The Irish Tourist Board has awarded its creative account to the
McCann-Erickson UK and Ireland group ahead of a major international
campaign planned for early 2001.
McCanns won the business after a four-way pitch against Ogilvy & Mather,
J. Walter Thompson and Lowe Lintas & Partners, which pitched in
conjunction with the Irish agency McConnells.
The incumbent, Peter Owens DDB, part of the BMP DDB network, pulled out
of the pitch in an earlier round.
Universal McCann has been appointed to handle media planning and buying
for the 2001 campaign.
Last year the Irish Tourist Board spent pounds 2 million on advertising
in the UK, according to MMS figures. It is now planning a pounds 10
million TV, print and outdoor campaign across the UK, France, Germany
and the US.
McCanns’ brief focuses on promoting Ireland as a destination for more
Last month the tourist board launched a direct response TV and newspaper
campaign through BMP DDB aimed at promoting the country as a destination
for special-interest travellers such as golfers and fishing
McCanns, which pitched alongside its digital partner Zentropy, will
handle the account through the group’s Dublin office.
Brian Sparks, the managing director of McCann-Erickson Dublin, said: ’We
are confident that we can communicate the special qualities of Ireland
to an international audience.’