Tony Killeen
Question:20 Mr. Killeen asked the Minister for Tourism and Trade the selection criteria that will be employed; and the body responsible for selecting an agency to oversee the Destination Ireland marketing initiative. [4408/96]
Ceisteanna — Questions. Oral Answers. - “Destination Ireland” Marketing Initiative.
Desmond J. O'Malley
Question:40 Mr. O'Malley asked the Minister for Tourism and Trade the progress, if any, made to date in developing a new tourism brand for Ireland. [4340/96]
Matt Brennan
Question:52 Mr. M. Brennan asked the Minister for Tourism and Trade the sources from which contributions will be made to the Destination Ireland campaign; the amount that will be advanced by each source; the duration of the campaign; and the total expected budget. [4309/96]
John Ellis
Question:58 Mr. Ellis asked the Minister for Tourism and Trade the budget that will be made available for the Destination Ireland marketing strategy. [4307/96]
I propose to take Questions Nos. 20, 40, 52 and 58 together.
I take it that the Deputies who referred in their questions to the "Destination Ireland" campaign are referring to recent media reports about the development of a brand image for Irish tourism. Deputies will recall from replies to Dáil questions on 15 November 1992 that the first phase of the consideration of a brand image for Irish tourism was completed in the spring of 1995 with a presentation of initial consultancy findings to the Tourism Council.
A Partnership Forum organised by Bord Fáilte on 24 October 1995 gave leading figures in the tourism industry an opportunity to discuss strategic issues facing Irish tourism, to hear the results of research on international consumer perspectives of Ireland and to debate further steps in the development of the brand image. It was agreed that Bord Fáilte would continue, under the aegis of an advisory group led by Bord Fáilte's international marketing director, to develop brand positioning proposals and communications strategy.
Bord Fáilte has now placed notices in the Official Journal of the European Union seeking approaches from suitable advertising practitioners who would be capable of carrying out the strategic and creative development of a new branded advertising approach. In the notices Bord Fáilte, which is the awarding Authority, has indicated that the following selection criteria will apply in relation to the contract award: (a) excellence in strategic and creative approach to the communications task defined, (b) track record and quality of previous work and (c) ability to work as part of a strategic planning team with Bord Fáilte.
The question of a specific budget for the execution of a marketing campaign based on a new brand image for Irish tourism does not yet arise. The expectation is that funding for any such campaign would come from a redirection of some of the approximately £60 million expenditure which Bord Fáilte estimates is currently incurred annually on marketing by the industry and State agencies on Irish tourism abroad.
The steps which Bord Fáilte has taken recently are part of an ongoing process which is being kept under continuous review with the industry which has a critical role to play not only in terms of inputting its views and ideas but also by ultimately incorporating it in its own marketing expenditure.
The Minister will be aware of the considerable public disquiet about previous Government publicity campaigns and appointments. It is important, therefore, for this publicity campaign to be open and transparent. Will the campaign continue or expand the current OTMI marketing campaign or will it be entirely under the remit of Bord Fáilte?
The OTMI was given responsibility for marketing in our major international markets. Assuming that an evolving brand continues to develop, obviously there will be a concentration on its better effects, and this will be put into operation by the OTMI. Deputy Killeen can take it that this campaign will be transparent. Bord Fáilte recently placed notices in the Official Journal of the EU and it is envisaged that up to nine agencies will be interviewed before the contract is awarded. The company chosen will be given a specific contract and there is no question but that transparency and accountability will be the order of the day in this regard.
Is the NITB involved in the current discussions and the general evolution of the brand?
There is a very good working relationship between Bord Fáilte and the NITB in regard to the OTMI etc. The NITB is not actively involved in this area but it is aware of the procedure involved. One cannot take this out of a box and say "this is the new brand for Ireland". It is an evolving process which involves considerable detail arising from international studies on the perception of Ireland abroad. The NITB is aware of what is going on and the matter is closely monitored by Bord Fáilte, through its international marketing director, and the industry.
Will the Minister agree that there is a fundamental contradiction in the NITB and other interests, North and South, working with Bord Fáilte in marketing Ireland abroad while at the same time they are involved in developing a brand name which effectively is a brand name for tourism in the Republic? Would it not be better from the point of view of long-term prospects and projections to evolve the brand name for Ireland in co-operation with the NITB and other tourism interests in Northern Ireland who have a central role to play in the OTMI marketing campaign? Do the Minister and Bord Fáilte have a fundamental problem with the continuation of the OTMI?
I want to put Deputy Killeen's mind at rest in this regard; there is no question but that the OTMI is a huge success. Potential overseas visitors do not react as well as expected to the marketing of individual locations by tourist boards and a much better result is achieved by marketing the entire island. The development of a new brand image for Ireland is an evolving process which will continue for some time. The overseas tourism marketing initiative will continue to be implemented by Bord Fáilte and the NITB as it has been proven that one achieves much better results by marketing the entire island of Ireland internationally.