- Susan Craddock has launched Ériu Media, a destination marketing business for the Irish market.
- The business focuses on understanding the Irish travel market’s unique dynamics.
- The Destination Immersion Series is a marketing concept with a planned calendar of experiences.
- Ériu is the ancient Irish goddess of sovereignty after whom Éire is named.
- Craddock serves on the committee of the Association of Women Travel Executives.
Susan Craddock has launched Ériu Media, a destination marketing business dedicated to helping international travel brands build lasting connections within the Irish market.
The business will focuses on understanding the unique dynamics of the Irish travel market and creating imaginative marketing that delivers long-term commercial success. Craddock stated Ireland is not just another market, but is relationship-driven and deserves its own approach.
Ériu Media specialises in destination marketing, connecting tourist boards, destinations, airlines, hotel groups and travel brands with the Irish travel trade, media and consumers. At the heart of the business is the Destination Immersion Series, a destination marketing concept built around a carefully planned calendar of trade, media and consumer experiences.
Craddock has spent the past few years working in the travel industry and serves on the committee of the Association of Women Travel Executives, AWTE Ireland. She stated she wanted the business to have an identity that was proudly Irish. Ériu Media aims to become a trusted partner for international destinations and travel brands looking to build a genuine presence within the Irish market.
As inspiration to a travel PR cmpany, Ériu is a significant figure in Irish place-mythology. She first appears in the 9th century as a divine female figure who represents the land and legitimises the rule of the rightful king in wisdom and visionary texts, such as Baile Chuinn Chétchathaig (The Vision of Conn of the Hundred Battles) dating to around 700 AD, and the related later text Baile in Scáil, which feature Ériu dispensing the cup of sovereignty to the king. Her most prominent origin story, where she is one of a trio of sister-goddesses who name the island, is preserved in the 11th-century legendary history Lebor Gabála Érenn, the Book of Invasions.
Susan Craddock, Managing Director of Ériu Media, shared, “Ireland is not just another market. It is relationship driven, incredibly well connected and it deserves its own approach.”
