By Geoff Percival,Stephen Aherne
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Tourism Ireland has appointed renowned global media agency UM for the provision of its media strategy, planning and buying services.
The appointment follows a statutory requirement to re-tender for this service every seven years. This was an EU-wide tender and UM, as the successful agency, will deliver Tourism Ireland’s media strategy, planning and buying, including, but not limited to, efficacy in Great Britain, the United States, Canada, Germany, France, Spain, Italy, the Nordics, Belgium, the Netherlands, Switzerland and Australia.
Tourism Ireland is responsible for marketing the island of Ireland overseas, to increase the value of inbound tourism for economies and communities.
Overseas tourism was worth €6.9 billion to the island of Ireland in 2024, and Tourism Ireland is targeting 5.6% year-on-year growth per annum on average to 2030, to support growth of the industry to over €9 billion per annum at that point. To support growth in the region of €2 billion over the years to 2030, industry-wide, Tourism Ireland plays an important role competing with other global destinations and winning visitors and spend for the island of Ireland.
Around 300,000 jobs island wide depend on tourism, with overseas tourism contributing over 60% of total tourism revenue.
Tourism Ireland was looking for a suitably qualified agency to provide media planning and buying services to its global network of offices. The contract is for a period of four years, with the option to extend for a further period not exceeding 36 months, up to a maximum term of seven years. The estimated value of the contract over seven years is €210 million (exclusive of VAT), equating to an estimated €30 million per annum deployed effectively across 14+ markets each year. The estimated contract value includes media investments with media suppliers across multiple channels (TV, cinema, digital, social, search etc) across all of Tourism Ireland’s 14+ markets.
Aidan Power, Tourism Ireland’s Director of Marketing, said: “We are delighted to announce the appointment of UM as our new media strategy and buying partner. Overseas tourism was worth €6.9 billion to the island of Ireland in 2024, and Tourism Ireland is targeting +5.6% y/y growth per annum on average to 2030, to support growth of the industry to over €9 billion per annum at that point, accounting for ever-changing consumer buying behaviours and media landscapes. Inspiring holidaymakers and winning visitors and spend for the island of Ireland from other competing global destinations is critical and UM, working with Tourism Ireland, will play a key role in realising our ambition.”
Susan Kingston Brown, Global Brand President of UM, said: “This appointment is incredibly special to me, and I’m delighted that Tourism Ireland has recognised UM’s expertise across global media, as well as our strong connections to the island of Ireland. We are proud of our data-driven consumer expertise, driving return on investment with insight and emotion for consumers. This pitch was a true team effort, and a testament to the strength of our people, our culture, and our unique product. We’ve enjoyed every minute and can’t wait to begin working with Tourism Ireland.”