As the Deputy is aware, a major tourism marketing reassurance campaign to help counter the adverse impact of the foot and mouth crisis, is already under way in our key source markets, including the United States. The campaign, with a total budget of £10 million, has been designed by Bord Fáilte in consultation with the tourism industry. I was particularly pleased that the Government at its meeting in Killarney earlier this week gave approval for the final Exchequer contribution of £2 million towards the cost of this campaign. These actions are, of course, incremental to the 2001 budget previously approved for tourism marketing which represented the largest ever level of State funding for tourism marketing and brings the total Exchequer provision now for tourism marketing and promotion in 2001 to £67 million.
The reassurance marketing campaign consists of special media advertising, trade reassurance measures and special promotional visits, including my own recent visit to the US. In the course of that visit, I undertook 30 interviews with television, radio and print media; I attended trade and media events in four cities and had three industry meetings.
As regards the use of personalities to endorse the marketing campaign, I am pleased to say that, following a request from the Government, the rock band U2 are highlighting the attractions of holidaying in Ireland to fans at their US concerts and have included favourable material on their website. In addition, the movie star, Martin Sheen, who is currently starring as President Bartlet in the hit television series "The West Wing", has been used in special new television and radio advertising in the US.
I understand from Bord Fáilte that former President Bill Clinton's recent visit to Ireland did generate some useful publicity in the US and this, of course, is to be welcomed.