Read this advertisement for Dublin, the capital of Ireland, and fill in the gaps with the brochure language (adjectives).

Tucked away to the west of mainland Europe, Dublin is probably one of the world's (a) … secrets. Being less easily accessible than other capital cities in Europe has proved to be a (b) … advantage, as it has allowed Dublin to keep its (c) … village atmosphere. Dublin is a city of contrasts and contradictions. Medieval and Georgian architecture provide a (d) … backdrop to the (e) … and lively streets filled with entertainers of all kinds. The aroma of (f) … coffee mixes with the distinct smell of hops from the nearby Guinness brewery, drawing the visitors indoors. Street-side cafes and pubs are always buzzing with (g) … conversations and visitors may soon find themselves involved in topics as diverse as sport, politics and literature, or the old favorite — the weather.

In 1988 Dublin celebrated its 1,000th birthday and was designated European City of Culture in 1991. Many visitor attractions throughout the city show its fascinating history. There are a variety of museums, art galleries and visitor attractions for every taste and age-group. Take a walk along one of the many Heritage trails or follow the City's Rock 'n' Stroll trail which tells a myriad of (h) … facts about the many famous musicians who have come from this (i) … city.

If the hustle and bustle of the city proves too much you can always take a trip along Dublin's (j) … coastline or explore the nearby Dublin Mountains. Pay a visit to Malahide Castle and you may be lucky enough to see briefly Puck, the (k) … ghost.

The choice of entertainment does not lessen as darkness falls and the visitor is faced with the dilemma of choosing whether to visit one of the many theatres, go to a concert at the National Concert Hall, walk through the lively pedestrianised area of Temple Bar or take time over a (l) … meal in an (m) … restaurant.

 

Replace the verbs in bold type in the advertisement above with the verbs in the box.

attend	have emanated	pay tribute to
catch a glimpse of	engrossed	proven
descends	linger	relates
diminish	mingles	retain
stroll	to suit

 

The following extract appeared in a brochure advertising Irish golfing hotels. The adjectives have been deleted. Add adjectives in to make the hotel appear as luxurious as possible

Hotel Dunloe Casde is ideal for your golfing holiday. Situated in parkland, the hotel provides nature-lovers with a break. Stroll through gardens which reflect Ireland's magic and marvel at a botanical collection which has won awards. Enjoy the facilities, including indoor tennis, a swimming pool, riding and fishing. The hotel itself is luxuriously furnished. Sip a drink in our bar or sample the restaurant's cuisine.

Read about Bill Morrison, the Senior Publicity Officer for the Irish Tourist Board, talking about how they promote Ireland to the British and German markets. As you read, complete the grid. The first has been done for you.

	BRITISH	GERMANS
1. How do visitors regard Ireland?	as both a domestic and an international destination	as an international destination
2. What type of holidays do they come for?
3. Are the majority independent travelers or package holidaymakers?
4. What type of client does the Tourist Board target?
5. How and where do they publicize and market Ireland?
6. What aspects of Irish life do they stress in the marketing?

Bill Morrison: The British, you see, regard Ireland almost as their backyard, but on the other hand as a foreign country. For them we are neither an international nor a domestic destination. Geographically, we are very close so it's only a short hop to get here. And, as a result, the British often come for weekend breaks or even for the day. We also share a common language, and culture and history. People know the system, they feel confident, and so if they come for longer periods of time, they are more likely to choose self-catering holidays or take a self-drive trip. For the most part they are independent travelers. Many come so they can enjoy or follow their favorite hobby. Angling and golfing holidays are very popular, with the number of golfing holidays growing. You know we have some of the finest greens in Europe and they are relatively cheap compared to other places. Cycling is also growing in popularity. It's now considered a very healthy occupation, and of course it's become very upmarket. Then again, Ireland is becoming a popular destination for the office outing. Previously companies would take a day trip to the seaside, now they take a weekend break, more and more often to Ireland.

Interviewer: And the Germans?

Bill Morrison: They have a very different impression of Ireland. It's a misty, romantic isle on the edge of the world. They come to find a way of life that they believe no longer exists in Germany: the quiet, peaceful village life of 100 years ago or more. So they come mainly to the West Coast, to the unspoilt landscape. They want to see the way of life, to meet the people. They'll come on coach tours, but unlike the British, who'll take a tour only to appreciate the scenery, they'll come on a study tour, an archaeological tour, an Irish music tour, so that they can learn about the life, the history, while they see the countryside. Even though there are many direct flights from Germany, they tend to come for an average of ten days - transport costs being the major reason. Like the British, they come for outdoor pursuits: walking, cycling and cruising. Cruising on inland waterways is very popular. And above all, they enjoy discovering the small villages, the village life around the pub with Irish music.

Interviewer: And are they independent travelers or do they come with a group?

Bill Morrison: The German travel trade is far more structured than the British. You'll find that even those who come singly, as a family group, have prepaid and prearranged almost everything at home in the travel agents' before they left. Many are on -let's call it a tailored holiday package.

Interviewer: And so how do you market Ireland?

Bill Morrison: Both in Britain and Germany we target the top end of the market. The majority of Germans who come are English speakers. This tends to mean that they belong to the professional classes: A, B and C1 categories. So all our media publicity is aimed at them. We advertise in those journals and specialist magazines that they are likely to read. We promote Irish holidays at those travel fairs where we feel there is an interest, where we want to develop that interest. So we'll have a stand at the Munich CBR, that's the caravan and boat consumer market, the Hamburg holiday fair, Cologne's coach operators' fair and Düsseldorf’s boat show for instance, but we won't be represented at the Equestrian fair in Hamburg in April, though we will be at the Badminton Horse Trials as there is a British market for horse-riding holidays in Ireland. And of course in England and Scotland we have a stand and promote golfing holidays at the major golfing tournaments. We also go to the angling and game fairs as well as attending the major trade fairs such as the World Travel Market fair in London in November. This year there'll be seven travel program series on British television, and we'll be featured in every one. But we are promoting Ireland to the top sector of the holiday market – to the As and Bs – so again we advertise in the specialist journals, the glossy upmarket magazines, the quality papers. But not all our publicity is paid publicity, for instance the television programs. We also receive publicity when journalists include Irish holidays in their travel sections. So every year we help journalists to travel around Ireland. This year we'll assist 300 British journalists and about 80 to 90 German journalists.

Interviewer: So what aspects of Ireland do you stress in your advertising?

Bill Morrison: Both in Germany and England we emphasize those aspects that appeal to the public. To the Germans we market our romantic castles, the misty green landscape, and the fairy-tale image. To both, we stress the personal side of Ireland, village life, the slow relaxed pace of life, the human interest. We also promote the fashionability of Ireland: the fact that Ireland is a favorite hideaway retreat for film stars; that Ireland is a healthy place to come to – fresh air, the simple life, healthy activities. The British are also interested in the Irish film industry. They're also attracted to the golf, to the food – good, fresh ingredients simply cooked, to the good living …

 

 

⇐ Предыдущая123456789Следующая ⇒

Поделиться: