WHILE the details of Bord Failte's multi-million pound marketing initiative, due to be revealed on Monday, is being kept a closely guarded secret this weekend, there are high hopes within the tourist industry that its impact will be dramatic. Designed to promote tourism throughout the island of Ireland, Noel Toolan's marketing strategy promises to radically change the way Ireland is to be promoted throughout the world.
One of the most innovative aspects of the new campaign will be the involvement of major Irish companies in sponsoring Irish tourism internationally in tandem with their own products. The tourist board has sought five major corporate partners who, it envisages will pay millions of pounds to join it in its marketing efforts. To this end Bord Failte has specifically looked to recruit companies in sectors such as photographic film products, giftware, beverages, financial services and petrol retailing.
Irish-based companies thought likely to sign up for the deal include Guinness, Irish Distillers, Waterford Crystal and Baileys. The idea is understood to also offer wide appeal to big international brands, with Visa, Mastercard, Fuji and Kodak likely to be part of the campaign.
Toolan has also spent several months liasing with other national tourism boards and major sports sponsorship organisations in relation to their role in supporting his marketing plans.
An advertising campaign, estimated to be worth £3.2 million, will be handled by the Peter Owens agency, and will jointly promote tourism in the Republic and North of Ireland.
While welcoming the involvement of an Irish agency, the campaign drew some criticism, when it was learned that up to £1.75 million of this will go to the London-based D Films company, which will carry out the filming. The new logo for Irish tourism has been designed by the Dublin-based company Design Works.
Mr Toolan has tirelessly been working on the new campaign since joining Bord Failte in 1995 having carved out a successful career in international marketing.
Having turned his back on a career in industrial engineering, Toolan decided his future lay in marketing. After graduating from University College Galway he moved to Geneva to work with international household products manufacturer Procter & Gamble. There he took up a position within its marketing management team charged with selling and promoting its brands in the Caribbean region. He briefly transferred to the group's British division before returning to Geneva where he took over responsibility for its marketing activities for Kuwait.
In 1993, his attention switched to the drinks industry, when he moved to the Grand Metropolitan group based in Britain. In the early years with Grand Met his activities were never that far removed from home though, as he set about promoting one of its newest brands, Baileys Irish Cream.
At that time Mr Toolan was charged with introducing the Irish liqueur to Australia, New Zealand, Japan, South East Asia and Eastern and Central Europe. Throughout that period Baileys enjoyed phenomenal success and in 1986 Mr Toolan was asked to set up a European management team for that brand.
Following his success with Baileys, Grand Met decided to put him in charge of running a newly acquired business in Germany, the Greek brandy company, Metaxa International.
Having mastered the international marketing game, Mr Toolan was attracted to take up a new challenge, this time in Ireland.
Bord Failte's decision to recruit an international marketing director was a radical departure for the state agency. Having come in for more than its fair share of criticism over the years, the appointment was largely seen to be its attempt at restoring confidence in its activities.
A report by consultants Arthur D Little into Bord Failte's operations in 1994, insisted that many of the industry's gripes with the organisation were unwarranted, saying that basically it was still good at what it does. Its main weakness, it conceded, was its lack of marketing expertise. Bord Failte was quick to recognise Mr Toolan's extensive marketing experience and in 1995 appointed him to oversee its marketing strategy.
In a relatively short time he has managed to gain a high profile. Sources within the industry unanimously point to an energetic, enthusiastic person, who's attitude is almost "infectious". His affable nature and acknowledged skills have quickly earned him praise throughout the industry and allowed him to forge good working relationships within the organisation and at Government level.
Over the past 18 months Mr Toolan has built up a strong team of marketing executives, their input will also be reflected in the new campaign.
Industry sources say they warmly wellcome the latest efforts to bring corporate sponsorship on board. In financial terms they believe "it makes sense" and must be the way forward. The main tourist bodies and professional organisations have been kept up-to-date with progress of the new strategy almost since its inception, through a series of regular presentations. And so far most seem happy with what they've seen.
"It's shaping up to provide a much needed breath of fresh air for the business, according to one hotelier, who is optimistic that its success will bring benefits for other sectors of the economy. Their final verdict will be known on Monday.
