Battle of Clontarf Festival
Dublin City Council engaged Insight Consultants with the ambitious task of creating an insightful and exciting PR campaign to promote the Battle of Clontarf Festival. This festival was one of hundreds of events taking place across Ireland as part of the Brian Boru Millennium calendar and our task was to showcase this as a focal point for this year-long celebration while creating a big bang in media which was to be reflected in attendance figures. In doing so, one of our main priorities was to have Dublin City Council showcased as the conduit to connect this historic event with families, Irish tourists and the media all over Ireland.
Our PR Strategy focused on a three main areas. The launch, a media site visit, and the two-day event itself.
Our PR Strategy focused on a three main areas. The launch, a media site visit, and the two-day event itself.
Launch Day
A Viking take-over in Dublin City where commuters were surprised and enthralled by the Vikings – social media played a key part in this with online media outlets and commuters alike all posting images and questions about their on street arrival.
Media Site Visit
Bringing media along for their first taste of the event was key in terms of colorful column inches in the days leading up to the Bank Holiday when families were making decision on how to spend their precious time. The media also got their first hand experience of how different this event would be which clinched confirmed media attendance for the event itself.
Two-Day Event
By this time the media interest and attendance was so high that each outlet wanted to get the most spectacular shot of this momentous event, which resulted in the Irish Daily Mail hiring a helicopter to shoot the main Viking battle at the event overhead.
The event surpassed all expectations with: a much bigger audience than anticipated, the event reached the two-day event target of 40,000 visitors on the first day alone. More than 70,000 people visited the festival over the two days in total. Media Coverage exceeded all expectations and was valued in excess of €1.2million (PR Value Equivalent).
Our client Dublin City Council was mentioned in over 90% of articles covering the event, which for us was a momentous achievement. Showcasing the great free events that Dublin City Council puts on throughout the city is only one small part of our role, we wanted to create a long lasting relationship between the council and the general public in terms of recognition for large scale free family events such as The Battle of Clontarf Festival. Thank you articles from some media outlets for the council and everyone involved in this event proved this had happen on a very large scale.
The event surpassed all expectations with: a much bigger audience than anticipated, the event reached the two-day event target of 40,000 visitors on the first day alone. More than 70,000 people visited the festival over the two days in total. Media Coverage exceeded all expectations and was valued in excess of €1.2million (PR Value Equivalent).
Our client Dublin City Council was mentioned in over 90% of articles covering the event, which for us was a momentous achievement. Showcasing the great free events that Dublin City Council puts on throughout the city is only one small part of our role, we wanted to create a long lasting relationship between the council and the general public in terms of recognition for large scale free family events such as The Battle of Clontarf Festival. Thank you articles from some media outlets for the council and everyone involved in this event proved this had happen on a very large scale.
Award-Winning Event
Insight Consultants picked up a prestigious PRCA Award for their work on the Battle of Clontarf Festival as the campaign won Best Event in 2015.
Here you can listen to Client Director Grace O'Reilly explain how Insight Consultants made the campaign a success:
Here you can listen to Client Director Grace O'Reilly explain how Insight Consultants made the campaign a success:
