1990s: High Technology

In the 1990s, the concepts of the previous two campaigns were synthesized into "The Place, The People, The Profits" campaign (see Figure 7-3). Profitability and high technology were the main messages throughout the ads. There was a strong industry focus highlighting medical devices, tele-services, electronics, engineering, financial services, and software. As a measure of the effectiveness of the campaign, customer services centers were situated in Ireland, especially for the financial services sector. By the mid-1990s, Ireland became known as the "Call Center of Europe."

Figure 7-3. The "Profit by Us: The Place, The People, The Profits" ad campaign. Reprinted with permission of IDA Ireland.

The advertising campaigns of the 1990s were run in tandem with appropriate government initiatives, promotional trips abroad by government ministers, and the day-to-day work of the IDA's marketing executives. IDA's advertising was a potent factor in developing a much more positive, well-rounded image of Ireland among IDA's target companies.

The advertising budget was mainly targeted at the U.S., where 75% of foreign direct investment originated. It was particularly used to promote the new services sector in specialist publications such as Electronic Business . While the advertising was limited by financial constraints, it was an important part of the drive to win investment in the new sectors, and it reaffirmed that Ireland was still a serious contender for inward investment.