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N.D.P. / C.S.F. Operational Programmes
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Sub-Programme for Marketing >
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Sub-Programme for Marketing

This aims to assist and encourage both the public and private sector to market Ireland's tourism product abroad. The emphasis is to encourage off-peak tourism and development of niche markets. A total of £125m will be invested, of which E.R.D.F. will provide £51m. The Marketing sub-programme will support the marketing overseas of the attractions of Ireland as a holiday destination. The integration of public and private sector marketing initiatives will be a priority. It will support:
  1. Extending the Season Support will be available for marketing projects that will extend the season i.e. annual events held outside peak season.
  2. Expanding Sea and Air Access Support will be available to air/sea carriers and tour operators for marketing campaigns promoting Ireland as a destination.
  3. Developing New Markets Encouraging the development of new markets - Spain, Switzerland, Scandinavia, Japan and South East Asia will receive particular attention.
  4. Developing Product and Niche Markets Product suppliers will be encourage to participate in trade and consumer promotions, brochure production and to identify target and niche markets for their products.
  5. Attracting More High-Yield Business Priority will be given to marketing programmes which seek to generate high-yield business i.e. conference and business incentives, shopping excursions and car-hire.

The elements of marketing programmes which will be considered for grant support include:-

  • Advertising
  • Direct Mail / Database Marketing
  • Publicity / Public Relations
  • Promotional Material
  • Sales Visits
  • Trade and Consumer Promotions
  • Market Research Dedicated Market-based Sales Representation
  • Marketing Graduate Scheme (Separate Conditions)
  • Professional Marketing Consultants (Separate Conditions)
  • Tour Operator and Carrier Support

Average aid rate is 35%. However, higher levels may be approved for qualifying higher risk activity.

The sub-programme is administered by:
Bord Failte,
Baggot Street Bridge,
Dublin 2.

Tel: 01- 602 4000

Shannon Development,
Shannon Town Centre,
County Clare.

Tel: 061 361 555

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