Differentiation is key in marketing, and using the Irish language in the marketing mix can be a powerful way of standing out from the crowd. Many Irish businesses seek ways to emphasise their origin and brand values. The judges are looking for examples of firms which have harnessed the marketing potential of the Irish language and bilingualism, and used this to support branding and positioning in the marketplace. Entrants may be using Irish to attract new customers, increase customer loyalty, harness goodwill, gain a marketing edge over competitors, or enhance their public relations efforts.

Tá an t-idirdhealú ríthábhachtach sa mhargaíocht, agus is bealach an-láidir é úsáid na Gaeilge mar chuid den mhargaíocht le seasamh amach ón slua. Bíonn a lán comhlachtaí Éireannacha ag lorg bealaí le béim a chur ar a ndúchas agus ar luachanna a mbranda. Tá na moltóirí ag lorg samplaí de ghnólachtaí a bhain leas as an bhféidearthacht mhargaíochta a bhaineann leis an nGaeilge agus leis an dátheangachas, agus a d’úsáid seo le tacú le brandáil agus le suí a aimsiú sa mhargadh. Féadfaidh iontrálaithe a bheith ag úsáid na Gaeilge le custaiméirí nua a mhealladh, le cur le dílseacht custaiméirí, dea-thoil a fháil, buntáiste margaíochta a bhreith ar iomaitheoirí, nó a n-iarrachtaí maidir le caidreamh poiblí a fheabhsú.

SuperValu Maighread Cremin


Global biodiversity is in crisis with more than a million plant and animal species are currently threatened with extinction. “One third of the food we eat is pollinated by bees yet sadly 30% of our Irish bees are in danger of becoming extinct.” SuperValu as Irelands leading fresh food retailer, has a responsibility to protect our Irish biodiversity and future food security. SuperValu “Sábháil na Becha” in association with the SuperValu BailteSlachtmhara and the All- Ireland Pollinator Plan united, kids, teachers, parents, BailteSlachtmhara committees, SuperValu shoppers and retailers behind a rallying cause to “Sábháil na Becha”.

TG4 Karina Feirtéar


Feachtas Cúla4- cuma nua ar Cúla4. TG4 created a marketing campaign to reveal and build awareness around its fresh new brand in April 2022, as well as introduce the new children’s presenter to it’s viewers. The main focus of the campaign was to be fun, disruptive and playful. It wanted to draw the eye to creative that was intriguing and fun, leaving the viewers wanting more.

Gaelchultúr Darren Ó Rodaigh


We continued to make progress in reaching our sustainable, zero-waste learning experience goal, while also providing firstclass services that will inspire both learners and fluent speakers of Irish to improve their knowledge of the language. This campaign has helped us expand our reach, increase brand awareness and create a buzz around the Irish language by interacting with GaelInfluencers and the public in general. This has resulted in people learning Irish with us not only in Ireland, but in over 30 countries around the world.

Galway County Council (Bua Marketing) Aoife Porter


Bua Marketing was tasked by Galway County Council to create a destination campaign for Connemara & The Islands. The challenge included developing a bilingual marketing strategy to highlight the Irish language as a unique selling proposition for the area. Bua worked with Galway County Council, Fáilte Ireland and key local partners and tourism networks to develop a marketing strategy and assets, including a bilingual website and social media campaign. The impact for Connemara & The Islands was a significant increase in digital growth, strong media coverage and greater awareness of lesser-visited areas like the Gaeltacht. The business impact was a strong domestic season for the region.

The Tourism Space Tina O’Dwyer


The Tourism Space is a tourism consultancy and professional development serviceprovider based on the Wild Atlantic Way in Co. Clare. It curates bespoke destination and business development solutions and is a trusted partner of national tourism agencies, regional and local authorities and professional industry bodies in Ireland and the UK. Areas of specialisation are regenerative tourism, sustainable tourism, food tourism, stakeholder engagement and destination collaborations. The team also hosts industry-specific leadership development spaces including professional coaching, business bootcamps, a leadership mastermind, a national conference and an online tourism community. Other services include strategic facilitation, keynote speaking and MC services.