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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.

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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.

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CAMPAIGN RESULTS

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

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  • Coverage across all national print media.

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

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

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

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