Business Irish

Thursday 8 December 2016

Dubai Duty Free ready for the off

Published 09/06/2011 | 05:00

THE summer sports calendar is in full swing once again, and with the hurling and football here, and a host of major sports all over Europe, there's plenty for the sports fan to do.

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For the racing fan, though, the main event takes place at the end of this month when this year's Dubai Duty Free Irish Derby takes place at the Curragh.

The race will decide who is the champion for 2011 but for Curragh marketing manager Evan Arkwright the three-day meeting is about a lot more than just one race.

"The derby itself takes place on Sunday, June 26, and it caps what we hope will be a terrific week, but there's a lot more to the week than just the one race," he said.

"Our slogan this year is 'Embrace More Than The Race', and we hope that will be the case this year."

The derby is a peculiar event for the marketing staff. It is a blue riband sporting event which will attract a racing audience regardless, but it's Mr Arkwright's job to make sure the event brings in a wider audience than just the racing folk.

The proof of the pudding will be on June 26 but on the face of it, this year looks set to be a success.

"We'll have a 'Taste of Dublin' village at the races again this year which has been very successful before, and we have a partnership with Today FM so they will be broadcasting from the track throughout the three days.

"There are also events away from the track, with the Dubai Duty Free Irish Derby Golf Classic taking place at The K Club on the Friday before the race.

"As with most major meetings, we will be having Ladies' Day as well."

Dubai Duty Free is title sponsor of the event but they are not the only partners the Curragh has for the week.

"We also have partnerships with Woodie's DIY, beauty products firm Sally Hansen, transport company Stobart Ireland, and Newbridge's Whitewater shopping centre," he added.

The Irish Derby has had only three sponsors in the last 40 years -- something that has been both a blessing and a curse.

"Budweiser sponsored the race for 22 years before Dubai Duty Free took over and that has been a problem in a sense as we've had to really fight to get the brand association level to where we want to be, but we are getting there now," said Mr Arkwright.

Lynx perspiring over launch

LYNX is launching a new campaign for its new 'Lynx Dry: Full Control' deodorant. According to Lynx, thousands of Irish men have been needlessly suffering from 'premature perspiration' and the €300,000 TV, cinema, digital and publicity campaign hopes to push Lynx Dry as the solution to the problem.

To kickstart the campaign, Lynx has created short humorous videos highlighting the properties of Lynx Dry. www.prematureperspiration.ie.

Bulmers Light for 'Celebrity Salon'

BULMERS Light has announced a new broadcast sponsorship of 'Celebrity Salon', which began this week on TV3.

The six-programme show follows Rosanna Davidson, Calum Best, Georgia Salpa, Abi Titmuss, Alan Hughes and Aisleyen Horgan-Wallace coping with the world of tanning, waxing, hair and make-up; all vying to win the title of 'Best in Beauty'.

Orlaith Fortune, marketing manager, Bulmers Light said: "'Celebrity Salon' is a great fit for Bulmers Light."

"It is the only low calorie cider on the Irish market and has proved hugely appealing amongst fashion and style-conscious audiences. This year we're delighted to have added the iconic Bulmers Light Pint Bottle to our range."

Office supplier Viking rebranded

AFTER 16 years in Ireland Viking Direct, the online office supplies company, has rebranded to Viking.

The company delivers office supplies to many businesses and organisations in Ireland.

The reason for the rebrand is to take the brand from being b2b to b2c. Over recent years, Viking has transitioned from a catalogue company to an online business, with 40pc of sales online.

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