2015 Awards Finalists

Public Relations Campaign

Dublin Zoo
Emma Kiernan
Bewley's
Lynn Ferrari
Diageo Guinness
Paul Dunkin
Fáilte Ireland
Helen Brady
Mars Ireland
Aisling Hogan

Sponsored by

Dublin Zoo

Emma Kiernan

In 2014, three Asian elephant calves were born in Dublin Zoo within 12 weeks, presenting a significant opportunity to drive visitors to the Zoo, promote repeat visits, and educate the public about DZ's role in conservation. Supported by PSG Communications, the Zoo embarked on the biggest PR campaign in its history, with minimal budget. A significant sponsor was secured and the Zoo creatively took the celebration to streets of Dublin. The partnership with Dublin City Council delivered free outdoor promotion, and an opportunity to have a massive footprint in the City. The result was a record breaking year, proving the power of PR to deliver outstanding results.
Winner
Bewley's

Lynn Ferrari

The 2014 PR campaign for Ireland's Biggest Coffee Morning with Bewley's transformed the presentation of this annual event through editorial media, while rejuvenating Bewley's brand involvement. Supported by MKC, it resulted in significant exclusively positive media coverage for the Hospice initiative including direct experiential connection with the Bewley's brand. It brought Bewley's Coffee to life in a deeply meaningful way, enabling a direct connection with both the corporate and brand values of Bewley's directly in homes, businesses and hospices nationwide, creating a platform for further continuing success in the years ahead.
Finalist
Diageo Guinness

Paul Dunkin

Guinness produced a Made of More rugby ad and implemented a PR campaign with the help of WHPR to launch it. A new angle was required to deliver media appeal, and drive the brand point of view in an authentic way. The approach involved delving into an often hidden facet of the sport, sports psychology, strengthening the bond between Guinness and rugby, and delivering extensive media coverage to build anticipation pre ad airing. Sports psychology sessions with key stakeholders delivered credibility and authenticity of messaging with the PR campaign capturing the imagination of influencers and consumers prior to the ad airing on TV.
Finalist
Fáilte Ireland

Helen Brady

The #thisisLIVING PR campaign for Fáilte Ireland aimed at prompting the public to squeeze more living into their lives and to plan their next break away, and it was assisted by The Reputations Agency. By focusing on targeted segments, quality coverage was achieved that appealed to the various motivations of audiences across a carefully planned annual breaks calendar. The single powerful idea in #thisisLIVING enabled Fáilte Ireland to present a consistent message at every touch point in the campaign, which centred on the Facebook Home Holidays Hub. The roll out of clever tactical PR such as press trips, ambassadors and social content all drove the conversation.
Finalist
Mars Ireland

Aisling Hogan

The Galaxy brand was in need of a boost to return it to growth, and the brand team responded by developing a PR campaign with the support of Edelman. The Galaxy Style Exchange campaign objective was to maximise penetration and brand growth. This was successfully achieved by establishing a new brand platform that was credible and relevant with target consumers and drove awareness amongst the brand's primary target audience, 18-25 year old women. Through meaningful engagement, and the recruitment of partners and ambassadors, the campaign achieved substantial reach, and the performance of the Galaxy brand was turned around and restored to growth.
Finalist