We must use well known Irish people, such as Pádraig Harrington, Sonia O'Sullivan, Éamon Coghlan, Liam Neeson, Séamas Heaney, U2 and the Chieftains to market Ireland. We must put all hands to the pumps. A successful advertising campaign is being run in the United States featuring the actor Martin Sheen, of the TV programme, "The West Wing".