It has brought in Irish-owned London agency Eulogy! to handle a campaign called ‘Fill These Boots’, which will publicise aspects of the country’s construction industry such as the quality of its bricks.
Forty-nine per cent of Ireland’s construction-sector goods are already exported to the UK, but it wants to ramp up that figure.
‘There are deep historical ties between the Irish construction industry and the UK,’ said Eulogy! MD Adrian Brady, who heads the account. ‘We want to cash in on those ties by emphasising Irish construction developments.’
Enterprise Ireland also wants to ditch any negative associations with Irish workers. Eulogy! will focus on getting ‘serious business stories’ in trade press with a view to winning forthcoming 2012 Olympics contracts.