JWT, MindShare Win Ireland Tourism Duties

BOSTON Tourism Ireland said it has selected WPP Group agencies J. Walter Thompson and MindShare to handle creative and media duties on its ad account following a review.

The budget is about $60 million over three years, the client said.

JWT and MindShare will succeed Interpublic Group incumbents McCann Erickson and Universal McCann, which defended and were finalists.

Also in the competition’s final mix were WPP Group’s Young & Rubicam (which also partnered with MindShare) and the Havas-owned team of Euro RSCG and Media Planning Group [Adweek Online, Aug. 25]. The contenders pitched using multiple offices. JWT and MindShare will run the account out of London.

The client said the incumbents will continue to handle the business through the end of 2005, during which time JWT will develop new creative material to roll out in 2006. That work will target Britain, the U.S., France and Germany.

“The global tourism market has changed radically over the past three years since Tourism Ireland first took over responsibility for marketing the island of Ireland overseas,” said Niamh Fitzpatrick, client director of marketing, in a statement. “Consumer trends are continually changing and evolving and our advertising campaigns will need to address and respond to this changing environment.”

McCann created the current campaign, positioning Ireland as “The island of memories.”

—Adweek staff report