BORD Failte is planning a major marketing campaign with a proposed budget of between £30 million and £40 million.

The board has already briefed more than 30 domestic and over seas advertising and design agencies, according to a report in the current edition of Marketing magazine.

The plan is to build a stronger and more defined image abroad for Ireland under the banner of "Destination Ireland". A decision on which agency will oversee the account is expected to be taken by mid April.

"We're looking at all the identity and design elements with a view to developing a stronger image of Ireland overseas," said the agency's international marketing director, Mr Noel Toolan. "A huge amount of money" had been invested in getting Ireland's tourism facilities and amenities right, and Bord Failte was "gearing up to communicate a stronger image for the product", Mr Toolan said.

The key task of the campaign will be to reach directly to the public in a number of key foreign countries. "We need to be absolutely sure about what Ireland is to people", according to Mr Toolan.

A number of Dublin based advertising agencies are in the running for the new campaign, according to informed sources, but those with international links are thought to have the best chance of securing the account.