Tourism Ireland, the marketing body responsible for marketing the island of Ireland overseas as a leading holiday destination, delivering world - class marketing programmes in 14 markets has appointed UM as its new global media strategy, planning and buying agency following a competitive EU - wide tender.
UM (Universal McCann) is a leading global media agency network based in New York, U.S., a member of Interpublic Group and operating as part of IPG Mediabrands, , specializing in media planning and buying for a wide range of major brands including American Express, Coca - Cola, and Johnson & Johnson among others.
The firm is well known to use business analytics, real - time intelligence, and cultural insights to create strategic and customized campaigns across traditional and digital media, with a focus on achieving purposeful growth and promoting responsible media practices.
The four - year contract, with options to extend up to seven years, is valued at an estimated €210 million, roughly €30 million annually across more than 14 markets with the aim to attract more visitors and boosting the Irish tourism sector.
UM will play a critical role in promoting Ireland overseas handling media buying and planning across TV, cinema, digital, social, search and other channels, with a mandate to maximize efficiency in key markets including the United States, Australia, Belgium, Canada, France, Germany, Great Britain, Italy, Spain, Switzerland, the Netherlands, and the Nordic countries.
Ireland tourism sector has shown a resilient recovery, with the island’s tourism revenue reaching €6.4 billion in 2023, surpassing 2019 levels and €6.9 billion in 2024 welcoming 6.6 million international visitors, a +5% increase on 2023, and supporting about 300.000 jobs across the country.
Following these brilliant performances Ireland Tourism has set an ambitious target of growing imbound tourism by an average of 5.6% annually through 2030.
Tourism Ireland’s Director of Marketing, Aidan Power said that overseas tourism was worth €6.9 to the island of Ireland in 2024, and the destination is targeting sustained growth to €9 billion by 2030. Inspring holidaymakers and competing with other global destinations is critical, and UM will play a key role in realizing that ambition.
Global Brand President of UM, Susan Kingston Brown, expressing her enthusiasm for the partnership, noted UM’s deep expertise in global media and its strong ties to Ireland stating that UM is proud of its data - driven consumer expertise, driving return on investment with insight and emotion for consumers.
Link
https://www.travelmole.com/news/tourism-ireland-um-media-strategy/
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