Robert Molloy
Question:10 Mr. Molloy asked the Minister for Tourism and Trade the current position regarding the development of a tourism brand [18860/96]
Ceisteanna—Questions. Oral Answers. - Tourism Brand.
Dan Wallace
Question:64 Mr. D. Wallace asked the Minister for Tourism and Trade the current status of the tourism brand initiative. [18759/96]
Tony Killeen
Question:135 Mr. Killeen asked the Minister for Tourism and Trade the timetable for the launch of a tourism brand for Ireland; and the amount which has been expended to date on this project. [18942/96]
I propose to take Questions Nos. 10, 64 and 135 together.
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 almost complete, 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 to the project.
I am informed by Bord Fáilte that the development costs of the brand are expected to amount to approximately £2.3 million, which will cover the production of television advertising, other communications 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. I understand from Bord Fáilte that expenditure to date by it in respect of the development costs amounts to approximately £2 million.
The roll out of the new brand is expected to take place on a phased basis over the next year. The new television advertising will be progressively introduced in all the key markets by spring next year.
Part of my question, which was excluded because it was more the concern of Bord Fáilte than the Minister, related to the future role of the shamrock, which is the current Bord Fáilte logo and corporate image. Will the Minister confirm it is not intended to do away with the shamrock logo? Will he indicate the future role of the shamrock vis-á-vis the new tourism brand and the ideas of the international consultants?
The confusion arose as a result of the international analysis carried out by Bord Fáilte. This was a sophisticated project regarding how others view us. Irrespective of whether we like it, the conclusion was that, while the shamrock was important to some people, others had not heard of it. In order to deal with the confusion, Bord Fáilte issued a news release on 17 September which stated:
Bord Fáilte wishes to correct recent media and political speculation that it has any plans to drop or interfere with the use or design of its existing shamrock logo and corporate identity. The Bord Fáilte shamrock logo is currently used by the organisation as its corporate identity here in Ireland and in all overseas markets where Bord Fáilte has an involvement. Bord Fáilte has no plans to change that identity or its usage in any of these markets.
The Deputy's second point relates to the use of the shamrock in the new brand which is being developed by the board. However, I cannot supply that information until the launch on 11 November. Nevertheless, one must draw certain conclusions when one takes into account what the board said about its corporate logo and its intention to continue using it.
The Minister will be aware of recent research by the Irish Tourist Industry Confederation on developments in overseas tourism markets. One of the findings was that the level of repeat business in Ireland is disappointing and should be addressed. Does the Minister consider a conflict exists in that a huge amount of money is being spent to create a new image for the country to attract more tourists while those who have already visited the country appear reluctant to return? Would it not be in our best interests to ensure that the experience of those who visit the country is much improved in terms of encouraging them to return and in the hope that they will encourage others to visit Ireland?
We hope that people who leave Ireland would do so as ambassadors and encourage others to visit. However, given the facilities which exist for travel, the time available for leisure and the economic boom in many countries, people want to travel to as many places as possible. This matter could be considered in detail at the relevant committee. We must continue to market the country and present it as an internationally attractive location with high standards and quality. This is the type of thumb print I wish to see on everything that is done. We want to heighten standards throughout rather than draw people down.
The ITIF report, which is welcome, highlighted this matter. However, I receive reports from a large number of people who continually return to Ireland. On some occasions they make valid comments about possible improvements on what is on offer in Ireland. There is a high level of repeat business and we must continue to work on this in an environment which is constantly changing.