Entire wins below-the-line brief for Tourism Ireland

by Jules Grant,, Brand Republic 19-Aug-04, 07:00

LONDON - Tourism Ireland has hired Bristol-based direct marketing agency Entire to handle all its below-the-line communications for the next three years.

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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