The digital push is part of the body's effort to encourage travellers to include Ireland in their 2003 travel plans.
The campaign, through below-the-line agency The Entire Company, will involve sending information via email to people who enquired about Ireland through its website.
Entire has also developed an Ireland 2003 microsite, on which new visitors -- driven by the organisation's current above-the-line campaign -- will be able to request a brochure.
While on the site, visitors will be encouraged to look at other features, such as the What's On Guide, currency converter, downloadable map and "taste of Ireland" recipes to try and give people a better idea of what the country has to offer.
The details of new visitors to the site will be used to build an enquiry database.
Ryan Shannon, client services director at Entire, said: "With the majority of UK consumers making their holiday choices for 2003 in January and February, it was vital that Entire was able to design and build a reinvigorated micro-site, and then drive traffic to it via the email campaign -- all in a very short space of time."
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