Thursday 27 October 2016

AdLib: Shannon comes onboard for Fleadh

Media & Marketing with Michael Cullen

Published 12/05/2016 | 02:30

Pictured in the Sugar Club are Nicola Treanor, Dena Walker, Elaine Gillespie, Joanna Cawley and Jessica Stokes, all from Irish International
Pictured in the Sugar Club are Nicola Treanor, Dena Walker, Elaine Gillespie, Joanna Cawley and Jessica Stokes, all from Irish International
Euro 2016 fever hots up with new ad for Three

Billed as the world's biggest Irish traditional music festival, the 60th Fleadh Cheoil na hÉireann has secured Shannon Airport as sponsor. The homecoming will see 400,000 people gather in Ennis, Co Clare, this summer for trad music, song and dance. It's 39 years since the county last staged the Fleadh.

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Shannon Group chairman Rose Hynes says Clare is synonymous with two things - amazing scenery and culture. "It will be more than worth the wait in August as it will be one great party," Hynes said.

The Fleadh involves 6,000 competitors and 10,000 session musicians, with 1,500 volunteers making sure everything is in tune. The festival is said to be worth €38m to the economy.

Elsewhere on the sponsorship front, Bank of Ireland has signed a three-year sponsorship deal with the Irish Open golf where the title backer is the Dubai Duty Free. The bank is running a competition for golf clubs nationwide with a prize to have the club's branding showing on Shane Lowry's gear. The four-day tournament tees off at the K Club next Thursday.

Cricket Ireland has signed a three year deal with global group KPC, which has interests in cricket-playing India and the United States. The sponsorship was announced at the launch of Cricket Ireland's strategic plan up to 2020. Although the value of the deal was not disclosed, the move is an indication of Cricket Ireland's ambition to try and give the sport more mainstream appeal, Jamie Macken of Core Media's Livewire agency says.

John West has partnered with the GAA Féile competition. The three-year deal sees the canned fish brand back the Féile with a campaign covering digital, social media updates, sampling and experiential activity during the festival. Former rugby international Paul O'Connell helped launch Pinergy's sponsorship of Independent News & Media's first House 2016 interiors show, which runs at the RDS for three days from May 20.

O'Connell is an investor and brand ambassador for Pinergy. RTE Television's First Dates was snapped up by its4women in a deal valued at €90k. With Euro 2016 kicking off in France next month, Hyundai will sponsor RTE's Euro coverage for €200k. TV3 will show 22 live games from the 51 matches but the deal agreed with RTE doesn't allow TV3 to have a title sponsor.

INM has a Euro package complete with magazine preview for €180k. Littlewoods is sponsoring RTE's coverage of the Eurovision Song Contest in Stockholm. Steering the campaign were DDFH&B, Carat and Wolfgang Digital. Lyric FM presenter Marty Whelan hosts his 17th Eurovision with former Westlife singer Nicky Byrne representing Ireland.

* Telemedicine marketer MeeDoc has rolled out its first integrated ad campaign in Ireland.

Launched last November, the MeeDoc app allows patients to connect with a GP by smartphone using a secure instant messaging or video service. Developed in-house, with support from social agency The Honey Partnership, the campaign uses images of MeeDoc patients taken by Irish photographers Marc O'Sullivan and Claire O'Rorke. The ads focus on testimonials from patients Tony Reddington from Dublin, Rodney Atkinson from Cork and Rafal Strus from Co. Kildare.

The campaign runs across the Luas tram network with JCDecaux, print with the Irish Independent and online with

* Dublin artist and illustrator Kevin McSherry will show his latest collection of quirky paintings at the pop-up Galarie Impromptu in Dublin's Harold's Cross from mid-June. McSherry's artwork has claimed hooks at The Louvre, the British National Collection and the Ormeau Baths Gallery in Belfast.

Artist Kevin McSherry’s works have featured in The Louvre and in the British National Collection
Artist Kevin McSherry’s works have featured in The Louvre and in the British National Collection

His illustrations ran in the Wall Street Journal and the Washington Post. Called Flights of Fancy, McSherry's new collection features oils and acrylics narrative absurdist paintings. As your man in the Cheno Unction ads used to say "quare name but great stuff".

* Straight from the hip commentaries were again the order of the day at the Institute of Advertising Practitioners in Ireland (IAPI) annual Rant Night. OwensDDB director John Gildea spoke about the horrors of being a client while McCannBlue's Amy Satelle talked about how the C-word - collaboration - is the most abused word in adland. IPG Mediabrands digital strategist Jen Walsh argued that 'Fair's fair'.

* Former Republic of Ireland football manager Jack Charlton teams up with the Boys in Green in Three's #MakeHistory TV ad promoting the Euros in France in June. Manager Martin O'Neill, Robbie Keane and John O'Shea feature. The ad, created by Boys and Girls, has Irish band The Stunning's anthem 'Brewing Up a Storm' rallying Ireland fans.

* In the Company of Huskies has acquired the Brando creative agency for an undisclosed sum. Launched by Darren McGrath in 2005, Brando has worked for the AA, GAA, GloHealth, Irish Distillers Pernod Ricard and Virgin Media. Huskies boss Jonathan Forrest says the deal should see turnover increase from €6m to €8m. The company recently signed up to the Society of Digital Agencies - SoDA.

Michael Cullen is editor of

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