The resignation of Bord Failte's international marketing director has come as a "complete surprise" to the tourism body. Mr Noel Toolan, Bord Failte's international marketing director, announced his resignation towards the end of a lengthy board meeting in Donegal on Friday.
Mr Toolan was the creative architect of Tourism Brand Ireland, one of the first tourism marketing concepts to attempt to brand a country.
Mr Toolan, who joined the tourist office in 1995, will be taking up employment with as-yet unnamed private sector international marketing consultancies. He is expected to specialise in international tourism projects.
The resignation of Mr Toolan, who had two and a half years left on his contract, came just days after Mr McDaid, the Minister for Tourism, Sport and Recreation, approved a new £100,000 logo which reintroduced the shamrock, making it more prominent in the branding. Mr Toolan and Mr McDaid met in Donegal at the weekend. According to Mr McDaid the matter is entirely an operational matter for Bord Failte. "I understand it arises from his wish to advance his business career in the private sector and I'd like to wish him well," the Minister said.
Mr Toolan said he would be working as a consultant to a variety of international consultancies. He added that he had given six months notice.
???ailte board. He will be involved in choosing his successor.
"I have done this on the basis of a real hard look, I would have made the decision several months ago but I wanted to make sure I finished off TBI," he said.
He insisted the problem over the logo which resulted in the shamrock being given greater prominence than the new "dancing couple" had been blown out of proportion. Mr Toolan added that initial testing showed that the £3.5 million TBI initiative was achieving very positive response, particularly from Americans. The project is also being closely examined by other countries including Cyprus, Mexico, Scotland and the British Tourist Authority.
Mr David Bunworth, president of the Irish Tourism Industry Confederation, and marketing director of Aer Lingus said he was very surprised at the announcement. He added that he was now concerned that some of the momentum may be lost. "I would not like to see it drift away again," he said. "There is already a problem with the level of funding for the process. When you are repositioning the country £3.5 million is simply not enough and I have voiced that to the Minister."
Mr Chris Kane, director of corporate affairs at Bord Failte, said he understood Mr Toolan had been looking at other opportunities for some time but the board had not been aware of this.
Mr Mark Mortell, chairman of Bord Failte, said he and the board wished Mr Toolan well. "His input has been much valued by the members of the industry in this country," he said.
