Ms Jenny De Saulles:

As Mr. Kelly stated, it is important to remember that the brands are very new. They are babies. As Mr. Gibbons will confirm, the Wild Atlantic Way has significant resonance with the domestic audience. The Ireland's Ancient East brand had less resonance with the domestic audience, but it actually had significant resonance with the international audience. When the international audience thinks of Ireland, it thinks of a green Ireland with castles and culture. Where Ireland's Ancient East resonates is really with the US market and the market in European countries such as France. It resonates better with the international market than it does with the domestic one. That said, the Keep Discovering campaign we ran last year raised the profile of Ireland's Ancient East domestically. It is continuing to grow in the domestic market and has great potential, as does the Hidden Heartlands.