IDA global marketing campaign targets investment

Virtual campaign will see Taoiseach and Tánaiste to lead IDA Ireland international roundtable engagements on St Patrick’s week.

IDA Ireland is planning a global marketing campaign that will target fresh investment into Ireland.

The new campaign will be based across digital, print and broadcast platforms and capitalises on the goodwill towards Ireland that exists across the globe on 17 March.

“Marketing Ireland is our day job, and this new campaign will be targeted at potential investors”

Alongside the digital-first campaign, there will be TV-advertising on Bloomberg, CNBC and China Business News throughout the week as well as full page ads in the FT and Wall Street Journal.

Virtual conversations about real opportunities

The campaign will coincide with a series of virtual roundtables with IDA clients during St Patrick’s week which will include senior Irish Government members.

IDA Ireland CEO Martin Shanahan said that IDA Ireland client companies are responsible for more than 250,000 jobs directly and expenditure in the Irish economy of more than €25bn and account for 67pc of all exports from Ireland.

“Like all other businesses, we have adapted to current circumstances,” Shanahan said.  “Moving our investor conversations online has been a great way to maintain dialogue in recent months.

“Marketing Ireland is our day job, and this new campaign will be targeted at potential investors. Over St. Patrick’s week our target market will see Ireland in TV ads, they will read about doing business in Ireland in their papers, and they will see our digital takeovers when they open their favourite news provider. IDA will also be participating in many other business events across the globe to celebrate St. Patrick’s Day,” Shanahan said.

An Taoiseach, Micheál Martin, An Tánaiste, Leo Varadkar, Minister for Finance, Paschal Donohoe, Minister for Further and Higher Education Research, Innovation and Science, Simon Harris and the Minister for Trade Promotion, Robert Troy will be hosting meetings with IDA clients in the US, Europe, UK and Asia.

At the virtual roundtables the IDA and the Government members will discuss current investment conditions in Ireland, Ireland’s Covid response and future investment opportunities.

“FDI has proven to be extraordinarily resilient over the past year and will be key to Ireland’s recovery from the economic impacts of the Covid-19 pandemic,” said An Taoiseach Micheál Martin.

“So many Irish businesses also depend on the multinational sector, it is important that Ireland continues to attract and maintain current levels of investment. I have had the opportunity to speak with many IDA clients since taking office and I look forward to upcoming engagements.”

Tánaiste Leo Varadkar said that despite an unprecedented and difficult year, Ireland recorded a net increase in FDI jobs of nearly 9,000 in 2020.

“This is a testament to the attractiveness of Ireland as a destination for companies seeking to invest. The revenues generated by IDA companies allowed us to fund business grants, the PUP and wage subsidies, as well as extra investment in healthcare and education, to an extent that would not otherwise have been possible. We will continue to welcome FDI to Ireland and provide the right environment to allow international investors to flourish here.

“This St. Patrick’s Festival will be very different to previous years but we will make the most of it and continue to use it as an opportunity to meet, virtually, with companies thinking of choosing Ireland as their home and those that have already done so,” Varadkar said.

By John Kennedy (

Published: 11 March 2021