Tourism Ireland Brand Guidelines

Ireland was a brand long before the concept even existed. Through film, folklore and word of mouth, an aura and personality was created around the island of Ireland that no amount of advertising could hope to match. The name alone conjures up images of an enriching holiday experience, with beautiful scenery, engaging people and a living and historic culture.

The "Ireland" brand has grown organically, with Tourism Ireland acting as a brand guardian. Our marketing programmes draw on core brand values, such as authenticity and real interaction to communicate the Ireland promise. Supported by a world-class website, we use advertising, publicity, promotions to trade and consumers, direct marketing, information and literature to market the island of Ireland overseas. The "Ireland" brand is developed with the help of our overseas offices and our domestic partners.

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