Public Relations is a powerful marketing discipline which aims to connect a business and its key audiences, normally through earned or free media. PR can deliver benefits by building awareness and conveying bran values in both the short and long term. It is seen as providing greater credibility than paid advertising, due to media objectivity, and is therefore a valuable marketing technique. Entrants for this award should be able to demonstrate how they have deployed PR in ways that support marketing strategies. The judges will look for clarity of goals, tight definition of target audiences, coherent themes, creativity in execution, and meaningful measurement.
Fáilte Ireland Claire Redmond
In March 2022, Wilson Hartnell, working collaboratively with its clients Fáilte Ireland and alongside agency partners, launched one of the biggest influence and earned media campaigns of 2022 to encourage the Irish public to take their first post Covid break in Ireland and Keep Discovering. After two years of consumers being told to stay at home, keep within a 2km, 5km radius, and work from home, it was now the job for Fáilte Ireland to encourage the opposite. To awaken the sense of discovery in the nation and to get it hooked on Ireland again!
Sky Ireland Neal Cummins
In September 2021, Sky Ireland was announced as the first ever, standalone Primary Partner of the Republic of Ireland Women’s National Football Team. The goal of the ongoing sponsorship is to align Sky with a group of inspirational people who bring the company’s core values to life whilst providing a platform to engage consumers in a new way by supporting something of significant cultural importance; positioning Sky as a brand that is as much local as it is international.
Aldi Ireland Padraig Barry
ALDI Ireland endeavoured to start out 2023 with a strong value message, reaffirming their commitment across prices, people, and the communities that they serve. ALDI commissioned bespoke consumer research with research partner Bounce Insights to highlight how the cost-of-living crisis is impacting Irish consumers. Guided by these findings, ALDI responded by doubling down on its price promise to customers and introducing additional discounts of up to 40% on grocery staples. Additionally, ALDI announced 360 brand new roles and the introduction of the Living Wage across its store network – becoming the first supermarket in Ireland to do so.
Tayto Snacks Carol McCaghy
Tayto Fizzy Cola created an indisputable buzz around the Tayto brand. The flavour was a viral sensation with consumers and influencers using the product to generate content for their audiences – everyone wanted to be in on the conversation! Radio stations dedicated shows initially to finding the flavour and tasting the flavour live while also creating their own digital content for their platforms. Our aim with PR was to get people especially our Gen Z target talking about Tayto and it worked flawlessly; everyone knew about the flavour, everyone wanted to try the flavour and everyone was talking about Tayto!
SuperValu Anne-Marie Fenton
SuperValu, one of Irelands leading grocery retailer with an unparalleled reputation for its commitment to supporting local communities. As an SDG Champion SuperValu is committed to working with local communities to make them more sustainable. SuperValu’s sponsorships of the GAA Football Championship and Cork LFGA has played a significant role in driving its community credentials. In 2021 SuperValu launched its #Community IncludesEveryone campaign to help make Irish communities more diverse and more inclusive. In 2022 it built on this by developing a PR strategy that would raise awareness, generate conversations, showcase role models and maintain a drumbeat of chatter throughout the Championship season to drive change