Tourist Brand Ireland, is that the new phrase? Here on the front page of a German weekly newspaper's tourist section is an advertisement for Ireland, five inches deep, running right across the broadsheet page. It carries the headline urging you to experience life anew. There is a very fetching head on shoulders picture of a pretty young woman playing the fiddle at one end, and, at the other, white on black, the new symbol. Is it a view from above of two people about to embrace, one of them holding in his or her right hand, a bloody great shamrock? Anyway, the text tells you that the unique landscapes and the magic of Ireland lie closer than you (a German) think. For example, by plane you are only two hours from it all. And by ferry it's a pleasant journey. Discover the variety of this country full of mysticism and magic in your own individual way, it says. You are expected. And in between the two ends they give some prices. From Dusseldorf or Frankfurt, it's from 399 DM. As this is written, there are 2.66 marks to the Irish pound.
Farmhouse holidays in County Clare, it says, give good opportunities for excursions to the Cliffs of Moher (Germans seem to love these cliffs), and through the "bizarre Burren region". All rooms have the usual conveniences and telephone and TV. Farther on in the newspaper there is an ad from Aer Lingus, about half the space of the other, but with the same message, or blarney, if you like. "Dublin Flight 399DM" - off season price. And the copy tells us of swinging Dublin, 1,000 years old and always growing younger - exciting or relaxed - shrill and quiet - a fascinating kaleidoscope. Big shopping centres and small special establishments for tweed, wool, silver, antiques. The best of gourmet restaurants and ethnic, ancient pubs, "Kitch Kunst and Kultur", ie Kitch, art and culture. A picture taken outside a Dublin establishment with a big Guinness advertisement, gives us a caption" which repeats the three Ks and says that in Dublin's ethnic pubs "everything is talked about." Nothing wrong with that but you wonder what do, Germans talk about in their pubs.