Brand sponsors wanted for Ireland

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DUBLIN -- Bord Failte, the Republic of Ireland's tourist board, is advertising for up to five major corporate partners who will pay millions of dollars to promote their products alongside Irish tourism.

DDB Needham, together with its affiliate Dublin-based agency Peter Owens, has been appointed to mount the new campaign, dubbed Destination Ireland.

Marketers from the five categories of photographic film products, giftware, drinks, financial services and gasoline are targeted. Noel Toolan, international marketing director for Bord Failte, refuses to name particular firms at which the board is aiming its efforts. But the former Grand Metropolitan executive would be expected to consider drinks companies such as Guinness, Pernod Ricard's Irish distillers and the GrandMet-owned Baileys as possible partners.

Others which observers believe may be interested include Waterford Crystal, Fuji, Kodak, MasterCard, American Express and Visa.

Copyright September 1996, Crain Communications Inc.

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