Our Positioning

The island of unique character and characters

Understanding what characteristics make the island of Ireland unique as a travel destination for visitors is key to understanding our brand.

As a brand, Ireland has clearly recognisable attributes and positive associations that are clear in the minds of our potential visitors. It is important that we protect, foster and manage these in a way that allows us to create a positive relationship with the many stake-holders the brand interacts with. This is called the brand positioning, it is the first element and back-bone of our brand.

Our positioning consists of two core elements. The first of these is: Character

Visitors are always captivated by the natural and man-made landscapes. Although it is celebrated for its forty shades of green, the island of Ireland is much more than that. A rich tapestry of breathtaking landscapes, seascapes and vibrant cityscapes steeped in history, all create a varied experience for the visitor. It is an experience that fills the senses – an energising journey.

Characteristics of Character

involving, inviting, diverse, dissonant, surprising, dramatic, accessible, concentrated, vibrant, deep-rooted

The second is: Characters

The people on the island of Ireland make Ireland what it is.
Their humour, their friendliness and their interest in other people are the qualities that visitors find most endearing. Unlike scenery, capturing a sense of the personality of the many characters on the island of Ireland is difficult as it is so intangible. However it is this quality that makes the Ireland experience so unique.

Characteristics of Characters

spontaneous, engaging, authentic, curious, knowledgeable, inquiring, witty, articulate, lyrical, pride-in-place