IDA to roll out global marketing campaign to sell ‘innovation island’

17 Sep 2009

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The country’s development agency IDA Ireland is to invest €2m in a global campaign to market Ireland as a leading location for innovation investments.

The campaign will feature testimonials from high-powered business executives from major inward investment companies including Facebook chief operating officer Cheryl Sandberg and Microsoft country manager Paul Rellis.

The branding, which uses iconography based around the distinctive brand that is Ireland as well as blackboard imagery to showcase the country as a place where ideas begin, also features with permission branding from Google, Lenovo, Merck and CITI Group.

In print, the campaign will feature in the Financial Times, the San Jose Mercury News, The Economist, the Harvard Business Review, Fortune Magazine and Wired.

The campaign will also make strong use of social media and internet advertising, making strong use of search engine optimisation and advertising on the websites of the Wall Street Journal, New York Times, the Financial Times, TechnologyReview.com, The Economist website and on Bloomberg.

IDA Ireland will also bring the new branding to numerous airports across the US, including Chicago, Los Angeles, San Francisco, Washington and JFK in New York.

The campaign will also be broadcast on CNBC and on Bloomberg from this month.

By John Kennedy

IDA Ireland

Photo: Ireland is being marketed as a top location for innovation investments.

Editor John Kennedy is an award-winning technology journalist.

editorial@siliconrepublic.com