THE GOVERNMENT is to launch a major international marketing campaign to repair Ireland’s image and encourage inward investment.
Detailed proposals drawn up by Government departments for an “integrated international marketing strategy” for Ireland are close to finalisation, according to briefing notes prepared for Taoiseach Enda Kenny.
The notes, which were obtained under Freedom of Information legislation, warn of a loss of investment opportunities, damage to Irish companies and a continuing decline in tourism unless steps are take to challenge Ireland’s current negative image.
Ireland’s international reputation has been significantly damaged over the past two years as a result of the fiscal and banking crisis, the document prepared by the Taoiseach’s officials states.
“The quantity of sustained, negative international media commentary covering such a broad global geographic spread is in many ways unprecedented.” The officials acknowledge that the strategy will cost money, but warn that the cost of doing nothing could be many times higher.
Their detailed report is expected to be available to the Government shortly.
Elsewhere, the document states that Ireland’s binding emissions reduction target of 20 per cent by 2020 under EU rules is very challenging. Latest projections show that Ireland will not meet the target without new policy measures and/or the use of carbon credits.
The document also warns that plans to eliminate consistent poverty by 2016 may not be achieved.
The recession, the implementation of the national recovery plan, changes to social welfare and high unemployment are cited as factors affecting poverty targets.
