Tourism Ireland has announced the selection of Grey London as its new global creative agency, starting January 2025. The organization, which aims to boost the value of international tourism to the island of Ireland, engages in strategic marketing across more than 13 overseas markets. Tourism Ireland sought an agency capable of influencing diverse audiences across multiple languages and regions, while collaborating seamlessly with partners within Ireland.
Grey London brings a wealth of expertise in crafting impactful global campaigns that resonate with audiences worldwide. The agency will play a key role in promoting the island of Ireland as an attractive travel destination to an international audience. To achieve this, Grey London will collaborate closely with local suppliers and production teams throughout Ireland. Known for its impressive portfolio, the agency currently partners with Vodafone Ireland and has previously worked with Bank of Ireland.
Aidan Power, Tourism Ireland’s Director of Marketing, said: “We are delighted to announce the appointment of Grey London as our new creative agency and strategic partner. They have extensive experience in creating global campaigns and together, we look forward to creating impactful new advertising campaigns and creative content to inspire holidaymakers in our key overseas markets to choose the island of Ireland. Overseas tourism was worth €6.4 billion to the island of Ireland in 2023 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. Inspiring holidaymakers and winning visitors and spend for the island of Ireland from other competing global destinations is critical and Grey London, working with Tourism Ireland, will play a key role in realising our ambition.”
Conrad Persons President of Grey London, comments: “We are thrilled to have the chance to collaborate with Tourism Ireland. The process was hugely competitive – with some of the best creative agencies in the world vying to market the greatest destination on earth. Tourism Ireland shares our immense creative ambition to do work that is both famous and effective. And alongside our own teams, we look forward to collaborating with thinkers, partners and creators around the island of Ireland – as we look to tell the story of Ireland and its tourism industry to a global audience.”
The appointment complies with the statutory obligation to re-tender for this service every seven years. In March, Tourism Ireland launched a publicly advertised competitive process to secure strategic and creative service providers. After a multi-phase evaluation, the final decision was made in September.
Editor’s Notes:
Tourism Ireland serves as the official body for marketing the island of Ireland internationally, positioning it as a premier travel destination.
In 2023, the island experienced its first complete year of tourism operations following the pandemic, achieving €6.4 billion in combined revenue from 8.1 million international visitors.
Tourism Ireland’s global platform, caters to travelers with 21 localized websites across 18 countries and an international version offered in seven languages worldwide.
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