase inbound tourism  Increase recognition  Develop brand  Increase North American Tourists by 10%  Increase advertising awareness by 25%  Conduct recall tests and primary surveys Objectives

6. Primary Target Market Demographic Segmentation Retired (55+) ”Empty Nesters” Highly educated Money is from savings and pension Geographic Segmentation North American Consumer Estimated Populations of 2012 : Canada:34,880,491 United States: 313,914,040

7. Psychographic Segmentation Upper Class individuals with a higher education Healthy retired individuals Attracted to soft adventure Benefit Segmentation Rekindle feelings for their partner. Luxury trip where individuals expects a great deal of pampering Vacation that is at their convenience Behavior Segmentation Quality is what these individuals are interested in Price is not a problem Individuals wants to participate in activities

8. Positioning Positioning Statement: For mature couples, travelling to Ireland, that want to get the opportunity to feel cultural freedom and an enriched Irish experience. A destination that provides sophistication with each and every aspect. The chance to stay in luxurious castles and golf on exceptional golf courses. Feel welcome in the culture and experience the difference Ireland has to offer that the UK does not. Product Differentiation: Unique Culture Large Areas Of Space Ireland is known for its St. Patrick’s Day festivals Competitive Advantage: In Ireland, you have the chance to visit the courses and attractions all in one country.

9. Tactics & Action Plan: Product Strategy CoreTangibleAugmented -Excitement -Relaxation -Discover -Quality of Service -Cleanliness of hotels, transportation, dining rooms and the city itself -Taste of food/beverage -Comfort of the transportation -Brochures/information -Employees attire -Attractions -Everything will have the highest degree of quality, care, and reputation -Weather -Procedures for handling complaints -Local people’s reactions to tourists -Politics -Currency Product Levels Brand Through our brand customers will be able to identify themselves with the Irish culture and wonders. It will have a “home away from home” feeling to benefit our more mature travelers. Our slogan is Escape to your Irish Haven.

10. Packaging Example Our packages consist of the finest hotels, transportation & dining. Our company's intentions are to satisfy the needs of the wealthy with every element we offer.

11. Tactics & Action Plan: Pricing Strategy Distribution Pricing objectives Our pricing objective is to have premium prices to uphold our premium service with everything we advertise & sell. Price Comparison to Competition We will have prestige pricing to position our hotels, dining, and transportation as a luxurious part of the market. Pricing Technique To use the non-competition price comparison method. Type of distribution channel Indirect Intermediaries to be used Travel Agents Tour Wholesales & Operators Outbound Tour Operators Travel Shows Distribution Strategy We aim to focus heavily on television ads and place ads in magazines aimed for older adults.

12. Communication Strategy Brand/Image: Luxury and Sophistication Positive Consumer Attitude Advertisement Recognition Media Plan Magazines: TIME, National Geographic, MacLean's Television Channels: PBS,TVO,CNN Exhibitions and Trade Shows Highest Frequency: March to June Lowest Frequency: July to February Evaluation Recognition Tests Persuasion Tests