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The Business with George Lee, Saturday 16th March 2013 - Made Up Holidays
Millions are expected to take part in St Patrick's Day parades around the world tomorrow, and much has been said about the value of all the festivities to "Brand Ireland". Other countries, and indeed many big companies, have tried to replicate such emotional engagement by inventing a big national day of their own.
Two branding experts, Dylan Cotter, Creative Director at Irish International and Judy O'Broin, head of copy at Havas Worldwide's Dublin office, examine the made-up holidays that have worked and those that haven't.