2015 Awards Finalists

International Marketing Award

Glanbia Consumer Foods
Robert Jordan
CarTrawler
Joe Farinella
GAAGO
Karl O'Shaughnessy
Horseware Ireland
Emma Ferguson
Irish Ferries
Daragh O'Reilly

Sponsored by

Glanbia Consumer Foods

Robert Jordan

represented by Robert Jordan Avonmore Milk is the first domestic Irish grocery brand to go on sale in China. As well as wanting safe dairy products from low pollution environments, Chinese consumers also need to know facts about the country of origin, and this is a challenge. Glanbia undertook research in Shanghai, and this prompted a new brand identity and positioning for Avonmore Milk in China. A new UHT facility was created in Monaghan to facilitate production, and Avonmore Milk was launched into China in 2014. The firm has signed up distribution partners, and is rolling out its marketing campaigns, including TV shopping channels.
Winner
CarTrawler

Joe Farinella

CarTrawler connects customers and travel companies to ground based transport solutions across the world, and it employs 300 people in Dublin, London and Boston. CarTrawler's marketing team surveyed the firm's highest potential geographic markets and a major piece of research was put in place to help the decisions on prioritising marketing spend. The goal was to localise the business model and make the most of business development opportunities in the most promising markets. It was decided to focus on France, Germany, Spain and Italy, and a set of localised tactical marketing plans was successfully implemented leading to a big uplift in business performance.
Finalist
GAAGO

Karl O'Shaughnessy

The GAA has experienced significant international growth in recent years. Following extensive research and a realisation of the demand for a direct- to-fan live match viewing experience, GAAGO "an online subscription streaming service in partnership with RTÉ" was launched. GAAGO featured a targeted and integrated marketing mix drawing from sponsorship, PR, social and other digital media channels. The service quickly gained an audience reach of over 600,000 in nearly 160 countries. The brand became ubiquitous among the global Irish community throughout the summer and such was the success of the roll-out, the service will more than double its match offering in 2015.
Finalist
Horseware Ireland

Emma Ferguson

Horseware Ireland is the leading manufacturer
of horse clothing and products in the world, primarily known for horse rugs. Due to considerable market change and aggressive competition, the marketing team reviewed the USP and the sales model to address the market share balance. The marketing team was organised in such a way as to ensure that the B2C relationships were maintained and improved, whilst allowing a renewed focus on the B2B end of the business, which was recognised to be fundamental to growth. The team over-achieved on all targets for digital engagement, brand positioning and PR, and grew sales revenues.
Finalist
Irish Ferries

Daragh O'Reilly

Irish Ferries operates 5 routes between Ireland, Britain and France. In 2014, with the assistance of Javelin, a comprehensive multi- media marketing campaign was launched to drive GB business, against a backdrop of static budgets and increasing media costs in Britain. The campaign dialled up the personality element of its communications and amplified its activity through proactive partnerships with tourism bodies. A strong programme of digital activity was added, designed to convert consumer interest into online bookings. Both passenger and car volumes carried over the year increased significantly, with Irish Ferries outperforming both the market and its competition.
Finalist