Sir, - This month I witnessed the reaction of the sophisticated and often sceptical travel trade to the launch of the Tourism Brand - Ireland in Dublin and London. I am informed that the New York - launch had an equally enthusiastic reception for the promotional strategy to bring more tourists to Ireland.
It was not purely a brand logo and TV commercials. It was a completely new appraisal of how to measure existing tourism benefits, and how to target markets to achieve the essential growth in jobs through tourism that our economy demands, and our community deserves.
The theme chosen was demonstrated over a range of media and. formats, and its central intent was to differentiate Ireland from competing destinations, as expressed in the slogan "Live a Different Life", which gives the visitors the promise of an "emotional experience" as a result of holidaying in Ireland. This is a valid strategy backed by excellent international research, and it deserves the essential financial support from the tourism industry, and non tourism exporting enterprises, in positioning Ireland in world brands.
If there is concern, it may be that Ireland can also provide an "intellectual experience". "Very many people state that their reason for coming to Ireland is culture and history, and this has been responded to by expanding the developing cultural attractions based on our multi faceted heritage. There can be no doubt that the 59 heritage centres through the whole of Ireland - castles, historic houses, folk parks, museums and interpretative centres - that are a part of the Heritage Ireland Marketing Group offer the visitor an intellectual experience. We hope that the new promotional campaign will reflect this as it progresses.
The new image for Ireland is the product of co operation between the tourism industry, Government and the tourist boards, both North and South, and should be recognised as a decisive step towards maintaining the growth in tourism into the next millennium. It is forecast: that 50 per cent of the job creation target will come from tourism enterprises - so congratulations to the architects of the new departure. - Yours, etc.,
Managing director,
Heritage Ireland,
37 Main Street,
Donnybrook, Dublin 4.