International Marketing Award
| Aer Lingus
Founded in 1936, Aer Lingus is today a successful and profitable low-cost low-fares airline. The business model is centred on low unit-cost, one-way fares, effective fleet utilisation and strong branding. With hubs in Dublin, Belfast and Cork, the airline provides both long-haul and short-haul passenger transportation services, currently operating 84 routes between Ireland, Britain, Europe and the US. Aer Lingus has directed significant investment into international markets. The efforts of the airline’s small marketing team for Europe and the Middle East have led to a growth in direct sales, a reduction in distribution costs, and the opening of seven new markets.
ammado is a new global online community headquartered in Dublin with 65 staff and 14 offices across the world. The company combines social networking, philanthropy and entertainment with the power of the internet to accelerate communication, awareness and fundraising for nonprofit organisations. The ammado website has been created to offer an innovative online tool for nonprofits to communicate with their existing members and reach new members. It is a platform for raising awareness and increasing fundraising for their cause. In order to quickly launch and grow rapidly across so many markets, the team have had to deploy extensive marketing skills
| C&C International
C&C International is the spirits export arm of the Cantrell & Cochrane Group. The international brand marketing team for Tullamore Dew identified key growth markets and developed a focused marketing plan to address these, including the “Rough Country, Smooth Whiskey” ad campaign. Having overtaken Bushmills as the second whiskey brand globally, the 2007 sales of Tullamore Dew surpassed half a million cases for the first time. The marketing effort has made it the top selling Irish whiskey brand in Germany, Sweden, Denmark and the Czech Republic, and the leading overall whiskey brand in Bulgaria and Latvia, outselling Scotch by a significant margin.
| Druid’s Glen Golf Club
Druids Glen Golf Resort opened in 1995. It has hosted several prestigious tournaments, and brand has become internationally known. The opening of the Druids Heath course in 2003 enhanced the product. In 2007, the year after the Ryder Cup, with pressures arising from increased competition, economic tightening, and relocation of client spend, the resort undertook an international marketing campaign targeting the UK, US, Germany and the Nordic countries. This included a media plan using the sports channels, print advertising, direct marketing, web development, and the staging of visits for golf tour operators. The result was a very successful year across all major metrics.
Linwoods are food manufacturers operating within the bakery, dairy and health food sectors with a workforce of over 200. The firm is based in County Armagh. In 2006 the company opened an additional plant for the manufacturing of their healthy superfoods range. In following a strategy to open export markets, the firm conducted a pre-market assessment of selected European countries to identify market, focusing on Spain and the Netherlands. Distributors were secured in each market and this, combined with the uniqueness of the product range has led to significant success, with Italy, France and Sweden next on the list for expansion.