Letter from Michael MacWhite to Joseph P. Walshe (Dublin)
(M.P. 1008-26-29)

The question of an office in New York for advertising the Saorstát as a tourist centre for Americans, and for supplying information to people who intend travelling there, has been occupying my attention for some time back. I have met people time and again who ask 'Where can I get information about fishing, shooting, hunting, and about hotel accommodations in Ireland?'. I had to admit that there was no special office for the purpose, and I could only refer them to the shipping agencies, whose information on these subjects leaves much to be desired.

As a result, I discussed the situation with different Irishmen in New York, all of whom concluded that an Irish Tourist Bureau in that city was the only solution. Then the difficulty presented itself as to how such a Bureau could be founded. The Irish Tourist Association of Dublin have no money available for expenditure abroad, and the Government have no funds that could be allocated to such a purpose. To form a local committee and invite subscriptions would be inadvisable, for if any individual out of a number of Irish leaders in New York, who are in the public eye, became Chairman, that would serve as an excuse to another group of outstanding Irishmen to boycott the project, and what is more, an Irish Tourist Bureau here could hardly be regarded by any of them as a political asset.

Under the circumstances, I thought it better to approach the matter from a different angle to try, with the help of the shipping companies interested in the Irish tourist traffic, to lay the foundation, and once established, to invite the backing of certain wealthy Irishmen in this country. At this moment, a man appeared on the scene, who has had a wide experience in publicity matters, and who has an extensive connection with the cinematographic and movietone companies, as well as with the different radio corporations and with the press. This man is Mr. W.E. MacKee, who was publicity director for the Irish Centre, but who has retired from that body as there is but a small chance of it making any headway at the present. He has been represented to me by some trustworthy Irish people in New York as a very honest and capable man. He will have associated with him another man named Coughlan, who is a native of Skibbereen, and has a brother who is an inspector under the Land Commission.

Mr. MacKee has a promise from the Fox Film Directors that they will send a man to Ireland to take a picture of the different centres of attraction throughout the country. This picture will be shown in the coming Autumn in the 800 Fox theatres in the United States, as well as in those countries where the Fox film service is availed of. This, in itself, will give more publicity to the Saorstát, from a tourist point of view, than it has ever had before.

Mr. MacKee then got a meeting together of the five shipping companies interested in Irish tourist traffic - the White Star, Cunard, Hamburg-American, North German Lloyd and United States Lines, at which I assisted. He told them that he wanted to cut out red tape and get to business at once. He had a proposition for developing the tourist traffic with Ireland which would permit these companies to reduce the expenditure on publicity to a considerable extent. He explained the offer of the Fox Film Company, and informed the meeting that if they joined in this plan, some scene from their respective ships would also appear in the film. He did not want a subscription, only a loan of $500 from each to permit him to take advantage of the Fox offer, and have the film ready for presentation in the autumn. There was no other means of starting immediately. The shipping companies asked many questions, but they seemed generally to favour the scheme. They realized at once its great advantage but they would, naturally, have to get the sanction of their Directors before putting up the money. A loan was asked instead of a subscription, as once a subscription is given for such an object, the shipping companies will be pestered by the tourist agencies of every country in Europe. A representative of one of the shipping companies would act as Trustee for the present, or until such time as a Committee will be organized to take charge. The United States Lines as well as the Hamburg-American expressed themselves most favourably about the plan. The White Star representative was also enthusiastic but less expressive. The North German Lloyd and the Cunard people adopted a more neutral attitude. If one of them accepts, the others will have to do likewise, as the Irish tourist traffic is now recognized by all to be something that will pay, even if they have to go somewhat out of their way in trying to secure it.

When the Pathé Film people learned that Fox was arranging to take a scenic picture of Ireland, they also decided that they would do likewise. Here are the two biggest film companies in the United States vying with one another in order to give publicity to Ireland. This is due, in a great part, to the facility with which Mr. MacKee presents himself, and also to the fact that the Saorstát is becoming more and more popular with Americans.

The advantage of publicity of this nature is incalculable. Other countries would pay largely for that which we get gratis.

Mr. MacKee will leave for Dublin towards the end of next week, and will meet the Fox film representative there. It will be necessary that through the instrumentality of our Tourist Association or by some other means that they get travelling facilities on the railways. Our Tourist Association should, perhaps, send a man with them through the country so that they will get the right pictures. Special arrangements, too, should be made to permit them to get the Shannon hydro-electric plant. They could probably make a separate picture of that enterprise, the importance of which, from an economic aspect, cannot be overestimated. Then there is the Dublin Horse Show and Horticultural Exhibit, the Dublin Cattle Market, the U.S. Jumping Team, the residence of the U.S. Minister, the President and the Cabinet, a Race Meet, etc., etc.

The New York Bureau will work in liaison with the Irish Tourist Association, as their object is the same, though their organizations must necessarily be different.

As I write, I am informed that the Hamburg-American Line have already forwarded $500.00, and that the United States Lines propose to do the same on Monday next.