Canada is Tourism Ireland’s ‘shining star’
Tourism Ireland’s new brand strategy extends to ‘shining star’ Canada
TORONTO — coming off a record year from Canada in 2008, Tourism Ireland isn’t going to let something like a recession slow it down. The Canadian market posted an 11% increase last year, with about 115,000 Canadians visiting the Emerald Isle.
“We were the shining star,” said Jayne Shackleford, marketing manager, Canada.
Looking ahead, Shackleford said Tourism Ireland is “ready for challenges”. The organization is focused on maintaining its market share in 2009 and excited about a new brand strategy.
The new campaign highlights the “unique character and characters” of Ireland and includes new print ads, TV ads and ‘webisodes’ (see www.discoverireland.com/go).
The new tagline, ‘Go Where Ireland Takes You’, is “designed to reflect the fun and spontaneity that you find in Ireland,” said Ireland’s Minister of Transport, Noel Dempsey, in Toronto for the lunch. “Our advice for an Ireland holiday is, don’t plan it too much – take the new motto to heart and go where Ireland takes you.”
Ireland’s watchword this year is “easy”, said Shackleford. “Easy to buy, easy to get there, easy to enjoy. Ireland in 2009 offers tremendous value.” Major events like Kilkenny’s 400th anniversary are another reason to visit, she added.
Courtesy of Travelweek.ca, March 2009
Travel Marketing Solutions is your Canadian sales and marketing expert. Based in Canada but understanding the needs of the international partner. 
