Fáilte Ireland puts advertising accounts out to tender

Domestic tourism body will seek pitches from creative and media-planning agencies

A still from Discover Ireland’s 2014 ad campaign, #ThisIsLiving. Fáilte Ireland has put its creative advertising and media-buying accounts out to tender.
A still from Discover Ireland’s 2014 ad campaign, #ThisIsLiving. Fáilte Ireland has put its creative advertising and media-buying accounts out to tender.

Fáilte Ireland, the State agency that operates the domestic tourism brand Discover Ireland, has put its creative advertising and media-buying accounts out to tender.

The tender notice says the “major focus” of its promotional campaigns will be in Ireland, but that “occasionally there may be a requirement to execute some activity internationally”. Bidders for the creative account must, of course, have digital, social networking and direct marketing capabilities.

Its current creative agency is DDFH&B, while the Omnicom-owned PHD is its media planner and buyer.

In 2014, DDFH&B’s first major Discover Ireland campaign in more than three years, called #ThisIsLiving, sought to persuade Irish holidaymakers to take one extra “staycation”. The television ad incorporated real holiday footage submitted by Discover Ireland Facebook fans and blended it with video from a formal shoot in the west of Ireland.

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Fáilte Ireland targeted the #ThisIsLiving campaign at three segments of the market identified as “connected families”, “footloose socialisers” and “indulgent romantics”.

The ad was soundtracked by The Riptide Movement song All Works Out – something that agencies around town will be very much hoping happens during their pitches.

Laura Slattery

Laura Slattery

Laura Slattery is an Irish Times journalist writing about media, advertising and other business topics