Isn't it a fortunate coincidence the Irish Open Golf Championship should have been held in Fota Island Cork?
Chinese people recently became the owners of Fota Island Resort.
China is the world's biggest economy.
Cork is our local economy.
Ireland is a country full of fresh clean air.
[As a golf destination, China is huge - golf expanding there, quickly. As a golf destination Ireland has a proven track record - lots of great courses & links.]
The national leader of Ireland, head of government, Taoiseach Enda Kenny was at Fota yesterday. Shortly after the winning putt by Finland's Mikko Ilonen - Enda Kenny was interviewed on Irish television.
What did he choose to highlight? What was his key message?
"Ireland's a great place for wonderful golf in the cleanest fresh air."
A highly specific message to decision-makers in China where the country is badly polluted. Associating Ireland with the thing China most needs: clean air [plus clean water & soil].
For their future, Chinese people need clean air, water & soil more than anything - Ireland is a place synonymous with fresh air.
A highly specific message to Irish entrepreneurs.
There's a huge demand in China which Irish entrepreneurs could serve. Irish companies able to help China with its pollution problem are relevant to Chinese people. There's a huge opportunity for innovative Irish companies. Pollution won't go away by itself & China cannot afford to ignore the legacy of its industrialisation.
"Ireland's a great place for wonderful golf in the cleanest fresh air" is code. It's a coded message - easy to unpack.
A lot of work went into that message
- a lot of thinking & collaborating across government departments.
Associating Ireland as the solution for China's greatest pain. It works well with the messages communicated in Ireland Inspires - the excellent video by Fáilte Ireland.
Ireland as a force for sustainable anti-pollution solutions - strong isn't it?
A few weeks ago, Jon & I were in Tralee working with others on this very issue, weren't we?
Enda Kenny did a good job yesterday.