Therefore, Bord Bia (The Irish Food Board) called upon SMH to help organize an Ireland media tour during the month of June, 2007. All invited journalists were from major high circulation lifestyle newspapers and magazines. The journalists were introduced to the Irish alcohol industry and visited many distilleries. Through the trip, the journalists were able to fully understand why Ireland enjoys the reputation of being “The Food Island” and learn how high quality Irish alcohols are produced. The participating journalists prepared reports about the tour which provided invaluable exposure in China to Ireland and its products. Additionally, SHM’s client, Bord Bia, was able to established great relationships with major media in China, which will be of great help when doing future promotions.