Tourism Ireland picks UK head of marketing

Tourism Ireland (TI), the body created to market Northern Ireland and the Republic of Ireland as a single destination, has promoted Vera Stedman to the new position of UK head of marketing.

Stedman, previously marketing and advertising manager at TI’s London office, will have overall responsibility for marketing within the UK. She reports to director for Britain, John Greene.

Stedman was appointed after a comprehensive selection procedure, during which external candidates were interviewed (MW November 14, 2002). She will oversee the marketing budget, planning and implementation of advertising and direct marketing campaigns and will liaise with British and Irish travel industry partners.

TI’s international advertising is handled by McCann-Erickson and Universal McCann handles media planning and buying. The organisation spent &£2m advertising Ireland in the UK in the year to March (Nielsen Media Research).

As long-haul tourism from the US has dried up due to apprehension about flying and the fear of terrorist attacks, both Northern Ireland and Eire are turning to the mainland UK for visitors. A television advertising campaign in the spring featured price offers in its 30-second spots.

TI has 18 overseas offices and was created by the Northern Ireland Tourist Board and Irish Republic Tourist Board under the Good Friday Agreement to handle international marketing.

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