Website to promote Ireland set to provide major showcase for country

A WEBSITE designed to promote Ireland has the potential to become a world leader on the web and act as a major showcase for the country, according to an international expert on managing national identity and reputation.

Simon Anholt spoke at the launch of the Gateway Ireland Project in Dublin yesterday. The website, to go live on St Patrick’s Day next year, will be used to promote Ireland as a destination for business, tourism, culture and education.

Mr Anholt said: “The international standing of a country is one of its most critical assets. Governments need to be brand managers as well as policy makers.

“There is absolutely no proof that advertising, logos or slogans can do anything to manipulate international perceptions of a country, and most national branding campaigns are an inexcusable waste of taxpayers’ money.”

He said the Gateway Ireland advisory group has introduced a “refreshing concept” that will enable these actions and bridge gaps across all sectors on an international scale.

The group was established following the Global Irish Economic Forum at Farmleigh in September 2009.

Gateway Ireland will provide a series of global, language-specific “electronic embassies”, which will contain information on various countries for people living there and for people with potential business interests.

Seminar speakers included Gateway Ireland chairman John McColgan and actor Gabriel Byrne, a Cultural Ambassador for Ireland.

The seminar was moderated by Mark Little, a member of the advisory group.

Mr McColgan said: “Gateway Ireland is a fantastic medium for re-enforcing brand Ireland in countries where Ireland has an established presence.”