Tourism Ireland has named Grey London as its new strategic and creative services Agency, after a competitive tender process that began in March 2024.
Tourism Ireland operates worldwide and was looking for an agency with experience operating in different markets and languages.
According to the tourism board, the creative agency will work with various suppliers and partners around the island of Ireland.
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Tourism Irelands director of marketing Aidan Power 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.”
Grey London works with Vodafone Ireland and has previously worked with the Bank of Ireland.
Grey London president Conrad Persons commented: “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.”
