Vol. 472 No. 1
31 Mr. Andrews asked the Minister for Tourism and Trade the cost of the new brand image for Ireland recently launched by him; the cost past, present and into the future of marketing Ireland abroad; and the length of time he envisages for the duration of the campaign. [22191/96]
34 Mr. Killeen asked the Minister for Tourism and Trade the benefits, if any, which will accrue to Irish tourism from the Live a Different Life theme and the new brand initiative. [22121/96]
I apologise to the House for the absence of the Minister, Deputy Kenny, who is in Europe presiding over an Internal Market Council meeting. I propose to take Questions Nos. 31 and 34 together.
The Minister has already indicated 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. The task was formally completed with the launch last week of the tourism brand Ireland when Bord Fáilte, working with the tourism industry partners throughout the island and overseas, also assumed responsibility for management of 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 the interaction with friendly, engaging people. I understand from Bord Fáilte that the proposition has been derived from extensive professional consumer research carried out around the world. The development of a premium value brand is intended to make more discerning and high yield tourists want to visit Ireland, 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 as a whole and to help increase tourism revenue in all regions. The visual images and advertising material incorporate a broad regional spread. Bord Fáilte inform me that the communications will give priority to international consumer groups who are more likely to come in the off season and to use the less congested areas of the country, particularly at peak periods. Specific initiatives related to the brand for individual regions are matters for Bord Fáilte and the regional tourism authorities and the local trade.
As the Minister indicated previously, Bord Fáilte has managed the budget for developing this initiative, including monitoring costs and sourcing funding, as an integral part of its day-to-day marketing and promotional activities. The development cost, for which the board budgeted the sum of £3 million, includes the production of extensive television advertising for all the principal overseas markets, a still photographic bank, promotional and support communication material, the design of a 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 informs me that it is also currently in discussion with a number of commercial companies about the possibility of licensing them with use of the logo and the communications style in their print and other marketing activities.
A comprehensive programme for the use or roll out of the new brand is expected to go into place on a phased basis over the next year or so. The new television advertising will be progressively introduced into all 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 or the OTMI, composed of representatives of Bord Fáilte, the Northern Ireland Tourism Board and the industry North and South, has already committed resources behind the deployment of the new brand. Bord Fáilte estimates that up to £60 million a year is spent on the broad definition of tourism marketing, funded by the Exchequer, the EU 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.
I thank the Minister for his extensive reply. I congratulate the industry for the support it gave to Bord Fáilte regarding the presentation of the brand image and commend the professional manner in which Mr. Noel Toolan of Bord Fáilte presented it to the visitors to the Shelbourne Hotel on that occasion. It was well conducted and well received.
However, there was one glitch in the proceedings which had nothing to do with the designers of the logo, which is intended to instantly remind people of Ireland when they look at it. It is not a reflection on the designers from a first class company but the logo will be meaningless without the word "Ireland" underneath it. Will this word be attached to the logo when it is produced? Does the Minister agree that the shamrock has been relegated? One would need a magnifying glass to see it and this is unfortunate because it is instantly recognised as the symbol of Ireland to people who would not ordinarily understand such matters. The logo will be less meaningful than its predecessor in the North American tourism market. I am occasionally critical of Bord Fáilte but, credit where it is due, the brand image presentation was excellent and the presentation by Mr. Noel Toolan was professional.
I thank the Deputy for his welcome for the new brand. He was present at the launch where there was some speculation as to what the logo represented. The message did not come across until one saw two people embracing and exchanging the shamrock. As a result of extensive research by the industry this design was agreed upon and I have no doubt it will, in time, prove very successful. As in all commercial undertakings there is a certain measure of risk involved but I hope, as was intended by the people who designed the logo, it will see us into the next millennium and ensure increased visitor numbers.
As regards the shamrock, I was confronted last week by a lady in Roscommon who is retired from the tourism business and who brought me to task about this matter. She said that the shamrock always has been the Irish emblem. It will continue to be the corporate logo of Bord Fáilte Éireann, which is extremely important. Bord Fáilte has not abandoned the shamrock. We are talking about a combined effort by the Northern Ireland Tourist Board and Bord Fáilte and the concept of two people embracing the shamrock, which is common to both parts of the country, is significant.
The two people embracing the shamrock are crushing it to extinction, which is unfortunate. A feature of the presentation I liked was the involvement of the Northern Ireland Tourist Board. That board is not sufficiently involved, but the fact that it is involved is a start. It is meaningless to have two tourist boards on this island; there should be only one board. The Minister should contact the excellent company that designed this logo with a view to giving the shamrock greater definition because it is part of what we are. Perhaps consideration could be given to a talking logo such as "We are embracing the shamrock" or "Look for me, the shamrock, in the middle of this embrace". It is unfortunate the shamrock has been effectively abandoned in favour of the new logo.
I note the Deputy's point, but we have to be realistic about this and, having spent in excess of £3 million on designing and launching the logo, it is unlikely there will be any change in the immediate future. I will convey the Deputy's remarks to the Minister.
I welcome the innovation which is inherent in the new logo for Irish tourism, but I have some concerns. What will be the effect on the overseas tourism marketing initiative in terms of the amount of funding available? The Minister said that the cost of the presentation would be included in the general Bord Fáilte costs. I am concerned that in promoting the new logo a substantial amount of money which was previously spent on direct marketing will be diverted to that area. Will the Minister set my mind at ease on that point? What lead-in time is envisaged by Bord Fáilte and the trade generally for this radically new symbol? As the Minister will appreciate, its positive effect will depend greatly on its recognition factor. I agree with Deputy Andrews it is unlikely in the short-term or even in the medium term it will be recognised as a symbol of Ireland. When can we expect it will become so recognisable that it will play a constructive role in marketing tourism?
In regard to advertising, a sum of £60 million is provided annually in the Bord Fáilte budget specifically for the OTMI. It is hoped some of that money will be used to promote the logo in the interests of this island, North and South. It is hoped also that the campaign will get off the ground early in spring so that it will impact on next year's tourist season.
When will we see the new logo on promotional material? The Minister stated that Bord Fáilte will continue to use the shamrock logo. Where will we see the new logo and how will it be recognised in the way brand names in the commercial world acquire recognition which render them valuable?
The Deputy is misquoting me regarding the logo of Bord Fáilte Éireann and the marketing initiative. The shamrock will continue to be the corporate logo of Bord Fáilte, but when marketing the island of Ireland the new logo, at the launch of which the Fianna Fáil spokesperson was present last week, will be used. I think Deputies will agree it has been received enthusiastically by the trade and by all those involved in tourism.
