IDA looks to win C-suite hearts and minds with its €1m worldwide green blitz

A high-impact St Patrick’s Day campaign, including free flower seeds in a wraparound cover on the Financial Times, is pushing Ireland as the land of business opportunity

Kevin Sammon, director of global communications and marketing at IDA Ireland: ‘It’s a very big outlay for us’ PIcture: Chris Bellew

This is traditionally the time of year when tourism bodies attempt to lure high-spending visitors to Ireland with global ad campaigns. But last week, to coincide with St Patrick‘s Day, the body responsible for securing foreign direct investment got in on the act by launching a campaign designed to attract the attention of senior executives.

IDA Ireland ploughed more than €1 million into the move in a bid to win the “hearts and minds” of ...