Jump! Innovation will assist Fáilte Ireland's efforts to grow Ireland's attractiveness as a tourist destination after winning a global competitive pitch to become the tourism development agency's brand and strategy and innovation partner.
The London and Dublin-based innovation agency will work with Fáilte Ireland to development the tourism offering across the country, and help to create new brand identities and propositions for tourism experiences as well as develop new attractions, activities and festivals.
Jump! will also devise insight-led best practice to help large and small Irish tourism business with their growth activities. The partnership is for a minimum of three years.
“This is a significant appointment and involved an exhaustive tender process over a series of months. We chose to work with the Jump! innovation team as their level of expertise, experience and passion for the industry really shone through," said Niall Tracey, director of marketing at Fáilte Ireland.
"As the tourism sector globally finds its feet again, it is incredibly important that we find new and innovative ways of inspiring domestic and international visitors to spend their time discovering and enjoying all that Ireland has to offer.”
In Association with
Paul Kelders, group CEO of Jump!, said: "We believe this is one of the most important briefs in the strategy and innovation sector in recent years and represents a strong statement of intent by the team at Fáilte Ireland, as they work to further enhance and futureproof the nation’s tourism sector through leading-edge practices: strategies and innovations - placing continuity, depth of knowledge and joined-up thinking at the heart of their growth plans for tourism in Ireland.
“This account really hits home for us, as an Irish agency, now with the chance to grow one of Ireland’s most important industries.
“Putting innovation, creativity and sound strategic thinking at the heart of Ireland’s tourism growth efforts will take businesses both small and large to new places with fresh possibilities; and that’s what everyone needs at this time.”
Fáilte Ireland joins PepsiCo, Heineken International, Red Bull Racing, Honda, Flutter, Jameson and Six Nations Rugby as Jump! customers. The firm has clients across sport, tourism, entertainment, and e-commerce.
Meanwhile, Niall Gibbons is leaving Tourism Ireland after 21 years, 14 of them as CEO, saying "the time is right for a new challenge".
Tourism Ireland, the body for marketing Ireland as a tourism destination overseas, was established following the signing of the Good Friday Agreement, with Gibbons joining in late 2001, before being elevated to chief executive in June 2009.
Christopher Brooke, chairman of Tourism Ireland, said: “Tourism Ireland has been one of the great success stories of the Good Friday/Belfast Agreement, demonstrating that compromise and goodwill can build a better future for all of us.
"Under Niall's leadership, the island of Ireland's reputation abroad has grown significantly. Initiatives like the renowned Global Greening on St Patrick's Day around the world, screen tourism partnerships like Game of Thrones with HBO and Star Wars with Lucasfilm have put Tourism Ireland at the cutting edge of marketing and branding effectiveness.
"Northern Ireland has also seen its tourism fortunes transformed in Niall's time, with the promotion of iconic experiences like Titanic Belfast and Northern Ireland's world-class golf product.”
Gibbons commented: "I started with the company just after 9/11 and tourism has weathered many challenges since then, including Covid-19. As we approach the 25th anniversary of the Good Friday Agreement, which gave rise to Tourism Ireland, the time is right for a new challenge.”
(Pic: Getty Images)
