"What makes Ireland great, makes Ireland great for business," according to a new television campaign for inward investment agency IDA Ireland created by its advertisement agency Publicis Dublin.

The 60-second advertisement is aimed at "C-suite executives" – chief executives, chief financial offers, chief operations officers – in North America and it shows images ranging from Irish natural beauty spots to children learning computer coding skills and to multinational data storage centres.

Business channels
"What makes Ireland great?" the advertisement asks. "Is it the rugged sounds of ancient isle / Or the fizz and hum of computer file?"

It will run on the business channels Bloomberg and CNBC as part of a three-year multimillion euro campaign.

Publicis won the IDA Ireland account in 2010 and this is its first campaign for the State body. It replaces the “Innovation Ireland” campaign that has run for four years.

Publicis said the television advertisement would be complemented by an “extensive presence on digital platforms”, again targeting executive audiences.

Track record
"At a time when the US media are focusing on corporate tax rates that can be duplicated, it's important to communicate the key points of difference we have as a nation: an educated workforce, history of creativity and track record in foreign direct investment," says Padraig Burns, the company's managing director.

The advertisement can be viewed at Publicis.ie.