Overseas Marketing Drive to Double no. of International Students in Ireland

Enterprise Ireland Press Release

Ministers Quinn and Bruton launch new International Brand for Education in Ireland

The Minister for Education and Skills Mr Ruairí Quinn T.D. and the Minister for Jobs, Enterprise and Innovation Mr. Richard Bruton T.D. today (24/03/2011) jointly launched “Education in Ireland” – the new umbrella brand for marketing the Irish higher education and the English Language Sectors internationally. The new brand is one of the commitments in the Programme for a National Government 2011-2016.

The drive to promote Irish education abroad, which is led by Enterprise Ireland, aims to double the number of international students studying in Irish higher education institutes 2015. Around 26,000 international students currently undertake third level education in Ireland. The combined value of third level and English language international education in Ireland is estimated to be currently worth €900m to the Irish economy.

However, the strategic imperative to promote Irish education internationally goes deeper than immediate economic benefits such as increased spending by international students in our economy. The internationalisation of Irish education is seen as a critical element to support Ireland’s international trading relationships and export-led economy.

Speaking at the launch Minister Quinn said:

“Ireland’s education sector has many intrinsic strengths which give real, lasting value to our international students and that give us a competitive advantage in the international education market. But our success depends on the quality of our offer and our ability to tell our story internationally. The new brand is more than a logo. It represents our vision of Ireland as an internationally recognised world leader in the delivery of high-quality international education.”

Minister Bruton added:

“The Education in Ireland brand provides the vehicle to present a unique, high-quality Irish education experience to international students. The international students we educate today are the next generation of leaders, entrepreneurs and decision makers in our partner countries. They will be the tomorrow’s advocates for Ireland and will make up a new network of Irish-educated alumni that can be of critical assistance in the future promotion of Ireland abroad.



About the Education in Ireland Brand

The new brand comprises a new logo, tagline and key messages which will be disseminated to key audiences via an international communications strategy to be rolled out in Ireland’s key international education markets such as the USA, China, India and the Middle East.

The Education in Ireland offer is supported by a new tagline “World-class Standards, Warmest of Welcomes” to highlight the quality education offer as well as Ireland’s unique cultural personality.

A stylised shamrock as been selected as the new logo – designed to be distinctly Irish and also fit well with other similar Irish brands in international markets such as IDA Ireland, Tourism Ireland etc.

The key messages attached to the brand highlight Ireland’s education offer and reinforce the wider messages about Ireland emanating from Enterprise Ireland, our Embassy network, the IDA and Tourism Ireland:

  • Ireland is a friendly and safe country
  • We are English-speaking
  • We have internationally recognised qualifications and extensive choice of courses
  • There is a supportive learning environment in Ireland for international students
  • We have an innovative and creative culture
  • We have many distinguished graduates
  • Leading global companies have chosen to locate in Ireland.

The brand is supported by a planned programme of marketing and promotional events over the course of 2011 in key target markets including China, India, Saudi Arabia, Brazil and the USA.

International Education Strategy 2010-15

The International Education Strategy 2010-15 “Investing in Global Relationships” was launched in September, 2010 along with a new immigration regime for international students – reforming entry requirements but imposing safeguards to prevent abuse of the system.

The strategy set out a vision to enable Ireland to compete to the highest international standards and recruit talented students from overseas. The plan includes ten core actions to enhance the internationalisation of Ireland’s education sector, addressing areas such as quality, visas & immigration, competitiveness, promotion and networks of influence.

For further information contact:

Ciara O’Mahony, Press Officer, Enterprise Ireland

+353 1 7272284 or + 353 87 2043435