The Embassy of Ireland has roped in Carat Media Services to handle the media duties to promote Ireland as a tourist, business and educational destination. The business will be handled by Carat’s Mumbai office.
In May this year, www.CampaignLive.co.uk had reported the move of Tourism Ireland’s $ 50 million global media planning and buying duties to Carat, a part of Aegis Media Group, which replaced Mindshare.
On taking charge of the media duties in India, Himanka Das, senior vice president (head of West operations), Carat India, said, “We are delighted to extend our partnership with Embassy of Ireland in India and look forward to creating a stronger audience pull to visit Ireland as a tourist destination and also to promote business and education through holistic solutions that are media neutral”.
Feilim McLaughlin, Ambassador of Ireland to India, explained, “We are impressed by the strategic thinking demonstrated by Carat Media’s recommendation on differential solutions for the challenging objectives we have targeted.”
The island of Ireland (which includes Republic of Ireland and Northern Ireland) receives eight million visitors a year, of which five million come from Great Britain.
The India office of Tourism Ireland has planned a series of promotion campaigns for the year 2012 to increase awareness of Ireland in India to promote tourism, to attract business entrepreneurs and attract students for education, according to an official statement.
“Considering that cricket in India has a huge fan following and Ireland being one of the teams participating in ICC Twenty20 World Cup, Tourism Ireland is looking forward to leverage on the season of cricket,” the statement added.