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
[email protected]
www.glancepromotions.ie
When Glance tell…you sell
128-14
www.glancepromotions.ie
Autumn / Winter 2014
Page 6
`