‘Marketing Wexford’ is spearheaded by County Wexford Tourism, Wexford Chamber and a cross-section of high profile businesses who share a common objective – to highlight the attractiveness of County Wexford to the general public and the Irish business community.
The competition to attract people to visit, work and live has been stepped up this year and if Wexford is to become more competitive and attract its share of investment and expenditure, we too must promote the many positive benefits and features of County Wexford. This is a collective marketing strategy to raise awareness of what is on offer in terms of leisure facilities, employment opportunities, business set-ups inward investment and business conferencing.
Firstly, research was undertaken to identify current perception and also to identify County Wexford’s unique selling points. From this, we have tailored a comprehensive communications campaign costing €150,000. This campaign unlike other county campaigns is a cross-sector venture.
Entitled ‘The Joy of Wexford’ the campaign aims to:
Raise awareness of County Wexford as an ideal county to live in, work in, do business in and visit.
Highlight all of the positive aspects of living, working, visiting and doing business in County Wexford.
Grow the number of short-break visitors, day-trippers, and overseas visitors to County Wexford.
Boost the number of conferences, events and festivals that are currently held in County Wexford.
Promote the diversity of attractions available in County Wexford.
Highlight the ease of access from other major cities and towns.
Promote County Wexford as a centre of cultural excellence.
Celebrate County Wexford’s superior quality of living.
What does ‘The Joy of Wexford’ Campaign involve?
The multi-faceted campaign involves comprehensive market research, advertising on TV, radio, press and magazine, on-line, dedicated website, information packs, direct mail and various promotional activities.
Date
Activity
September 2006
Market research
Campaign Launch
Press release in Wexford newspapers
Website Launch
Today FM Advertising Campaign
October 2006
Today FM Advertising Campaign
Direct Mail campaign (leisure seekers)
November 2006
Direct Mail Campaign (Business Conferencing)
March 2007
RTE Advertising Campaign
Newspaper advertising campaign
Various promotional and public relations activities will also take place at different stages throughout the campaign.
How many people will the campaign reach?
The campaign reach is outlined below
TV advertising with RTE
2,448,000
TV advertising with TV3
1,000,000
Radio advertising
911.000
Press advertising
501,061
Direct Mail Campaign
317,000
Online Advertising
300,000
Magazine Advertising
236,356
* Public Relations activities reach is not included
An increase in the number of people who choose Wexford as a destination to do business, visit, live and work will generate benefits directly and indirectly to all business sectors.
Benefits for the business sector:
Increased spending generated from visitors or tourism.
Opportunities for the establishment of new products, facilities and services and expansion of existing businesses which would not otherwise be justified solely on the current resident population.
A catalyst for residential development – in many places visitors who initially travelled to the area as tourists, have relocated to the area to become residents.
A greater pool of applicants for employment.
Benefits for the leisure sector:
An increase in the number of visitors requiring Bed & Breakfast, Guesthouses or Hotels.
An increase in the number of visitors to tourist attractions.
An increase in the number of business visitors and conference bookings.
What can I do to help?
You can help by committing a small portion of your budget to the campaign. By combining funds from different sectors, we can ensure a greater spend and range of media over a nine month period.
If you wish to help, just fill in the enclosed standing order form or make a cheque payable to County Wexford Tourism.
