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Large-scale Cultural Events

CASE STUDY CULTURE NIGHT DUBLIN

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BRIEF

CultureHead was selected as the company to develop and implement a strategic Public Relations campaign for Culture Night Dublin, the annual nighttime celebration of Irish Culture. The brief was to maximise awareness and engagement for the event with a key priority of attracting new and diverse audiences. The programme consisted of 200 participating venues, and more than 250 in-person and online events across the city and county, as well as a number of specially commissioned artist projects. CultureHead worked on the project alongside multiple stakeholders and cross-functional teams including MOS Arts Management, Dublin City Council and the Arts Council of Ireland.

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APPROACH

We anchored the campaign around 3 core elements: creating awareness of the event with a high-profile launch in the national media.

 

Creating consideration of the programme by leveraging the profile of our Culture Night ambassador Ola Majekodumi across multiple media platforms.

Converting audiences into attendees of the event with the targeted promotion of selected events and a strong call to action at each touchpoint within the media.

 

 

 

 

CAMPAIGN RESULTS

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  • Estimated 52 Million impressions across print, radio, televisions & online. 

  • Coverage across all national print media.

  • Increase in reach & across youth audiences (age 18-35).

  • Increase in reach & engagement across “non-traditional arts audiences” and publications.

  • Most read story #1 Culture Section The Irish Times online during show week.