Exposure
Exposure Inside this issue… New locations on our brochure display network................................................................p2 Tips on designing your brochure...............p3 Daily Adventure visitor guides now printing over 600,000 copies annually.....p4 A newsletter from Glance Promotions Ensure your brochure is available to Tourist Offices nationwide...........................................p5 Important dates for your diary....................p5 First European Member Brochures are the #1 Influencer during a trip Visitor Information Distribution Research 2014 53.0% 46.5% 45.3% as a direct result of reading a brochure. It implies that a well-written and welllocated brochure continues to improve the chance of tourist visits for local businesses and attractions. More than 5 out of 10 visitors (50%) would consider altering their plans after learning of 41.9% other attractions in the area. The more 29.4% unfamiliar a visitor is with an area the higher dependence they have on 18.0% Brochure/ Web/ Map Internet Local Guides Word of Mouth Tourist Office Mobile App 12.1% 11.1% Billboard TV/ Radio 9.0% 8.8% Newspaper Digital Kiosk 14.3% information they can pick up in that area. Other While it is easy to predict the continual influence of Internet and mobile marketing tools and their impact, in Bentley University, Center for The Internet continues to provide the the tourism industry, printed tourist Marketing Technology in the USA primary source of information for brochures are the number one media along with the IAPBD (International tourists planning a trip. However the influence of visitors during their holiday. Association of Professional Brochure most important source of information Partly the reason for this is that the Distributors) completed a survey for a visitor during their trip continues printed brochure is well understood, it’s during the summer of 2014 to analyse to be brochures. 73% of visitors pick up portable, easy to carry and reference, and the importance and effectiveness of a brochure at their destination, with 53% easy to pass on. In fact the research survey tourism brochures in a world where been influenced to take action. 6 out also demonstrated that brochures which the Internet and mobile marketing are of 10 visitors learned about attractions, are passed between members of a visitor impacting. Locations were selected in businesses and services from a brochure party are more likely to result in business the USA, Canada and Western Europe and a significant number of non-resident — a great reason for making sure your including Ireland. visitors (60%) plan to visit an attraction brochure is well designed. World’s Best Tourism Brochures Overall Appeal. At the Annual meeting held in September, Each year the International Association From a potential base of 19,000, the overall selected winner was of Professional Brochure Distributors 77 client brochures are entered ‘Ripley’s Aquarium of Canada’. The hold a competition to find the best for international judging. Each best brochure entered from Ireland designed, printed and content brochure is scored under four was ‘Tullamore Dew’ who were oriented tourism brochures and rack parameters, each accounting awarded 4th place International cards used for ‘on display’ marketing for 25% of available marks: winner. To view the complete purposes around the world. Headline; Construction (quality list of winners visit: www.iapbd. of paper/card); Content and org/best-brochures-2014.html When Glance tell…you sell www.glancepromotions.ie Autumn / Winter 2014 Page 1 Putting your Business on the Map When a visitor checks in to their the region. The complete suite of maps hotel, or visits a tourist office, now offers an edition for Cork, Limerick, universally the next thing they say Kilkenny, The Burren, Ennis/Clare and is ‘do you have a map of this area?’ Waterford. Each map showcases the very Because of Glance visitor GuideMaps best that the area has to offer and each the answer is Yes — over promotes the services of 400,000 times! To meet nearly 300 local businesses the ever growing demand who use the GuideMaps as Glance the print run of the Glance GuideMaps increased by Visitor GuideMaps nearly 80,000 in 2014. are available from Because visitors want to explore, maps will continue Tourist Offices to be one of the most year round a tool to target the tourist market. One uniqueness we have amongst visitor map publishers is that we have popular and sought after a team of people on the publications available road each week ensuring We are always looking for ways to get your brochure into the hands of potential customers. We look for and assess potential locations and place racks where we think you will find success. This year, we added the following locations to our network: comprehensive distribution of the within the tourist industry. Some new locations Springhill Court Hotel, Kilkenny maps. Glance agents continually visit 2014 saw the launch of our Waterford locations during the season to ensure that Budget Car Rental Office, Eyre Square, Galway edition and we have been overwhelmed accommodation providers, attractions, by the positive feedback received from airports and tourist offices have a constant Glengowla Mines, Galway both industry colleagues and visitors to supply. Corrib Village Student & Summer Accommodation, Galway Galway Cultural Institute, Galway Blackmore Court Hostel, Cork Bantry House & Garden, Cork Gort Visitor Information Point, Galway The Kingsley Hotel, Cork Lisdoonvarna Visitor Information Point, Clare Limerick Greyhound Stadium, Limerick Dunmore East Holiday Park, Waterford Dunmore East Golf Club, Waterford + 342 Rack Locations When Glance tell…you sell + 1,480 Distribution Locations 061–338 588 98,000kms Travelled Each Year Autumn / Winter 2014 Page 2 Off the Rack We would like to welcome all our new clients who joined us in 2014 for Brochure Display. Some of these include: Athlone Castle Ardmore Open Farm An Post Museum Burren Geopark Camden Fort Meagher City Link Connemara Pub Tours Clare Heritage Centre Clew Bay Cruises Cork Harbour Boat Hire Cork Whiskey Way Connemara Celtic Crystal Discover Tramore Feeneys Riding Stables Fota House Arboretum & Gardens Irish Tourist Trains Kilkenny Cycling Tours Kilkenny Tourism Kinsale Tourism Knock Visitors Guide Limerick Carriage Tours Limerick City of Culture Limerick Greyhound Stadium Loftus Hall Macau Sporting Club National 1798 Rebellion Centre National Leprechaun Museum Smithwicks Experience The Ambassador Theatre The Franciscan Well The Olympia Theatre The Oliver Plunkett The Reg Titanic Belfast Wells House & Gardens West Cork Islands Westport War Games Wexford Festival Guide Wicklows Historic Gaol 8 Key Points for your Brochure Design Put your name at the top of the back of the brochure in case a visitor puts your brochure reverse side back in a rack Print your GPS EVERYTIME! Ensure your phone number is on your brochure, is it easy to find and easy to read for visitors Include a location map with a region map. Show landmarks the visitor will see as they make their way to you Your web address may not be the same as the brochure heading. Make sure it is included + 670 Days of Service When Glance tell…you sell Ensure that your email address is also included in a clear location and is easy to read A picture tells a thousand words— make sure yours is conveying a great message And most importantly! Test your brochure’s effectiveness at www.iapbd.com/tools/ scoreyourbrochure + 235 Brochure Titles www.glancepromotions.ie 5,741,750 Brochures Autumn / Winter 2014 Page 3 Other * Airports 2,415 Attractions TIO in Region 10,330 2,000 13,022 TIO out of Region Ireland’s West Edition 8,749 Total Distribution as of 21 October 2014 81,277 Accommodation 44,761 No. 1 Visitor Guide to The Best Attractions Other * TIO in Region Airports 6,925 * Others: 4,745 Offices, Tour18,203 Corporate Operators 6,145 Ireland’s South Edition Attractions 29,274 TIO out of Region Total Distribution as of 21 October 2014 The Daily Adventure is FREE to visitors from all outlets. distribution system to ensure that all The total print run for 2015 will be 620,000 copies and will be read by over 2 million visitors. outlets which can influence visitors are In print now since 2002, these guides Primarily targeting independent touring visitors, we have a fully planned provided with supplies. The distribution is not once a year like many others, Glance dedicates nearly 2 days continue to prove their power in delivering business year after year and 145,585 Accommodation 80,293 Other * Ireland’s Shannon Region Edition Attractions 22,359 TIO out of Region 10,136 Total Distribution as of 21 October 2014 97,371 remain the No.1 Visitor Guide to the Best a week to distributing TIO in Region 8,365 15,813 Corporate Offices, Tour Operators 4,720 * Others: Airports Attractions. the guide. Accommodation 35,978 Airports Other * * Others: 4,315 250 Corporate Offices, Tour Operators Attractions 2,150 Accommodation The Daily Adventure guides are now available to view online at www.yourdailyadventure.com Promote this link to attract business! The guides are graphically designed Tourist offices, conference organisers, to a very high quality, its easy layout, tour operators and accommodation professional presentation and quality providers all use this link when promoting printing ensure your business gets attractions and regions to potential groups noticed. and individual visitors. TIO in Region 16,705 Total Distribution as of 21 October 2014 7,640 Each edition is specifically concepted and designed to market attractions, activities, visitor experiences and things to do for visitors while holidaying in Ireland. Ireland’s North Edition 39,990 TIO out of Region 8,930 Attractions Other * 1,935 Dublin Airport * Others: 8,056 21,345 Corporate Offices, Tour Operators Accommodation Dublin Edition (by Brochure Bank) 18,200 TIOs in Region Total Distribution as of 21 October 2014 92,196 6,710 TIOs out of Region 9,490 Accommodation (by Brochure Broker) 21,200 Accommodation (by Glance) 5,260 * Others; Corporate Offices, Tour Operators, Services * Others: Corporate Offices, Tour Operators = 1 Professional Brochure Distributor Team When Glance tell…you sell We Deliver Visitors 061–338 588 Autumn / Winter 2014 Page 4 Brochure Display at Key Airports your business while on holiday, it’s by non-residents increased from 1.893 important to ensure your information million in Quarter 2 2013 to 2.127 is readily available to them. We provide million trips in Quarter brochure display at Dublin, Shannon, Cork and Ireland West Knock 2 2014 (+12.3%), 1.2million 1 million airports offering 24hour according to latest visitor information so that figures compiled by 800,000 a visitor can pick-up your CSO (Central Statistics Office). brochure at any time. The Those visiting on brochure display racks are holiday, leisure or specifically designed and recreation make up display your brochures in the highest number. a professional manner to As they are unfamiliar optimise your brochure with Ireland, to attract visibility and pick-up this market to visit rates. Distribution to Holiday Homes Holiday Home visitors account your brochure in visitor information for an estimated 25% of all overseas welcome packs and folders which we bed nights in Ireland. provide to managed schemes within this Often more than the average holiday market. You can avail of this service on maker, visitors using self catering holiday a regional basis. Just contact us for more homes are a long stay market looking to information. fully explore wide regions during their “I just received your great welcome stay. packs for our units. Well done and a We offer the opportunity to include great idea.” Kinsale Holiday Village. Ensure your brochure is available to Nationwide Tourist offices From March to September 2014, each individual attraction for the same Tourist Offices have requested over information. 268,000 tourism brochures from us. For the visitor attractions that are part EnjoyIreland.info is now the channel of of the service the only cost is that of the choice for many tourist offices, tourist postage to service the requests. There is information points, conference organisers, no charge for storage, packing, packaging, and accommodations which do not have record keeping, or reporting of who a brochure display rack service, to receive ordered what, when, for where, and how the visitor attraction brochures they want many. for the visitors they serve — in turn your Remember if you are not signed up to potential customers! The reason is simple. the EnjoyIreland service we don’t have By just using one EnjoyIreland order a means of getting your brochure to the form they can order the brochures of tourist offices and other users that want many attractions, which is far cheaper and them. For most attractions the cost of this quicker than trying to make contact with service is less than €100 annually. When Glance tell…you sell Number of trips by reason for journey, Q2 2014 Information from CSO The number of overseas trips to Ireland www.glancepromotions.ie 600,000 400,000 200,000 0 Business Vist to friends/ Holiday/ relatives Leisure/Rec. Other Important dates for you November 21st Confirmation of all GuideMap renewal entries November 28th Confirmation of all Daily Adventure renewal entries December 1st Deadline to be included in Daily Adventure guides for new entries December 15th Confirmation of all Annual Brochure Display renewal contracts January 15th Deadline to be included in GuideMaps for new entries January 20th Deadline for advert copy for Your Daily Adventure Guides & GuideMaps January 30th Deadline for brochure delivery for Annual Brochure Display contracts February 3rd Booking deadline to be included on EnjoyIreland.info order form which is sent to Tourist Offices Nationwide February 12th Sign-off on all adverts for print editions of Your Daily Adventure Guides & GuideMaps March 12th Deadline to be included in Holiday Homes Scheme distribution Autumn / Winter 2014 Page 5 What 2014 research says about brochure display Once travellers leave home, brochures become the top planning tool. Dr. Patrick Tierney, Professor, San Francisco State University www.iapbd.org 52% Actions the Brochures Influenced* 90% 80% use brochures to help in their decision making process or to find up to date information, as well as special offers 70% 60% 50% 40% 30% 20% 10% 0% Became aware of a service or… Plan to visit an attraction or… Plan to use a coupon from a… Would alter their plans Have an increased desire to visit more… Professor Ian Cross, Bentley University, MASS Professor Ian Cross, Bentley University, MASS 40% of visitors would extend their stay, or return, after reading new information about a location in a tourist brochure Professor Ian Cross, Bentley University, MASS Professor Ian Cross, Bentley University, MASS 53% 64% of visitors view brochures as a valuable information source Professor Ian Cross, Bentley University, MASS of visitors made a plan to visit an attraction as a result of picking up a brochure while on holiday Professor Ian Cross, Bentley University, MASS BENTLEY AND SAN FRANCISCO STATE UNIVERSITIES RESEARCHED VISITORS IN CANADA, USA, IRELAND, UK AND FRANCE. 62% of visitors who pick up a brochure share it with someone else in their party Professor Ian Cross, Bentley University, MASS 73% of visitors on holiday reported brochures from display racks as their most frequently mentioned media, compared to 29% who reported tourist offices Professor Ian Cross, Bentley University, MASS Design 47% appreciate the convenience of brochures located in display racks in order to learn about local attractions Glance Promotions Limited, Mulcair House, Annacotty Business Park, Annacotty, Limerick. T: 061-338 588 F: 061-338 584 info@glancepromotions.ie www.glancepromotions.ie When Glance tell…you sell 128-14 www.glancepromotions.ie Autumn / Winter 2014 Page 6
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