1. Heritage Week – Public Awareness and Attitude Survey January 2006 A Review of Findings By February 2006 41105152/CF/LD

2. 982s2 Dairygold Brand Dynamics - Meat and Cheese Millward Brown IMS HERITAGE WEEK RESEARCH – JANUARY – 41105152 Report Content Introduction The Findings –Awareness of Heritage Week and Heritage Sites –Interest in Events and Aspects of Heritage –Attitudes to Heritage Week Summary and Conclusions

3. 982s2 Dairygold Brand Dynamics - Meat and Cheese Millward Brown IMS HERITAGE WEEK RESEARCH – JANUARY – 41105152 Introduction This report presents the findings of research conducted to review public awareness of and attitudes to Heritage Week. Questions were included on one of the Millward Brown IMS Omnibus Surveys. 1,000 interviews were conducted among all adults aged 15+. The sample was quota controlled to be fully representative of the adult population in terms of gender, age, social class and region. Interviews took place at 64 sampling points nationwide, representative of the actual size and spread of urban and rural locations nationwide. All interviews were carried out face-to-face, in respondents own homes. Fieldwork Dates: 10 th – 23 rd January 2006.

4. The Findings

5. Awareness of Heritage Week and Heritage Sites

6. 982s2 Dairygold Brand Dynamics - Meat and Cheese Millward Brown IMS HERITAGE WEEK RESEARCH – JANUARY – 41105152 Q.Heritage Week takes place in one week at the end of summer and involves a series of events to raise public awareness and participation in our natural and cultural heritage. Have you ever heard of Heritage Week before now or not? Base: All Adults 15+ Awareness of Heritage Week Yes - aware No – not aware % Don’t know

7. 982s2 Dairygold Brand Dynamics - Meat and Cheese Millward Brown IMS HERITAGE WEEK RESEARCH – JANUARY – 41105152 Base: All Adults 15+ Awareness of Heritage Week X Demograhics % Total Male Female 15-24 25-34 35-49 50-64 65+ AB C1 C2 DE F % Gender Age Social Class Yes No Dependent Children Urban Rural Area Dublin Rest of Leinster Munster Conn/Ulster Region

8. 982s2 Dairygold Brand Dynamics - Meat and Cheese Millward Brown IMS HERITAGE WEEK RESEARCH – JANUARY – 41105152 Awareness of Events During Heritage Week Spontaneous awareness % Total awareness % Base: All Aware of Heritage Week (36%) Q.What events are you aware of that take place during this week? Any other events? Q,From this list, which of these events are you aware of that take place during Heritage Week? Any others? Museum exhibitions Visit Heritage sites Castle tours Art and Crafts fairs Historical events/attractions/buildings Sightseeing tours Cultural events/attractions Walking tours/ Wildlife walk Archaeology walks Free admission to events/attractions Lectures Music recitals Book readings Conferences Historical re-enactments

9. 982s2 Dairygold Brand Dynamics - Meat and Cheese Millward Brown IMS HERITAGE WEEK RESEARCH – JANUARY – 41105152 Sources of Information on Heritage Week Q.If you were to look for information on Heritage Week, if you were interested in finding out more, in which of these places would you look for this information? Internet Local newspaper Local radio station Tourist Office National newspaper Library National radio station Teletext/Aertel Other Don’t know % Base: All Adults 15+ 37 25 24 19 12 9 5 5 - Aware of Heritage Week %

10. 982s2 Dairygold Brand Dynamics - Meat and Cheese Millward Brown IMS HERITAGE WEEK RESEARCH – JANUARY – 41105152 Awareness of Heritage Sites Close to Where You Live Q.As far as you are aware, are there any of the following located close to where you live. By close I mean within half an hour by car? A state site such as a castle or monument of national interest An archaeological site, such as a ring fort, burial monument or ancient ruins A site that is important for nature conservation % Base: All Adults 15+ Aware of Heritage Week % 59 33 47 66 51 43 81 47 34 55 50 37 82 65 58 Dublin % Rest of Leinster % Munster % Conn/ Ulster %

11. Interest in Events and Aspects of Heritage

12. 982s2 Dairygold Brand Dynamics - Meat and Cheese Millward Brown IMS HERITAGE WEEK RESEARCH – JANUARY – 41105152 Preference for Targetting of Events Base: All Adults 15+ For all the family For children under 10 For children aged 11-17 For adults only Don’t know % Q.During Heritage Week, would you prefer if events were suitable for all the family, or for children under 10, or for children 11-17, or for adults only? 79 1 3 8 10

13. 982s2 Dairygold Brand Dynamics - Meat and Cheese Millward Brown IMS HERITAGE WEEK RESEARCH – JANUARY – 41105152 Events Likely to Attend During Heritage Week - I Q.I am going to read out some events that currently or might take place during Heritage Week. Using this card, please tell me how likely or unlikely you are to attend each of these events. Very likely Likely Neither/nor Unlikely Very unlikely Don’t know Local exhibitions % Outdoor activity % Music concert in a state park % Tour of castle with expert guide % Wildlife walk % Walk in woods with expert guide % (Aware Heritage Week-net likely) Dublin Rest of Leinster Munster Conn/Ulster (65) 52 33 41 36 (53) 56 38 32 38 (45) 61 32 26 35 (62) 47 39 37 40 (49) 52 29 28 31 (49) 48 30 31 26 Base: All Adults 15+ 424140413635

14. 982s2 Dairygold Brand Dynamics - Meat and Cheese Millward Brown IMS HERITAGE WEEK RESEARCH – JANUARY – 41105152 Events Likely to Attend During Heritage Week – II Q.I am going to read out some events that currently or might take place during Heritage Week. Using this card, please tell me how likely or unlikely you are to attend each of these events. Very likely Likely Neither/nor Unlikely Very unlikely Don’t know Museum exhibitions % Archaelogy walk % Talks or lectures % Workshops % Book readings % (Aware Heritage Week-net likely) Dublin Rest of Leinster Munster Conn/Ulster (51) 45 24 27 37 (35) 36 20 15 24 (37) 32 19 22 25 (29) 35 20 13 26 (28) 26 17 18 22 Base: All Adults 15+ 34 24 2321

15. 982s2 Dairygold Brand Dynamics - Meat and Cheese Millward Brown IMS HERITAGE WEEK RESEARCH – JANUARY – 41105152 Interest in Different Aspects of Heritage Q.How interested or not are you personally in each of the following I will read out to you? Very interested Interested Neither/nor Not interested Not interested at all Don’t know Natural Heritage % Built Heritage % Cultural Heritage % (Net interest among those Aware of Heritage Week) (87)(83)(79) Base: All Adults 15+ 62 58 53

16. Attitudes to Heritage Week

17. 982s2 Dairygold Brand Dynamics - Meat and Cheese Millward Brown IMS HERITAGE WEEK RESEARCH – JANUARY – 41105152 Heritage Week a Good Idea? Q.Do you think it’s a good idea or not to have one week in the year like Heritage Week to raise awareness of and to celebrate our heritage? Very good idea Good idea Nota good idea Not a good idea at all Don’t know All Adults 15+ % All aware of Heritage Week % Note: *Is less than 0.5% 43 45 * * 12 61 38 * - 1 Base: 88 99

18. 982s2 Dairygold Brand Dynamics - Meat and Cheese Millward Brown IMS HERITAGE WEEK RESEARCH – JANUARY – 41105152 Good Idea to Have State Properties and National Sites Open Free of Charge? Q.Do you think it’s a good idea or not to have one week in the year where all state properties and national sites are open to the public free of charge? Very good idea Good idea Nota good idea Not a good idea at all Don’t know All Adults 15+ % All aware of Heritage Week % Note: *Is less than 0.5% 50 39 * - 11 66 32 * - 2 Base: 89 98

19. 982s2 Dairygold Brand Dynamics - Meat and Cheese Millward Brown IMS HERITAGE WEEK RESEARCH – JANUARY – 41105152 Perference for Timing of Heritage Week Q.Would you prefer to have Heritage Week in the last week of August, while the schools are still off, or early in September? Last week of August (when schools are off) Early in September (kids back at school) No preference Don’t know All Adults 15+ % All Aware of Heritage Week % Those with Dependent Children % Base:

20. Summary and Conclusions

21. 982s2 Dairygold Brand Dynamics - Meat and Cheese Millward Brown IMS HERITAGE WEEK RESEARCH – JANUARY – 41105152 Summary and Conclusions One third of all adults aged 15+ have heard of Heritage Week. Awareness of Heritage Week is higher among 35-64’s, white collar workers and farmers as well as those living outside of Dublin. Among those who are aware of Heritage Week, a number of different events are mentioned spontaneously that take place during this week. When prompted with a list, two thirds are aware of museum exhibitions and visits to heritage sites. Over half are aware of castle tours, arts and crafts fairs, historical events and sightseeing tours that take place during Heritage Week. All other events are known to around one quarter or one third. Information on Heritage Week would be sought from a variety of different sources. 3 in 10 adults would look on the Internet or in a local newspaper, 2 in 10 would listen to the local radio station, go to the tourist office or read the national newspaper for information. Awareness of Heritage Week and Heritage Sites

22. 982s2 Dairygold Brand Dynamics - Meat and Cheese Millward Brown IMS HERITAGE WEEK RESEARCH – JANUARY – 41105152 Summary and Conclusions (Cont’d) Two thirds of all adults are aware of a state site close to where they live, however this rises to 8 in 10 among those living in Munster. More than 4 in 10 adults think they live near an archaeological site, and this rises to 5 in 10 among those who reside in the Rest of Leinster and Connaught/Ulster. 4 in 10 adults are also aware of a site that is important for nature conservation close to where they live; this rises to nearly 5 in 10 among those who reside in Dublin. 8 in 10 adults would prefer if events during Heritage Week were suitable for all the family, rather than aimed at children of certain ages. Among all adults 4 in 10 claim that they would be likely to attend local exhibitions, outdoor activities, music concerts and castle tours. One third are likely to go for a wildlife walk, a walk in the woods and visit a museum. One quarter of all adults claim that they are likely to attend an archaeology walk, talks or lectures, workshops and book readings during Heritage Week. Interest in Events and Aspects of Heritage Awareness of Heritage Week and Heritage Sites

23. 982s2 Dairygold Brand Dynamics - Meat and Cheese Millward Brown IMS HERITAGE WEEK RESEARCH – JANUARY – 41105152 Summary and Conclusions (Cont’d) Those who are aware of Heritage Week, are considerably more likely to attend any of these events. Interestingly, despite the lower level of awareness of Heritage Week in Dublin, those who reside in Dublin claim to be much more likely to attend these events during Heritage Week than those residing outside of Dublin. 6 in 10 adults express an interest in cultural heritage and over half of all adults are interested in natural and built heritage, however it is worth pointing out that 1 in 5 have no interest in any form of our heritage. Interest in Events and Aspects of Heritage

24. 982s2 Dairygold Brand Dynamics - Meat and Cheese Millward Brown IMS HERITAGE WEEK RESEARCH – JANUARY – 41105152 Summary and Conclusions (Cont’d) An overwhelming majority agree that it is a good idea to have a week in the year to raise awareness of and to celebrate our heritage. There is also widespread agreement that all state properties and national sites should be open to the public free of charge for one week in the year. There is a clear preference to have Heritage Week during the last week of August when the schools are off. This is even stronger among those aware of Heritage Week and among those with dependent children. Nevertheless, one third of adults have no preference when it takes place. Attitudes to Heritage Week Overall, there is more interest in heritage than there are people aware of Heritage Week, indicating that awareness of Heritage Week needs to be raised, in particular among the under 25’s, the blue collar workers (C2DE’s) and Dubliners. As those who live in Dublin claim to be more likely to attend different events during Heritage Week it is perhaps worth weighting any campaign activity in this area. **************