Tánaiste Launches Innovation-Focused Marketing Campaign

Tánaiste and Minister for Enterprise, Trade and Employment, Mary Coughlan T.D., has launched a major new marketing campaign promoting Ireland as a destination for foreign direct investment.

The campaign, which has been developed by IDA Ireland, is designed to position Ireland as the pre-eminent location for companies who are seeking to invest in future innovation.

Launching the campaign, the Tánaiste said, "In today's turbulent global economy, it is critically important that our international brand positions Ireland as a location for leading multinational companies to invest in their future.

"This campaign taps into Ireland's unique selling points built around our talented and highly skilled workforce. It is aimed at opening new eyes to what Ireland has to offer."

The campaign consists of television, internet, newspaper and poster advertisements.

Its theme is Ireland's ability to supply the fresh thinking and creativity which innovation needs to flourish.

It stresses the part that the people of Ireland can play in making innovation happen. Ireland, says the campaign's tagline, is the place where 'innovation comes naturally.'

Speaking at the event, Barry O'Leary, IDA CEO said that "In today's extremely competitive world, business people are agreed that innovation is the primary source of sustainable competitive advantage.

"This search has recently led companies including Facebook, Google, Intel and Citi to locate their European headquarters or other major operations centers in Ireland.

"Ireland's unique innovation ecosystem - founded on the creativity and skills of its workforce, a knowledge-based economy and pro-business government policy - has made Ireland a uniquely attractive environment in which to foster innovation.

Over the next 6 months the campaign will be initially focused on the North American market, and will include a series of TV advertisements on CNBC and Bloomberg, as well as advertisements in print and digital media and major US airports.