2018 Awards Finalists

Public Relations Campaign Award

Guinness Storehouse
Colette Coughlan
Lucozade Ribena Suntory
Philip Keenan
SSE Airtricity
Katriona O’Leary
Bord Na Móna
Orla Kane
Littlewoods Ireland
Fiona Lee

Sponsored by

Guinness Storehouse

Colette Coughlan

Guinness Storehouse created a unique sleepover experience like no other. An online contest leveraged the window around St. Patrick’s Day to give a lucky winner the keys to a legacy filled with hundreds of years of history, making them the first-ever residents at the Guinness Storehouse. Assisted by Ogilvy, the “Night At” the Home of Guinness contest became the first of its kind to be executed in Ireland and the most successful partnership for Airbnb’s “Night At” series. Airbnb’s digital platform with a presence in over 191 countries, offered the perfect vehicle for the launch aiming to boost brand awareness, lure new visitors to Guinness Storehouse, increase brand loyalty and generate social media engagement.
Winner
Lucozade Ribena Suntory

Philip Keenan

In order to reinvigorate not only a flagging Lucozade Sport brand but the sports drink category, Lucozade Ribena Suntory Ireland sought to overcome issues with brand relevancy, and a PR campaign proved to be an essential element in the solution. An opportunity was identified for reappraisal of the brand among a wider target audience, activating significant PR through the Made to Move platform. With health and fitness influencers, exciting content was created and amplified on social platforms and every session was picked up by national media. By the end of 2017 Lucozade Sport had driven the Sports category to be the fastest growing drinks category and was the second largest growth brand in the entire category.
Finalist
SSE Airtricity

Katriona O’Leary

SSE Airtricity activated a PR campaign centred upon its Dublin Marathon sponsorship, which helped deliver the biggest ever brand consideration rise in four years of title sponsorship. Supported by Edelman, the campaign prompted an unprecedented level of engagement across all channels, exceeding all KPI’s and elevating trust in SSE Airtricity to record levels. By strategically shifting the focus of the campaign from brand to participants, the campaign brought to life the individual stories and motivations that drove the participants by celebrating their journeys. Through a mix of targeted initiatives, SSE Airtricity achieved unrivalled results across the board, engaging not just the 20,000 participants, but the wider public.
Finalist
Bord Na Móna

Orla Kane

Bord na Móna successfully delivered a campaign that exceeded its key reputation metric and disrupted perceptions of the brand, particularly impressive given the challenges facing brands on a transitional journey towards sustainability. Supported by The Reputations Agency, and using a combination of adept storytelling, social media engagement and experiential activity, the campaign drove Bord na Móna’s highest ever reputation score. The campaign elevated the brand story beyond informative and educational to one that drove interest and engagement, featuring partnerships with credible influencers in the sustainability space whose endorsement by association was key to driving positive sentiment and engagement.
Finalist
Littlewoods Ireland

Fiona Lee

Littlewoods Ireland ran a PR campaign around its GAA sponsorship to create a platform with a deeper emotional connection with customers. Implemented with the help of Legacy Consultants, the success of the campaign can be measured in the positive coverage gained across sport, business and lifestyle media. Each of the PR campaigns throughout the year offered something creative and unique, ensuring outstanding press coverage and PR value. The influencer outreach programme further reinforced Littlewoods Ireland’s credentials as a trustworthy Irish brand and helped it speak to its target consumer. The reach and engagement of the campaign far exceeded expectations in year one of a sponsorship.
Finalist