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.