Abstract
The Image of Ireland in France through Bord Failte's advertising campaigns The French market has long been considered as crucial for the growth of tourism in the Republic of Ireland. And, for the past twenty-five years the Irish Tourist Board has led an active communication policy. After empirical beginnings (1 967-69), this policy showed remarkable continuity (1969-89). It now enters a transitional period (1990-92) where attempts are made to introduce new themes and new médias so as to enlarge the market. Even if there remains a limited knowledge of Ireland among the French public, Bord Failte’s campaigns have succeeded in building a strong and positive image of the country. But, at the same time, it has reinforced the French romantic view of Ireland seen more as an island of the past than as a modern changing State.
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