Irish Tourist Board appoints McCanns to global campaign

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.

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

affluent holidaymakers.



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

enthusiasts.



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.’



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