Tourism Ireland begins hunt for lead creative and media agencies

"Tourism Ireland has begun a hunt for lead global creative and media agencies in partnership with market intelligence provider Creativebrief, with the successful agencies set to be appointed in May 2018. Publicis London and Carat/ i-Prospect serve as incumbent agencies but the official tourism body is obliged to retender for its services every seven years, opening up the field for other firms to muscle in."

"The winning teams will assume responsibility for promoting the whole of Ireland as a global leisure destination with partner agencies tasked with growing brand awareness and engagement to meet the ultimate goal of boosting visitor numbers. Partner agencies will also be required to develop a longer-term brand building plan. Tourism Ireland has been capitalising on the success of Game of Thrones, promoting filming locations as major draws for its legions of fans."

"In 2016, our output led to 10.3 million visitors from overseas, delivering revenue of approximately €5.3bn. Our aim is to build on the strong foundations we already have and a part of that is ensuring we have the right agency partners in place. "A collaborative approach is key as we seek like-minded, enthusiastic and committed people with a culture of openness, cooperation and dedication."

Tourism Ireland has launched a search for lead global creative and media agencies in partnership with market intelligence provider Creativebrief, with appointments due in May 2018. Publicis London and Carat/ i-Prospect currently hold the accounts, but the organisation must retender every seven years, allowing new firms to compete. Winning teams will promote the whole of Ireland as a global leisure destination and develop longer-term brand-building plans. Partner agencies will focus on growing brand awareness and engagement to increase visitor numbers. In 2016 overseas visitors numbered 10.3 million and generated about €5.3bn. Tourism Ireland leverages cultural assets such as Game of Thrones filming locations to attract fans.

Read at The Drum