David Andrews
Question:1 Mr. Andrews asked the Minister for Tourism and Trade whether he authorised the £30 million campaign by Bord Fáilte to revamp its image; and if he will make a statement on the matter. [18938/96]
Ceisteanna—Questions. Oral Answers. - Tourism Brand.
As I indicated in reply to previous questions on this subject, the development of the new tourism brand for Ireland is proceeding according to schedule under the direction of an industry advisory group led by Bord Fáilte. The brand positioning proposals and communications materials are now virtually completed with a view to a formal launch by me on behalf of the board on 11 November. The tourism brand concept was originally conceived by the tourism council established by my predecessor and I have continued to lend my support and enthusiasm for the project.
I am informed by Bord Fáilte that the development costs of the brand are expected to amount to around £2.3 million which will cover the production of TV advertising, other communication materials and the new visual identity. The identity also involves the development of a consistent visual look which, over time, should be adopted on all published tourism promotional items.
The roll out of the new brand is expected to take place on a phased basis over the next year or so. The new TV advertising will be progressively introduced in all the key markets by spring next year.
At a meeting of the Select Committee on Enterprise and Economic Strategy yesterday the chairman, Deputy Bell, indicated he would call Bord Fáilte before the committee. The Minister intends to launch Bord Fáilte's brand image strategy on 11 November. Will its representatives attend the committee before that date?
There is some ambiguity about the shamrock symbol. Aer Lingus spent £8 million devising what I would describe as a tipsy shamrock symbol for the tails of its aeroplanes. What value will we get for the £30 million? Will the shamrock be abandoned or used with another symbol? What is the intention in that regard? The Minister merely gave a generalised account of what Bord Fáilte intends to do. Will he be more specific in terms of the value we will get for the £30 million.
I am sure when Bord Fáilte is summoned before the Select Committee on Enterprise and Economic Strategy——
It has been invited, not summoned.
I am sure it will have no difficulty appearing before it. It is up to the committee to request it to do so and I do not know if a date has been fixed in that regard.
There is also some confusion about the £30 million mentioned in the question. This was originally attributed to a comment by the international marketing director of Bord Fáilte who speculated that ideally one would need approximately £30 million annually to spend on a new brand. Bord Fáilte estimates that approximately £60 million is spent on a broad definition of tourism marketing, including overheads, by Government, the EU and IFI sources as well as through matching industry contributions. Therefore, there may be confusion about the amounts mentioned. The estimate for the development costs of the brand is £2.3 million.
The Deputy correctly referred to the issue raised in the media about the demise or otherwise of the shamrock. On 17 September Bord Fáilte issued a formal press release stating that it has no plans to change the shamrock identity or its use in markets abroad. It does not plan to change its corporate logo. We will have to await the results of the analysis carried out on the perception of this country internationally before relating it to the new formal brand image.
While I would not describe myself as innumerate, numeracy is not one of my strong points, but I have difficulty understanding what the Minister intends presenting on 11 November. Will it be a £2.3 million or a £30 million programme? I tabled a question on litter to the Minister but, unfortunately, it was siphoned off to the Department of the Environment. While that is probably the appropriate Department to deal with it, I thought I couched it in such a way that it would come under the Minister's umbrella. Does he agree that, because of our dreadful litter problem, a flying litter basket should replace the shamrock as a symbol of the country? Will he explain what will be launched on 11 November and why a non-Irish company was given the contract for the presentation of visual strategy?
I will not announce a £30 million brand launch on 11 November. Bord Fáilte estimates that the development costs of the brand will be approximately £2.3 million and that is included in part of the reorientation of the estimated £60 million spent on marketing Ireland internationally by all sources.
In regard to flying litter bins or bags, responsibility for the tidy towns competition——
A litter basket or a black plastic bag with wings.
——has been transferred to the Department of the Environment. I agree with the Deputy that this should be a matter of personal pride. I commend the tidy towns committees who have done a great deal of work to improve their lot. Irish people in general are beginning to understand the necessity of presenting our country as a clean, green and attractive location.
The Deputy also referred to the UK company which dealt with part of the brand development work. Bord Fáilte's contract is with an Irish company who supply the necessary tax clearance documentation. Discussions were held with the Revenue Commissioners so that complaints received could be referred to them. Bord Fáilte's contract is with an Irish company who, of its own volition, selected a company from Great Britain to do some of the developmental work on the brand.
Are we spending too much on image making and not enough on market strategy? Our image is set in the minds of the people who visit the country, 4.2 million this year. I congratulate the Minister for the manner in which the tourist industry has taken off. While there are little flutters beneath the surface that need to be addressed, in the main our tourism industry is booming and I commend the industry and the Minister in that regard. We have enough image making, we should work on market strategy. What are the Minister's comments in that regard?
I thank Deputy Andrews for his co-operation and general interest in the overall development of the tourism industry. As he is aware, our image internationally has changed a great deal in the past ten years. Because of the success of our artists and sports people on the international competitive fields, there is now a great interest in Irish culture and tradition. This is not merely a question about creating an image, it is about sophisticated marketing using analysis on how we are perceived abroad. That will benefit the country internationally, particularly the tourism industry. In presenting an image of our country as being young, modern, committed, dedicated and vibrant, this developmental work is not just about image understanding and image creating, it is also about real substance in the sense of detailed and sophisticated marketing which I know will bring major results.