Tourism Ireland has selected Grey London as its new global creative partner to spearhead its marketing efforts from January 2025. The appointment comes as part of a statutory re-tender process required every seven years, with the goal of bolstering the island’s profile as a leading holiday destination. The tender process, initiated in March 2024, concluded in September after a highly competitive selection involving top global agencies.
A Global Vision for Irish Tourism
Tourism Ireland’s mission is to grow the value of overseas tourism, which generated €6.4 billion in revenue in 2023 from 8.1 million visitors. The organisation is now targeting an average annual growth rate of +5.6% to reach over €9 billion by 2030. To achieve this, it aims to inspire holidaymakers from 13+ key overseas markets to choose Ireland over competing global destinations.
Aidan Power, Tourism Ireland’s Director of Marketing, stated: “We are delighted to announce Grey London as our new creative agency and strategic partner. They bring extensive experience in crafting global campaigns, and together we will create impactful new advertising and creative content to inspire holidaymakers to visit the island of Ireland. Grey London’s expertise will be instrumental in realising our ambition to grow the tourism industry sustainably and profitably.”
Collaboration and Creative Ambition
Grey London’s role will include working with local suppliers and production partners across the island to develop campaigns that resonate with diverse audiences worldwide. The agency’s president, Conrad Persons, expressed his enthusiasm for the partnership: “We are thrilled to collaborate with Tourism Ireland. The competition for this project was fierce, with some of the world’s best agencies vying to market one of the most captivating destinations on earth. Tourism Ireland shares our creative ambition to produce work that is both famous and effective. We’re excited to work closely with partners across the island to tell Ireland’s story to a global audience.”
Grey London’s portfolio includes campaigns for Vodafone Ireland, Procter & Gamble, and Volvo. Their experience in crafting innovative, impactful campaigns positions them as a fitting choice for Tourism Ireland’s ambitious growth objectives.
Driving Innovation in Tourism Marketing
Tourism Ireland plans to leverage Grey London’s expertise to deliver a new wave of creative campaigns that build on its success in international markets. As the first full year of post-pandemic trading, 2023 underscored the resilience of Ireland’s tourism sector. The appointment of Grey London signals a renewed focus on innovation and strategic partnerships to secure Ireland’s position as a premier travel destination.
Tourism Ireland’s international website, www.ireland.com, already operates in 21 markets and offers content in seven languages, showcasing the island’s rich culture, heritage, and natural beauty. Grey London will work to enhance this digital presence, crafting campaigns that appeal to varied audiences while maintaining a cohesive brand identity.
Notes to Editors:
- Tourism Ireland promotes the island of Ireland as a leading holiday destination.
- In 2023, overseas tourism generated €6.4 billion in revenue.
- Grey London is part of WPP, with a mission to deliver Famously Effective ideas that drive growth for influential global brands.
- Tourism Ireland operates 21 market sites in 18 countries, offering content in multiple languages to engage a worldwide audience.
