5 Core Principles

In order to bring the brand to life across all our activities, we must ensure that the following 5 core principles are also considered in order to deliver the island of unique character and characters.

Ground-up - We want our communication materials to look and feel like they come from the people of Ireland rather than a 'representative body'.

Right People - People trust people, let's make sure we always use people who embody the meaning of the characters of Ireland. People who are spontaneous, engaging, fun and 'themselves'.

Interaction - Move from transactions to interactions. We're not distributing brochures, we're selling experiences in an engaging way.

More Senses - Everything we do should appeal to several of the senses.

Surprising - Always ask: 'What's surprising to consumers about this?' Add some character to what you’re doing.