Agri Aware, which are Ireland’s independent agri-food educational body, have announced the launch of a new advertising campaign in Dublin Airport this Spring.
The campaign, entitled “My land, your land – Ireland”, is perfectly timed with the airport set to be packed with revellers heading to the ever popular Cheltenham Festival, as well as the large influx of diaspora set to arrive on our shores for St. Patrick’s Day celebrations.
The novel campaign will showcase the best of Ireland, where visitors will see a series of images of Ireland, its landscapes and its people.
It is expected that the campaign will reach almost 4 million passengers this Spring. It also aims to explain the Common Agricultural Policy (CAP) in a unique and innovative way, giving travellers from both Ireland and across the world the opportunity to learn key facts about farming and the agri-food industry.
This will be done by focusing on a series of key policy areas including: the role of CAP in supporting agri-tourism, exports, jobs and sustainability.
This innovative, educational, campaign is co-financed by the EU Commission Directorate General for Agriculture and Rural Development and was awarded to Agri Aware, following a competitive bidding process. The campaign is also supported by the Irish Farmers Association (IFA) and Horse Racing Ireland, in addition to Agri Aware's other patrons.
Speaking at the launch of Agri Aware's CAP advertising campaign at Dublin Airport, Agri Aware's Chairman, Mr. Richard Moeran who spoke of his delight at the launch of the campaign.
“Agri Aware is delighted to launch this novel advertising campaign to communicate what our farmers and the agri-food sector deliver through CAP. Farming is the lifeblood of our land and our people and with the help of CAP farmers, as we saw with the recent Storm helps to provide quality, safe and traceable food to the consumer, whilst supporting jobs and rural development.”, said Mr. Moeran.
Deidre O’Shea, Executive Director of Agri Aware, said that because CAP impacts every citizen, this campaign is very important.
“The key aim of this campaign is to dispel the misperception that CAP is a policy solely for farmers, the reality is CAP impacts on all citizens. The unique campaign aims to marry the role of CAP in both rural and urban Ireland.”, she said.
“The campaign will empower both local consumers and international visitors, who will visit Ireland over St. Patrick’s Weekend and Easter with simple and straightforward CAP messages.”, she added.
The launch was also welcomed by Carol Nolan, Director of People and Industry Education at Horse Racing Ireland, who said the aim of the campaign goes hand and hand with the mission of Horse Racing Ireland.
"Horse Racing Ireland are delighted to support Agri Aware’s airport advertising campaign. The aim of the campaign aligns with our mission statement “to develop and promote Ireland as a world centre of excellence for horse racing and breeding” and the creative imagery used in the campaign clearly promotes this.”, she said.
“It made sense for us to be involved in such a well-timed campaign, with thousands of Irish revellers heading for Cheltenham this week and lots of overseas racegoers visiting Ireland for the Easter racing festivals. We hope the campaign will capture the attention of those passing through Dublin Airport, giving them an appreciation and understanding of the horse racing industry and the important role it plays in supporting Ireland’s rural economy.”, Carol concluded.
To find out more about the campaign click here.