Tourism offensive to target US troops

Clare County Council is to target the United States military in Shannon as part of a tourism offensive, it was confirmed this week.
According to a senior official in the local authority, discussions are ongoing to launch, through Clare Tourism Forum, a marketing campaign aimed at members of the US army transiting the airport.
Director of services, Ger Dollard, confirmed on Monday, “Proposals are being discussed to include brochures and brochure stands in the departures area of the airport that will be filled with information/brochures on County Clare.” He added that these would be aimed “primarily at military personnel”.
Mr Dollard was responding to a motion tabled by Fianna Fáil’s Pat McMahon at the adjourned county council meeting earlier this week. The Newmarket-on-Fergus man said, “Shannon Airport is to work with Clare tourism providers to ensure the full benefit is obtained from the opportunity to market County Clare of the US military personnel transiting through Shannon Airport.”  He also claimed the use of the airport by American soldiers could open up a new tourism market for the county.
“There was a survey of the US military personnel a few years ago. It showed that they see Shannon in a positive light. We should be piggybacking on that,” councillor McMahon said. “I think there is an untapped market there.”
Councillor McMahon told the meeting there is currently “no-one handing out brochures” or pitching County Clare to the American soldiers using the airport” and asserted that he knew people who would be willing to do this for free.
“This is a win-win situation. We cannot lose. There are people passing through the airport with a positive attitude but nothing is being done,” he went on.
Ruan councillor Joe Arkins told the meeting that it should be possible to insert the Clare Live the Life DVD into a card, which could be sent from the airport in lieu of a post card. He said he believed this would get the message of what Clare has to offer tourists out to people who may never have considered visiting Ireland.
“Each one of these that is sent would mean that we are getting into a house in America that we are not currently getting into,” he said. “We are restricted in using the normal tourism channels. I think we should be going outside of these,” Councillor Arkins continued.
Councillor Johnny Flynn put it to the council that there should be a QR code, (Quick Response Code), for the Clare Live the Life campaign. QR codes are similar to barcodes and can be read using a smart phone application.
Mr Dollard acknowledged that while a lot of work has been done to promote the area in the airport, “there is an awful lot more that can be done”.
In a written response, he stated the local authority, through Clare Tourism Forum, had “identified an opportunity to market County Clare to US military personnel transiting through Shannon Airport”. He added that the forum is working with the airport to “maximise this opportunity”.”
“Some elements have already been implemented and these include an agreement for playing the Clare Live the Life DVD in four key locations around Shannon Airport in the public restaurant area, the British Airways lounge area and in two parts of the baggage reclaim area.
“The forum is currently progressing other actions which include updating some of the signage in the baggage reclaim area of the airport, updating a billboard as you leave the airport with fresh images and messages promoting County Clare and proposals are being discussed to include brochures and brochure stands in the departures area of the airport that will be filled with information/brochures on County Clare. This would be targeted primarily at military personnel.”
Mr Dollard stated the council “recognised that a marketing opportunity does exist in terms of the time period during which military personnel are located in the departures area”.
He added, “The Clare Tourism Forum will continue to work with Shannon Airport to promote the county in the best manner possible to this target group.”