I’ve been working with Fáilte Ireland now for nine months to prepare their Green Marketing toolkit, which I am proud to see come out today. The main text already existed for the VisitEngland original document (who has licensed Fáilte Ireland and VisitWales to have their own versions created). The Wales version willl come out shortly.
The main effort in Ireland has been identifying case studies. You might think this would be an easy task. Oh, no. Companies in England were shy to talk about their sustainability credentials, and in most cases we found poor examples of management speak in their websites. But finding companies in Ireland was much harder. For a start, our remit was to work with primarily environmentally certified firms- Green Tourism Business Scheme, Green Hospitality Awards, EU Flower, Greenbox primarily. What we found is that most certification programmes pretty much ignore the green communication requirements, focusing almost exclusively on ecosavings management. These should be the firms that can confidently communicate their credentials, but weren’t.
The work for Fáilte Ireland has included face to face group training, writing over 50 individual reviews of accommodation businesses websites on their sustainability communications, and the interviews with businesses that led to this last report. To select the 30 case studies in this document, more than 60 interviews took place, trying to find an angle on how those businesses did something relatively easy for others to learn from and copy, with a small budget.
View the interactive pdf online or Download the pdf.
I am now now completing the VisitWales version of this same document, these two new versions (Ireland and Wales) are licensed by VisitEngland.
Hi Xavier – these links appear to be broken. Can you double check them?
Hi Xavier, I encountered the same problem!!
It’s impossible to have access to the documents!
Failte Ireland has temporariliy taken the report down, to allow some stakeholders to consider including more case studies of the organisations they represent. We did our homework and interviewed a wide range of companies regardless of affiliation, and we might have hurt some sensitivities! Ah, politics, don’t you love them!