Ireland targets buyers with fairy story campaign

Tourism Ireland is launching a two-pronged direct marketing campaign this week as it seeks to drive C&I business to the country. The first thrust of the push targets 1,000 corporate and agency buyers who have previously held events in Ireland. As a loyalty reward, each will receive a hardback book containing a personalised fairy story designed to “evoke the warmth, hospitality and magic of Ireland” according to the NTO. The second part of the promotion goes live next week, with an email blast to event professionals yet to use Ireland for events. This will direct recipients to the microsite www.story.irelandinspires.com, where they can create their own fairy stories. “Ireland is a magnificent and beautiful country that has so much to offer business visitors as well as traditional tourists,” Tourism Ireland business tourism executive Kate Crossman. “In 2007, the business conference market experienced significant growth, but we really want to put Ireland on the map in 2008 and make it the number one destination for companies looking for a conference venue with a difference.”

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