Agriculture Reference
In-Depth Information
grow the sector. The key word is partner; if you expect the government via its
tourism department to do all the work then you will be waiting a long time.
The support and initiative has to come from the sector.
Let us give you two examples from Ireland.
Product heroism between the industry and tourism
June is strawberry month around Ireland and local consumer awareness is
an opportunity to create a hero product marketing campaign. The campaign
was developed by Bord da Mia, the food development promotional arm of
government. In cooperation with the industry they developed an
18-
page
insert in the
Irish Independent
newspaper to celebrate National Strawberry
Week.
5
The insert was headed with '
Yum! It's Strawberry Time!
'. In our views
the success of this promotion was around how the insert took a hero product
and added value for the consumer.
Fig. 9.1.
'Yum' strawberry promotion in Northern Ireland, UK.
