Tourism Brand Ireland is a joint initiative between Bord Failte and the Northern Ireland Tourist Board to promote the island of Ireland overseas. It is an innovative and modern portrayal of Ireland and aims to attract highspending tourists. Launched last November by the then Minister for Tourism, Mr Enda Kenny, the extensive international television and print advertising campaign has been rolled out in the US Britain, France, Germany and Australia since January.

The advertising campaign alone has a five-year budget of £11 million, £6 million of which will be spent on cinema and television advertising. These commercials come in four versions and are tailored to reflect specific tourist requirements in the various markets. They include footage of the Cliffs of Moher, the Giant's Causeway and the Carrick-a-rede rope bridge, as well as other unusual and visually dramatic scenes depicting life in Ireland.

While visually acclaimed and well received within the industry, Bord Failte's decision to award the £1.75 million contract to a London company, D-Films, to shoot the advertisements upset the growing number of Irish film makers.

So far Bord Failte is very happy with the campaign, which it says is proving effective in changing perceptions about Ireland, but stresses that it will take several years yet before that translates into a surge in bookings. And while preliminary market research suggests the campaign has boosted tourist numbers this year, those closely associated with the initiative know it will only prove successful in the longer term if it can secure substantial financial backing.

To this end it will be increasingly dependent on the Irish and international commercial sector to sign up for joint sponsorship deals. And while it has to date failed to attract these monies it remains confident that it can still be achieved.