Tipperary Tourism is searching for a partner to develop a 2022 brand marketing campaign to promote the “undiscovered heartland of Ireland” in order to increase the number of domestic and international holiday trips made there.

It wants to take advantage of the “global move towards outdoor activity, events, dining and responsible tourism” in the aftermath of the COVID-19 pandemic.

The campaign will include an emotional component, positioning Tipperary as “a slow, authentic place that provides the opportunity to de-stress, connect with loved ones and remember what is important in life,” according to the RFP.

It will position the place as an ideal location for family reunions, short getaway breaks close to Dublin, Limerick and Waterford.

Tipperary Tourism wants to highlight the County as a food destination (home of Dexter cattle, Cashel Blue, Piedmont Cattle, sustainable farm visits, and local farmers markets) and a center for crafts including Rossa pottery and Hanly Woolen Mills.

There also are ample opportunities for hiking, biking, water sports and horseback riding, along with “yet-to-be discovered experiences that are rooted in a land even more ancient than the historic buildings that remain, yet fully in harmony with the modern world.”

Proposals are due Nov. 23 at www.etenders.gov.ie.

Read the RFP (PDF).