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.
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.
