BábógBaby, a new company based in Galway, faced the challenge of creating a market for an Irish language toy and brand. Research identified the preference for educational aspects in a toy and the response was the development of an Irish-speaking teddy bear that teaches toddlers and small children 33 words in Irish, around numbers, colours and shapes. The marketing campaign through 2011, with emphasis on online, saw distribution through 100 stores in Ireland, followed by entry into the US market, with distribution in 14 states. An animation series based on the BábógBaby character is due for release on TG4 shortly, and further Irish-speaking products are in the pipeline.

As part of its development plan at Dublin Airport, DAA sought to improve wayfinding and visual communication. Use of the Irish language was seen as an important element in enhancing the customer experience in this area, beyond merely meeting the company’s obligations under the Official Languages Act. DAA incorporated Irish language signage as an important element in serving to emphasise a sense of place at the airport, offering an opportunity to include something uniquely Irish in what can be seen as a clinical nondescript environment. The new signage standard is fully bilingual, with the first official language appearing first, as prominent, visible and legible as the English text.

Fíbín, based in the Connemara Gaeltacht, is one of Ireland’s most progressive and ambitious theatre companies, producing high quality Irish language drama for young people. Fíbín has come to be regarded as a creative leader in Irish language theatre, and it is the biggest educational and the most frequently touring Irish language theatre company. 2011 was a landmark year for Fíbín, with extensive tours in both Europe and Africa, evidence of the way the product transcends all language. Fíbín’s success is rooted in its innovative and unique aesthetics, and an approach to theatre that encompasses many different influences, from puppetry to mime to masks to multi-media.

As an indigenous Irish brand, owned by a network of wholesalers, Gala stands out as a contemporary convenience group with 200 stores across the country. The company differentiates on high standards coupled with its focus on servicing the local community. Local communities are central to the stores’ success, and cultural association with its Irish roots and heritage is a lynchpin in the company’s strategy, embodied in the Gala Goes Gael project. Among the initiatives is a collaboration with Oireachtas na Gaeilge around a set of media awards including the Gala Gael Star Award which is aimed at engaging Gala shoppers to reinforce the positioning and create goodwill.