London, UK – 31 July 2024: Irvine Partners, Africa’s leading independent creative communications agency, has announced the opening of its second European office in Stuttgart, Germany, and the launch of a dedicated travel and tourism division. This marks a significant step in the agency’s growth, which has seen it expand its presence across the continent and beyond.
Founded in South Africa in 2010, Irvine Partners has built a robust pan-African network with offices in Kenya, Ghana, and Nigeria. In 2020, the agency extended its international reach by establishing a London office, now serving as its headquarters. The decision to set up a German office and a specialised travel and tourism division is seen as a natural progression for the agency.
Rachel Irvine, CEO and founder of Irvine Partners, commented on the expansion: “Germany and the UK are two of the biggest source markets for tourism into Africa. Given our deep understanding of the continent, its cultures, and its people, Irvine Partners is perfectly positioned to showcase the best of African hospitality, lifestyle, and tourism products to these key markets.”
Monika Scheel-Kassai, a communications professional with over a decade of experience in the German media and PR sectors, will lead the Irvine Partners team in Germany. Scheel-Kassai expressed her enthusiasm for the new role, saying, “Driving Irvine Partners’ expansion into Germany is a career highlight and a challenge I can’t wait to take up. Africa is a continent with a rich tapestry of cultures, stunning landscapes, and unforgettable experiences. I am excited to leverage Irvine Partners’ vast African expertise and creative storytelling to showcase some of the continent’s best hotels, lodges, vineyards, and attractions to the German media and public.”
The new office in Germany has already secured partnerships with several key travel and tourism clients, including the Kruger Gate Hotel, located minutes from South Africa’s renowned Kruger National Park. Anton Gillis, CEO of Kruger Gate Hotel, expressed his support: “Irvine Partners has been our longstanding communications partner across Africa and the United Kingdom for many years. It naturally made perfect sense to appoint them as our partner for the German market. As a client, I value having one team that understands my business from the ground up. The economies of scale this offers and the unparalleled reach this team brings to the table are invaluable to a business like mine.”
This expansion into Germany is a joint venture with thepublic, a well-established German communications, influencer, and social media agency. Both Irvine Partners and thepublic are members of PRWA, the global network for independent agencies. Rachel Irvine highlighted the significance of this partnership: “thepublic has been on the ground for more than 19 years and knows the local market inside out. This means we can offer our clients exceptional value and market insight from day one, leveraging thepublic’s established relationships and expertise, combined with Irvine Partners’ Africa-specific specialist insights.”
Christian Josephi, CEO of thepublic, echoed these sentiments: “We are delighted to be going into partnership with Irvine Partners. Our values are aligned, and the potential for Irvine Partners to introduce German clients to the African media landscape is equally compelling. Together, we can create truly unique and impactful campaigns that bridge the gap between Africa and Europe.”
With offices in both the UK and Germany, Irvine Partners is well-positioned to connect African tourism entities with European travellers. The agency’s in-depth understanding of African travel destinations and its proven creative communication expertise will enable it to develop and execute targeted campaigns that resonate with European audiences.