Liquid Communications, HHM and DLKW Dialogue also pitched for the account. The appointment follows a statutory tendering review handled by the AAR.
Entire has been briefed to produce a minimum of four campaigns a year. The agency will be responsible for all direct activity -- creative, strategy, data management and analysis, online marketing and campaign management.
Tourism Ireland, which promotes Northern Ireland and Eire, has pledged to increase its commitment to below-the-line marketing.
Vera Stedman, the head of GB marketing at Tourism Ireland, said: "We are looking to attract new visitors to Ireland through below-the-line channels. We feel confident we will be able to create a significant step change in our marketing activity."
Tourism Ireland ran a direct mail and email campaign through Entire in the spring in an attempt to make Ireland a prime holiday destination for families.
The work involved a series photographs from a fictional friend showing the great time they had in Ireland.
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