The latest case in the outbreak of ads seeking to allay tourists' fears about foot-and-mouth has been reported in the Republic of Ireland.

First seen in Britain last month [WAMN: 26-Mar-01], the epidemic of campaigns targeting potential visitors has now crossed the Irish Sea and reached Bord Failte, Ireland’s state tourism body.

The global ‘Ireland is Open’ effort, handled by Bord Failte’s lead shop DDB Worldwide, will consume most of the $20 million allotted to the body this year for campaigns, focusing on key sources of tourism such as the US, Germany, the Netherlands, Britain, Italy and France.

The ad push will be backed up by leading Irish politicians such as president Mary McAleese, who will tour the world dispelling fears about the disease’s effects on humans and food hygiene.

Despite the fact that Ireland has had only one solitary confirmed case of the disease, the number of American tourists expected to visit the Emerald Isle this year has plummeted from one million to 500,000 due to health concerns.

News source: Advertising Age - International Daily