Question

Topic: Strategy

Promotional Strategy For Rural Town

Posted by Ann Sheehy on 1/18/2007 at 4:11 AM ET 250 Points
Hi Colleagues,

I am putting together a strategy to promote a small rural town in Ireland with a view to drawing in people from around the country and abroad for leisure breaks and shopping. The town is well served with good standard accommodation and an excellent variety of shops. I would very much appreciate any advice or experience that you may have gained in doing something similar.

Ann
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RESPONSES

  • Posted by Chris Blackman on 1/18/2007 at 4:37 AM Accepted
    Top of the morning to you, Ann...

    You've almost answered your own question...

    Why would people want to come here?

    Who are the people who would want to come here?

    Once you know the answers it's simply a question of translating the "why" into "what" goes into a promotional statement, and the "who" tells you with whom you need to communicate the statement.

    The toughest part is when, where and how to reach them. Dependent upon budget, I would suggest getting your proposition in front of travel agents through direct mail, using Google Adwords for people searching for your kind of destination on the internet, and a strong web presence that not only showcases the town, but thoroughly underpins the whole value proposition you are trying to communicate.

    Have a competition. Give away a weekend for two (if that's representative of the product) via one of the morning TV programs and get weather broadcasts done from key spots around the town all week.

    How much have you got to spend? Ryanair will paint a B737 with your advertising message for a princely sum. Trouble is, not many eyeballs at 35,000 feet.

    Travel magazines, inflight magazines, travel sections in newspapers in key inbound markets.

    Big signs on approaches to the town, to attract the casual tourist.

    And loads of PR.

    Invent a competition: Kissing the Blarney Stone, Leprechaun Tossing, Guinness Drinking, Longest Irish Stew, naked peat bog wrestling...

    One town in Australia, Ouyen, Victoria, put itself on the map with a vanilla slice bake-off. All the town's bakers and those from surrounding areas competed to produce the best vanilla slice. People drive for hours to taste them. Nothing else to do when you get there, either...

    Hope this helps.

  • Posted by rjohnni on 1/18/2007 at 7:38 AM Accepted
    Is there a USP your VILLIJ can offer?

    'Coz destination branding is an art...and sometimes miracles do hapen with the right attempt.

    And believe me, its expensive and takes tonnes of effort. Plus you need to make the PR engines and the Operators to drink out of your hand. Which is tough...ALL CAPS.

    Create a legend about your village, start spreading the word around. Create a fiesta, la carnivale, and attract tourists. Do a dublin/london round of roadshow. do a jig in a decent pub recreating the village story and invite opinion makers and trade for the party....

    KUDOS
  • Posted by Frank Hurtte on 1/18/2007 at 4:01 PM Member
    If I were going to begin promoting a small town in Ireland to US customers I would work to promote it within the groups who travel to Ireland...
    The major markets to hit would be Boston, New York, and Chicago. This would need to be done via a PR campaign. Mayor does guest spots on radio programs, TV segments, and other of interest interviews. Create a play where channel 6 news wants to do an article on St. Patricks day, they phone you.... I doubt if you have the $$$$$ to do a traditional ad campaign.
  • Posted by Ann Sheehy on 1/22/2007 at 5:15 AM Author
    Folks,
    Thank you all for your much appreciated advice. The town hosts a number of music festivals. We will use this and easy access to many interesting shops with small town personal service and free parking to entice the home market. As for the international market due to the cost we'll approach that through agencies such as the Irish Tourism Board and by colluding with others with pockets of like ours!
    Ann
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