What's Happening?
Tourism Ireland has selected UM as its new media strategy, planning, and buying agency. This appointment is part of a statutory requirement to re-tender every seven years. UM will manage media planning and buying services for Tourism Ireland's global network, covering markets such as the United States, Canada, and several European countries. The contract spans four years, with an option to extend up to seven years, and is valued at approximately €210 million over its full term. Tourism Ireland aims to increase the value of inbound tourism, which was worth €6.9 billion in 2024, by targeting a 5.6% annual growth to reach €9 billion by 2030.
Why It's Important?
The appointment of UM is crucial for Tourism Ireland's strategy to enhance its global presence and compete with other destinations. With overseas tourism contributing over 60% of total tourism revenue, the agency's role in media strategy is vital for sustaining and growing the industry, which supports around 300,000 jobs across Ireland. The focus on data-driven consumer insights and media efficacy is expected to drive return on investment and adapt to changing consumer behaviors and media landscapes, ensuring Ireland remains a competitive destination for international travelers.
What's Next?
UM will begin implementing its media strategy across 14+ markets, focusing on various channels such as TV, cinema, digital, and social media. The agency's expertise in global media and strong connections to Ireland will be leveraged to inspire holidaymakers and increase visitor numbers. Tourism Ireland will monitor the effectiveness of these strategies in achieving its growth targets and adapting to evolving consumer trends.
Beyond the Headlines
This strategic move highlights the importance of media planning in tourism marketing, especially in a competitive global environment. The collaboration between Tourism Ireland and UM underscores the role of innovative media strategies in driving economic growth and supporting local communities dependent on tourism.
