What's Happening?
Tourism Ireland has appointed UM as its new media strategy, planning, and buying agency. This decision is part of Tourism Ireland's efforts to enhance its marketing strategies and increase the value of inbound tourism to the island of Ireland. The contract with UM is valued at approximately €210 million over seven years, with an annual deployment of €30 million across 14+ markets. UM will be responsible for media investments across various channels, including TV, cinema, digital, and social media. The appointment follows a statutory requirement to re-tender for this service every seven years.
Why It's Important?
The appointment of UM as Tourism Ireland's media strategy agency is significant for the tourism industry in Ireland. It aims to boost inbound tourism, which is a major contributor to the island's economy, supporting around 300,000 jobs. The strategic partnership with UM is expected to enhance Ireland's competitiveness as a global tourist destination, attracting more visitors and increasing tourism revenue. This move is crucial for achieving Tourism Ireland's growth targets, which include a 5.6% annual increase in tourism revenue, reaching over €9 billion by 2030.
What's Next?
UM will begin implementing its media strategy across Tourism Ireland's global network, focusing on key markets such as the United States, Canada, and several European countries. The agency will work to inspire holidaymakers and win visitors from competing global destinations. The partnership is expected to leverage UM's data-driven consumer expertise to drive return on investment and enhance Ireland's appeal as a tourist destination. The collaboration will be closely monitored to ensure it meets the growth targets set by Tourism Ireland.
