Eircom pays out €16m to rebrand as... Eir

The long-awaited rebrand of the country’s largest telecom has been unveiled with Eircom becoming Eir — at an estimated cost of €16m.

According to the company, those breaking that figure down to more than €5m per letter lost are wide of the mark, however, with Eir offering a host of its own numbers to explain the cost.

Some 100 outside agencies were employed to deliver the new brand, 50 of which worked on reshaping the digital side of the business.

The result was 41 new domain names; 60 new social media handles and over 2,000 updated web pages.

Add to the mix 1,700 new uniforms, a fleet of 1,500 vans in need of a new look, and the overhaul of its 63 stores, and the costs quickly mount.

An Eir spokesperson said that the company was “absolutely” satisfied the rebrand represented value for money and thousands of ads across television, radio, and elsewhere over the coming months will hope to convince customers and shareholders of the same.

The company operated under the Eircom brand since 1999 following the privatisation of Telecom Éireann.


Want to be cultured this Christmas? From TV to podcasts to books, Ed Power has the definite list of everything you missed this year - so you can curl up on the couch and catch upThe definite list of everything you missed this year

Artist Ciara Rodgers teaches older people how to rediscover their creativity and regain confidence, says Rowena WalshBrush with art: Discovering your creative side in later life

Furniture, paintings, jewellery and silver are on offer at James Adam in Dublin, writes Des O’SullivanAll set for home run: See what's on offer at the James Adam sale in Dublin

It’s not too late to hunt out a unique gift. Des O’Sullivan previews sales in the lead-up to the festive seasonA flurry of auctions in Munster sets the scene for Christmas

More From The Irish Examiner