IDA Ireland launched a campaign last autumn to reach US-based executives and promote Ireland as a destination for foreign investment. The New York Times, the Sunday Business Post, the Irish Times, Silicon Republic and many other media outlets have covered the campaign extensively.
Positioning Ireland as an innovation hub, McConnells, working with IDA Ireland has been getting the message out across all the relevant communications channels.
A 30-second TV spot is ran on CNBC and Bloomberg television in North America. Press ads appeared in the Financial Times, the Wall Street Journal, Barron’s, the San Jose Mercury News, the Economist, Wired, Fortune and Harvard Business Review.
Online a suite of ads including one incorporating videos from IDA clients in Ireland ran on NYTimes.com, Bloomberg.com, FT.com, WSJ.com, Economist.com, Wired.com and technologyreview.com as well as other places online.
And because business travellers are an important part of this audience, the campaign also extended to US airports in New York, Los Angeles, Chicago, Washington, San Francisco as well as Dublin, Cork and Shannon.
The campaign also included an extensive PPC campaign managed from Dublin, a special briefing for Irish bloggers about the campaign as well as facilitating discussions about innovation in Ireland by creating the Innovation Ireland group on the social network LinkedIn.