Not everyone can turn up late for their job, full of smiles and explain they were just getting a little help with their golf putting.
But that was what Minister for Tourism Mary Hanafin did today as she laughingly explained her golf lesson had been provided by Irish champion golfer Padraig Harrington. “I’ve already unveiled a work of art this morning, now I am here to unveil Padraig Harrington” she quipped.
The first European player to win three major back-to-back championships, Harrington appeared to be equally delighted to be named as Ireland’s golf ambassador, the new face of Fáilte Ireland’s golf tourism campaign.
The campaign, which Fáilte Ireland’s chairman Redmond O’Donoghue acknowledged was necessary because “we had kind of lost the run of ourselves pricewise just ahead of one of the worst recessions of modern times”, is threefold.
It will involve individual golf resorts applying for value and quality accreditation from Fáilte Ireland, some 70 clubs are expected to be accredited by mid year, rising to 150 by next year.
It will also involve a new branding which combines challenging golf in Ireland with contact with Irish people and fun off and on the course. The combination of golf and Irish craic is to be underpinned by the new slogan “Golf Ireland. Time to Play”, which also makes use of the traditional shamrock logo.
The third element is to be investment and promotion, notably the use of golfing legend Harrington to be the international face for golf in Ireland. Fáilte Ireland is to invest €1.5 million in marketing and €3.5 million in “events and industry development”.
The campaign will also target women golfers in order to meet a growing demand for women only tournaments.
Harrington confirmed he was not being paid for lending his name and image to the campaign. “It is not a commercial transaction. My sponsors look after me very well," he said.
“Who wouldn’t want to be associated with all the goodwill there is for Ireland and the Irish? It means a lot to me to be Irish when I travel."
