THE shamrock is not being dropped as a symbol of Irish tourism, Bord Failte said yesterday. It will remain part of the board's corporate identity. It will be used on Bord Failte's own material, but it may not feature in an international television and print promotion being assembled by a number of parties, including Bord Failte.
While the familiar circled shamrock will remain as the board's corporate logo, it is believed that no decision has been taken regarding its use on advertisements and visual material which involve Bord Failte and the tourism industry, with some funding from the EU.
This £30 million campaign, the most expensive of its type, will have a separate identifier that may not necessarily be a shamrock.
According to Bord Failte yesterday, as part of this campaign "a visual identity is being created which will complement the existing Bord Failte shamrock logo".
The advertising campaign is based on consumer research and the use of 17 focus groups around the world. It was the low recognition factor of the shamrock that has jeopardised its use in the new campaign.
The identity to be designed for this campaign "will not in any way interfere with or detract from the ongoing usage of the shamrock as Bord Failte's corporate identity around the world". The campaign was awarded to the Dublin agency, Peter Owens. The film work was given to a British company, DFilm. Design Works in Dublin are designing the new logo.
Mr David Andrews TD is to start a "save the shamrock" campaign when the Dail reassembles.