Snyopsis Tourism Ireland's 2002 online programme focussed on promoting Ireland's wide range of offerings as a holiday destination. Rich media units - like an interactive map that allows users to "drive" a car over a selected city to learn more - were developed to educate travellers on Ireland, particularly first time visitors. To date, Zentropy's ad units have been consistently contributing 10,000+ visitors a week to Tourism Ireland's website where they can book their vacation. Objectives: Stimulate users to take action (ie. click through the shamrock.org site), showcase a braod range of the site's (and by association, Ireland's) offerings, channel qualified leads to tour operator partners via phone or web and facilitate bookings. Target Group: Age 55+, College+ degree holder, HHI $75,000+. Prior European traveller, 1st time Ireland traveller VFR(visiting friends and relatives).