Tony Killeen
Question:43 Mr. Killeen asked the Minister for Tourism and Trade the way in which he intends to ensure that the Shannon region benefits from the new tourism brand and advertising initiative. [22007/96]
Other Questions. - New Tourism Brand.
David Andrews
Question:50 Mr. Andrews asked the Minister for Tourism and Trade the cost of the redesign of Ireland's shamrock logo; the cost of the promotion surrounding the launch of the redesign; and the result of surveys undertaken in respect of public reaction to the redesign. [22034/96]
Dan Wallace
Question:51 Mr. D. Wallace asked the Minister for Tourism and Trade the way in which he will facilitate the marketing of Ireland in a strategically focused manner which ensures total integration across all sections of the tourism industry. [21978/96]
Seamus Kirk
Question:59 Mr. Kirk asked the Minister for Tourism and Trade the input, if any, the industry in the midlands-east region had into the new tourism brand; and the benefits, if any, which will accrue to the area in this regard. [22010/96]
Chris Flood
Question:60 Mr. Flood asked the Minister for Tourism and Trade the benefits, if any, which will accrue to the greater Dublin area arising from the new Tourism Brand Ireland. [22002/96]
Helen Keogh
Question:61 Ms Keogh asked the Minister for Tourism and Trade if he will give details of the new tourism initiative which it is proposed will switch emphasis to high spenders; and if he will make a statement on the matter. [22060/96]
John Ellis
Question:62 Mr. Ellis asked the Minister for Tourism and Trade the way in which the Tourism Brand Ireland will ensure that more high spending tourists visit this country. [21980/96]
Seán Power
Question:63 Mr. Power asked the Minister for Tourism and Trade the impact, if any, the Tourism Brand Ireland will have on the seasonality problem in Irish tourism. [22019/96]
Seán Doherty
Question:65 Mr. Doherty asked the Minister for Tourism and Trade the way in which the branding initiative will impact on tourism numbers and revenue in the west of Ireland. [22005/96]
Mary Coughlan
Question:67 Miss Coughlan asked the Minister for Tourism and Trade the way in which the tourism brand promotes the concept of Ireland as an emotional experience; and the anticipated benefits in this regard. [22012/96]
Cecilia Keaveney
Question:69 Cecilia Keaveney asked the Minister for Tourism and Trade the action, if any, he proposes to take to ensure the protection of Ireland's image as a quality tourist destination. [21967/96]
Pat the Cope Gallagher
Question:70 Mr. Gallagher (Donegal South-West) asked the Minister for Tourism and Trade the way in which the new tourism brand will impact on the industry in the north-west; and if he will make a statement on the matter. [21999/96]
Robert Molloy
Question:81 Mr. Molloy asked the Minister for Tourism and Trade if he will give details of the funding timesecale for the investment of £30 million in promoting the Tourism Brand Ireland initiative; and if he will make a statement on the matter. [22064/96]
Michael Ahern
Question:85 Mr. M. Ahern asked the Minister for Tourism and Trade the ways in which the tourism industry will be facilitated in investing in and supporting the Tourism Brand Ireland initiative. [21988/96]
Hugh Byrne
Question:87 Mr. H. Byrne asked the Minister for Tourism and Trade if he will give details of the new tourism brand logo; and the way in which it will help to revitalise Irish tourism marketing. [21994/96]
Donal Moynihan
Question:88 Mr. Moynihan asked the Minister for Tourism and Trade the benefits, if any, to tourism in the Cork-Kerry region arising from the new all-Ireland brand. [22003/96]
Brian Cowen
Question:92 Mr. Cowen asked the Minister for Tourism and Trade the way in which he will ensure that the south-east area benefits from the Tourism Brand Ireland. [22001/96]
Brendan Smith
Question:94 Mr. B. Smith asked the Minister for Tourism and Trade the impact, if any, the new all-Ireland tourism brand will have on the industry in the Border counties. [22008/96]
Noel Treacy
Question:95 Mr. N. Treacy asked the Minister for Tourism and Trade the total cost to date of the Tourism Brand Ireland project; and the proportion of this cost which came from the private sector, from the EU and from Northern Ireland sources. [22018/96]
Mr. O'Sullivan
I propose to take Questions Nos. 43, 50, 51, 59, 60, 61, 62, 63, 65, 67, 69, 70, 81, 85, 87, 88, 92, 94 and 95 together.
The Minister has already stated in replies to previous questions on this subject that the tourism brand concept was originally conceived by the Tourism Council, established by his predecessor and developed subsequently under the direction of an industry steering group led by Bord Fáilte. That task was formally completed with the launch last week of Tourism Brand Ireland when Bord Fáilte, working with tourism industry partners throughout the island of Ireland and overseas, also assumed responsibility for managing the brand and putting the necessary resources and effort behind its successful deployment.
The brand proposition —"An emotional experience, live a different life"— builds on our two key identified tourism assets, the accessible unspoiled pastoral scenery and interaction with friendly, engaging people. I understand from Bord Fáilte that the proposition has been derived from extensive professional consumer research around the world with 17 different consumer focus groups. The development of a premium value brand is intended to make the more discerning and higher yield tourist want to visit Ireland repeatedly with the results being measured in terms of retained revenue, regional distribution, extension of the season and visitor loyalty. The new tourism brand total marketing approach is designed to benefit the island of Ireland as a whole and to help increase tourism revenue in all regions. The visual images and advertising material incorporate a very broad regional spread. Bord Fáilte inform me that communications will be especially targeted at those international consumer groups who are more likely to come in the off season and to use the less congested regions of the country. Any specific initiatives related to the brand for individual regions are matters for Bord Fáilte, the regional tourism authorities and the local trade.
The cost of developing this initiative and the individual breakdown of the respective items involved, is the responsibility of Bord Fáilte and falls within its day-to-day activities. The development costs include the production of extensive TV advertising for all of the principal overseas markets, a still photographic bank, promotional and support communication material, the design of the new logo and associated fees. This up-to-date bank of visual imagery for Ireland can be used with confidence well into the next century. The new identity also involves the development of a consistent visual look which, over time, should be adopted on all published tourism promotional items. Bord Fáilte has informed the Minister that already several major commercial tourism companies have sought to be licensed to use the logo and the communications style in their own print and other marketing activities.
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. The final marketing budgets for 1997 and subsequent years have yet to be determined and the expectation is that the industry will row in fully behind the new brand. The main consumer advertising partnership — OTMI — has already committed its resources behind the deployment of the new brand.
Bord Fáilte has estimated that up to £60 million per year is spent on a broad defination of tourism marketing both by the State, European Union and industry sources. The objective will be to reorientate an increasing element of that diversified expenditure behind the brand which is expected to shape the promotion and marketing of Irish tourism well into the next millennium.
The number of questions on the matter reflects the interest in the brand and, perhaps, the worry that it may not benefit all regions equally, as has been the case heretofore. Question No. 43 relates to the Shannon region. The Minister had set up a Bord Fáilte initiative in relation to promoting European tourism in which the western tourism organisations, with the exception of Shannon Development, were involved. Will he find out from the Minister why Shannon Development was not centrally involved in that promotion? Why did Shannon Development consider it a good idea to be excluded? I understand the Minister encouraged it to issue a statement to that effect. I take a serious view of the fact that the tourism organisation in that region was not centrally involved in the European promotion. The reply of the Minister of State in relation to the brand is welcome but it will need to be monitored carefully in the context of the west losing out badly in overseas tourism.
Mr. O'Sullivan
I assure the Deputy I will convey his thoughts to the Minister on his return.
Has the Minister any fear that the new logo, the new brand, will take so long to yield its meaning to the ordinary person of average intelligence, such as myself, that explaining it to people will become a growth industry in its own right? It will be like the Americans explaining James Joyce's Finnegan's Wake. We will have dictionaries trying to explain to people the meaning and the purpose of the new brand. I confess in all humility its meaning has eluded me.
Mr. O'Sullivan
If the brand is as successful and as enduring as Finnegan's Wake we have nothing to fear. The interest in James Joyce attracts many people to Ireland. I have no doubt the concept is revolutionary and that in time the message will get across. When we see it on the television screen it is quite impressive. As with any commercial undertaking there is an element of risk involved and a huge risk is involved here. We have a successful tourism package. Nothing we do should tarnish or damage that image in any way. This brand was decided after considerable international research and 17 different consumer groups were interviewed about the concept. By and large it received universal approval. Those present at the launch in the Shelbourne Hotel some weeks ago will say that the reaction of those in the industry was euphoric. It is an exciting concept. The manner in which Mr. Noel Toolan presented it was impressive.
Full marks to the Minister for his witty answer in relation to Finnegan's Wake but I am more concerned about the consumer than the promoters. I recommend we set up a few summer schools, in the course of which we might explain to the plain people of Ireland, like myself, what this is all about.
Mr. O'Sullivan
We should not underestimate the importance of what is happening here. This is the first occasion when we have had the Northern Ireland Tourist Board and Bord Fáilte come together to market the island of Ireland. That is a significant milestone.
I was anxiously awaiting the reply of the Minister of State to Deputy Killeen. I too ask the Minister of State to convey to the Minister the extreme unhappiness of Shannon Development executives at their exclusion from this initiative which will have far reaching consequences for the Limerick-Shannon region.
Mr. O'Sullivan
I have already given an assurance to Deputy Killeen. We must bear in mind that out of the Bord Fáilte budget, Shannon Development has £1 million — a sizeable sum out of the overall budget — for tourism promotion, specifically for the Shannon Development area. Nevertheless I understand the Deputy's sense of grievance and I will convey it to the Minister.
That concludes questions for today.
Written Answers follow Adjournment Debate.