Tourism Ireland appoints The Brand Union for major review of Ireland Brand

Following a competitive tender process, Tourism Ireland has announced the appointment of leading international brand strategy consultants The Brand Union, to assist in a major review of the Ireland brand.

The last comprehensive review of the Ireland Brand was undertaken in 1995 which led to the development of Tourism Brand Ireland which has been used in all marketing communications since that time and refined in 2001 and 2004 to reflect the changing nature of the island of Ireland.

The current expression of the brand has served the island of Ireland well and has been a key contributor to attracting increasing visitor numbers to the island of Ireland, culminating in a record 8.8 million visitors to the island in 2006.

The review will be comprehensive, incorporating all aspects of the brand from a tourism perspective and will include extensive research amongst consumers and trade in overseas markets, as well as consultation with both industry and stakeholders on the island of Ireland.