alway has been named the European culture capital 2020. Having beaten off stiff competition across the continent, the challenge is to rise to the occasion with a marketing plan that exceeds all expectations and showcases all that Galway has to offer specifically to culturally curious tourist based in the United States of America.

As we are aware, Galway has huge potential in the tourism market with being awarded this accolade. However, the current strategy can be improved to cast the net out further to capture even more prospective tourists to visit the city. We need to use a wholesome, tailored and effective marketing strategy to ensure a triumphant 2020 in the culture capital of Europe.

Market analysis identified the target market, which is the US Culturally curious tourist and their media usage have been identified. Following on from this, a communications strategy that makes use of these media has been created. The strategy will use PR, Advertising, direct mail. Social media, radio, Print, Outdoor and an App will be the main media. The Creative strategy is designed to emphasize the unique selling points of Galway 2020 and aid in eradicating the target markets objections.

Differentiating the marketing communication plan of Galway 2020, from that of the competition, will assist not only in building the Galway 2020 brand as a whole, but will attract new and returning tourists to Galway for years to come. This will provide the Galway 2020 scheme with an opportunity to leverage its core competencies as regards hosting and retaining tourists in the cultural capital of Europe

2. Overview of Galway 2020

2.1 What is the European Capital of Culture?

Since 1985, every year the EU nominates at least one city as the European Capital of cultural. The chosen cities are required to display a year-long cultural programme that emphasises the diversity of cultures that we have here in Europe. Along with this it aims to celebrate the cultural features that we share as Europeans, while increasing EU citizens sense of bellowing, and fostering the contribution of culture to the evolution, expansion and improvement of cities such as Galway. This will in turn boost tourism, regenerate Galway as a city, and introduce new life into Galway as