Media Planning and Buying Services

Tourism Ireland seeks a suitably qualified agency or agencies to provide Media Planning and Buying Services to its global network of offices. Tourism Ireland is responsible for the overseas marketing of the island of Ireland, to increase the value of inbound tourism for economies and communities. Overseas tourism is worth …

CPV: 79341000 Oglaševalske storitve, 79340000 Storitve oglaševanja in trženja, 79341400 Storitve oglaševalskih kampanj
Kraj izvršitve:
Media Planning and Buying Services
Organ za podeljevanje:
Tourism Ireland CLG
Številka dodelitve:
0

1. Buyer

1.1 Buyer

Official name : Tourism Ireland CLG
Legal type of the buyer : Body governed by public law
Activity of the contracting authority : Environmental protection

2. Procedure

2.1 Procedure

Title : Media Planning and Buying Services
Description : Tourism Ireland seeks a suitably qualified agency or agencies to provide Media Planning and Buying Services to its global network of offices. Tourism Ireland is responsible for the overseas marketing of the island of Ireland, to increase the value of inbound tourism for economies and communities. Overseas tourism is worth 6.4B per annum to the island of Ireland, and Tourism Ireland targets over 5.6 percent y/y growth per annum on average to 2030. Growth is enabled in part through effective marketing investment across media. Tourism Ireland seeks an expert media agency to operate across 13 plus markets with successful agency to deliver strong return on investment based on marketing KPIs that deliver results for tourism. The successful agency or agencies will be required to provide media planning and buying services, including, but not limited to: - Understanding target audiences in all the visitor countries; - Defining and building audiences, utilising our segmentation and bringing it to life across all touchpoints; - Advising on the best way to target such potential visitors; - Shaping global media strategies and co-ordinating best practice across markets; - Refining global media strategy within local markets and optimising performance; - Purchasing media space on behalf of Tourism Ireland; and - Delivering central and cross market coordination. The successful agency or agencies will be required to meet the Media Planning and Buying Service requirements, including, but not limited to, Great Britain, USA, Canada, Germany, France, The Nordics, Belgium, The Netherlands, Spain, Italy, Australia and Switzerland. The successful agency/agencies must be able to co-ordinate the services centrally but there is no requirement that this has to be from the island of Ireland. The contract shall be for a period of four [4] years with the option to extend for a further period not exceeding 36 months; up to a maximum term of seven [7] years. The estimated value of the contract over 7 years is €210,000,000 exclusive of VAT, equating to approximately €30,000,000 per annum across 13 plus markets. Please note, the estimated contract value detailed includes actual media investments with media suppliers across all of Tourism Ireland's 13 plus overseas markets, media agency management fees, estimated commissions and additional marketing technology support. PLEASE REFER TO THE CfT DOCUMENTATION AVAILABLE FOR DOWNLOADING FOR FURTHER DETAILS OF THE SERVICES REQUIRED.
Procedure identifier : ec1332c5-0545-4c6a-af33-22a1a81232bc
Previous notice : 8041d080-fc96-442a-9d84-35595ea750cc-01
Type of procedure : Negotiated with prior publication of a call for competition / competitive with negotiation
The procedure is accelerated : no

2.1.1 Purpose

Main nature of the contract : Services
Main classification ( cpv ): 79341000 Advertising services
Additional classification ( cpv ): 79340000 Advertising and marketing services
Additional classification ( cpv ): 79341400 Advertising campaign services

2.1.2 Place of performance

Country subdivision (NUTS) : Dublin ( IE061 )
Country : Ireland
Additional information : The Services will be delivered across Tourism Ireland's global network of offices/markets.

2.1.3 Value

Estimated value excluding VAT : 210 000 000 Euro

2.1.4 General information

Legal basis :
Directive 2014/24/EU

5. Lot

5.1 Lot technical ID : LOT-0001

Title : Media Planning and Buying Services
Description : Tourism Ireland seeks a suitably qualified agency or agencies to provide Media Planning and Buying Services to its global network of offices. Tourism Ireland is responsible for the overseas marketing of the island of Ireland, to increase the value of inbound tourism for economies and communities. Overseas tourism is worth 6.4B per annum to the island of Ireland, and Tourism Ireland targets over 5.6 percent y/y growth per annum on average to 2030. Growth is enabled in part through effective marketing investment across media. Tourism Ireland seeks an expert media agency to operate across 13 plus markets with successful agency to deliver strong return on investment based on marketing KPIs that deliver results for tourism. The successful agency or agencies will be required to provide media planning and buying services, including, but not limited to: - Understanding target audiences in all the visitor countries; - Defining and building audiences, utilising our segmentation and bringing it to life across all touchpoints; - Advising on the best way to target such potential visitors; - Shaping global media strategies and co-ordinating best practice across markets; - Refining global media strategy within local markets and optimising performance; - Purchasing media space on behalf of Tourism Ireland; and - Delivering central and cross market coordination. The successful agency or agencies will be required to meet the Media Planning and Buying Service requirements, including, but not limited to, Great Britain, USA, Canada, Germany, France, The Nordics, Belgium, The Netherlands, Spain, Italy, Australia and Switzerland. The successful agency/agencies must be able to co-ordinate the services centrally but there is no requirement that this has to be from the island of Ireland. The contract shall be for a period of four [4] years with the option to extend for a further period not exceeding 36 months; up to a maximum term of seven [7] years. The estimated value of the contract over 7 years is €210,000,000 exclusive of VAT, equating to approximately €30,000,000 per annum across 13 plus markets. Please note, the estimated contract value detailed includes actual media investments with media suppliers across all of Tourism Ireland's 13 plus overseas markets, media agency management fees, estimated commissions and additional marketing technology support. PLEASE REFER TO THE CfT DOCUMENTATION AVAILABLE FOR DOWNLOADING FOR FURTHER DETAILS OF THE SERVICES REQUIRED.
Internal identifier : 0

5.1.1 Purpose

Main nature of the contract : Services
Main classification ( cpv ): 79341000 Advertising services
Additional classification ( cpv ): 79340000 Advertising and marketing services
Additional classification ( cpv ): 79341400 Advertising campaign services

5.1.2 Place of performance

Country subdivision (NUTS) : Dublin ( IE061 )
Country : Ireland
Additional information : The Services will be delivered across Tourism Ireland's global network of offices/markets.

5.1.3 Estimated duration

Duration : 7 Year

5.1.5 Value

Estimated value excluding VAT : 210 000 000 Euro

5.1.6 General information

Procurement Project not financed with EU Funds.
The procurement is covered by the Government Procurement Agreement (GPA) : yes

5.1.7 Strategic procurement

Aim of strategic procurement : No strategic procurement

5.1.10 Award criteria

Criterion :
Type : Quality
Description : Qualitative Award Criteria - Strategic = 20% / Media = 20% / Structural = 10%
Category of award threshold criterion : Weight (percentage, exact)
Award criterion number : 50
Criterion :
Type : Cost
Description : Economic
Category of award threshold criterion : Weight (percentage, exact)
Award criterion number : 50

5.1.15 Techniques

Framework agreement :
No framework agreement
Information about the dynamic purchasing system :
No dynamic purchase system

5.1.16 Further information, mediation and review

Review organisation : The High Court of Ireland
Organisation providing offline access to the procurement documents : Tourism Ireland CLG
Organisation providing more information on the review procedures : The High Court of Ireland

6. Results

Value of all contracts awarded in this notice : 210 000 000 Euro

6.1 Result lot ldentifier : LOT-0001

At least one winner was chosen.

6.1.2 Information about winners

Winner :
Official name : Mediabrands International Limited
Tender :
Tender identifier : 000111275
Identifier of lot or group of lots : LOT-0001
Value of the tender : 210 000 000 Euro
The tender was ranked : yes
Subcontracting : No
Contract information :
Identifier of the contract : 424885
Date on which the winner was chosen : 26/06/2025
Date of the conclusion of the contract : 22/09/2025

6.1.4 Statistical information

Received tenders or requests to participate :
Type of received submissions : Requests to participate
Number of tenders or requests to participate received : 6

8. Organisations

8.1 ORG-0001

Official name : Tourism Ireland CLG
Registration number : 336370
Postal address : 4th Floor - Bishop's Square, Redmond's Hill
Town : Dublin
Postcode : D02 TD99
Country subdivision (NUTS) : Dublin ( IE061 )
Country : Ireland
Telephone : +35314763400
Roles of this organisation :
Buyer
Organisation providing offline access to the procurement documents

8.1 ORG-0002

Official name : Mediabrands International Limited
Size of the economic operator : Large
Registration number : 3970701
Postal address : The Bailey, 16 Old Bailey
Town : London
Postcode : EC4M 7EG
Country : United Kingdom
Telephone : +447771725897
Roles of this organisation :
Tenderer
Winner of these lots : LOT-0001

8.1 ORG-0003

Official name : The High Court of Ireland
Registration number : The High Court of Ireland
Department : The High Court of Ireland
Postal address : Four Courts, Inns Quay, Dublin 7
Town : Dublin
Postcode : D07 WDX8
Country subdivision (NUTS) : Dublin ( IE061 )
Country : Ireland
Telephone : +353 1 8886000
Roles of this organisation :
Review organisation
Organisation providing more information on the review procedures

8.1 ORG-0004

Official name : European Dynamics S.A.
Registration number : 002024901000
Department : European Dynamics S.A.
Town : Athens
Postcode : 15125
Country subdivision (NUTS) : Βόρειος Τομέας Αθηνών ( EL301 )
Country : Greece
Telephone : +30 2108094500
Roles of this organisation :
TED eSender

Notice information

Notice identifier/version : 1af806c6-b89c-426a-9ea3-59c3612a5273 - 01
Form type : Result
Notice type : Contract or concession award notice – standard regime
Notice dispatch date : 22/09/2025 15:07 +01:00
Languages in which this notice is officially available : English
Notice publication number : 00624317-2025
OJ S issue number : 183/2025
Publication date : 24/09/2025