2011 Awards Finalists

Gradam Gnó as Gaeilge Award

Independent Star
Maeve O'Connell
Irish Daily Mail
Niamh NicLiam
Maigh Eo Media
Piaras Ó Raghallaigh
Microsoft Ireland
Kevin Marshall
The Irish Times
Emma Ferguson

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Independent Star

Maeve O'Connell

The Star uses Irish language editorial and promotions to underline its positioning and support its premium pricing strategy. 2010 saw the paper expand its Irish language activities. For the ninth year in a row, the partnership with Seachtain na Gaeilge saw the distribution of 126,000 Learn Irish CDs, 720,000 Learn Irish posters, and 150,000 copies of SULT magazine. In the run up to Christmas, 12 Lá na Nollag involved interviews with Gaeilgóir personalities, and a new weekly column as Gaeilge was introduced. Irish language promotions created sales spikes and the paper attributes its leadership position to such initiatives.
Winner
Irish Daily Mail

Niamh NicLiam

The Irish Daily Mail, published by Associated Newspapers, suffered from a consumer perception that it was an English newspaper, and it sought to tackle this through a series of activities and promotions involving the Irish language. The paper issued a series of wall charts in Irish, aimed at the home and classroom. A high profile radio campaign was used to promote the initiative, supported by a direct mail campaign to primary schools. The promotions led to clear improvement in key metrics. Sales saw a big uplift during the promotion, providing a very healthy cost per acquisition. Market feedback was very positive.
Finalist
Maigh Eo Media

Piaras Ó Raghallaigh

Maigh Eo Media boasts a capability to provide full service marketing support through Irish. The firm took on the challenge of attracting 20,000 people to Westport for a Christmas market in the midst of a severe retail downturn. With wafer thin budgets available, the decision was taken to use the Irish language as a means of differentiation and a way to catch the imagination, and the Shop 'n Spraoi branding was created. All marketing communications and signage was made bilingual, and the result was an attendance of 25,000, generating over €4 million for the local economy over three days.
Finalist
Microsoft Ireland

Kevin Marshall

Microsoft has undertaken a major project to make its main products available in the Irish language, to make it easier for Irish people to live, learn and do business in the language of their choice. The Irish version of Microsoft Digital Literacy was launched at Coláiste Feirste in Belfast and the availability of other key products in Irish, including Office and Windows, offers a complete computing experience in Irish. This initiative has enabled Microsoft to build valuable links with the Irish speaking business and academic community nationwide as well as among the diaspora, and it has created significant goodwill towards the company.
Finalist
The Irish Times

Emma Ferguson

The Irish Times partnered with TG4 to run an initiative centred on the Irish rugby series Gualainn le Gualainn in late 2010. Readers were asked to choose their ultimate Irish rugby team from 75 selected players. The aim was to boost circulation, but in addition to capture data on potential regional and Irish speaking readers. The competition was promoted with television advertising on TG4, directing entrants to an online facility. This initiative saw a significant increase in circulation in the targeted regional locations, and a large proportion of participants were in the regions.
Finalist