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| With the aim of increasing Ireland’s profile within China, Bord Bia, the Consulate General of Ireland, the city of Shanghai and Tourism Ireland hosted an “Ireland Week” from March 10 to 18, 2007, which coincided with the Irish holiday, St. Patrick’s Day. Bord Bia was responsible for the F&B element of the promotion and hired SMH to put together a week of events promoting Irish foods and beverages. |
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| The promotion included a large scale bar promotion taking place in Shanghai’s high profile Xin Tian Di (a square city block of re-furbished and designed classic Shanghai buildings housing high end cafes, bars, restaurants and fashion boutiques). Three world-famous Irish liquors and alcoholic products were highlighted in the promotion. |
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