Friday 22 September 2017

Sarah McCabe: Inside the world of media & marketing

'Riverdance' is TV's memorable moment

Riverdance: Irish people's most popular moment
Riverdance: Irish people's most popular moment
Darren's death in Love/Hate featured in the top five memorable Irish TV moments
Ray D'Arcy's show has a new sponsorship deal with insurance firm AA
Sarah McCabe

Sarah McCabe

Television advertisers might be surprised to hear that a 1994 'Riverdance' performance, rather than any more grand recent event, takes the top spot in terms of Irish people's most memorable TV moment. In the same week Ireland broke the world 'Riverdance' record, a new survey said the dancing brand's first stint at Eurovision remains our TV highlight of the past 50 years.

The performance, by Michael Flatley and Jean Butler, took 49pc of the vote. Viewers recollected its presentation by Cynthia Ni Mhurchu and the late Gerry Ryan in front of then President Mary Robinson, who led a standing ovation beamed to millions of TV viewers across Europe.

The top five memorable TV moments, compiled on behalf of UPC, reveal quite a mixed bag in terms of viewer interests. The tragic events of 9/11 took second place, followed by Darren's death in 'Love/Hate', Katie Taylor's gold medal at the 2012 Olympics and Miley's affair with Fidelma on 'Glenroe'.

"The UPC TV survey results demonstrate not only the richness of our TV history but also how on-screen moments can unite the nation" said UPC content development manager David Kent. "Whether it's from the shared joy of an experience such as 'Riverdance' or Katie Taylor's win to the despair of 9/11 or Princess Diana's death, these moments had us all glued to our screens. It is no surprise that 'Riverdance' has been so successful in the intervening years."

Visitor plan for Limerick

Limerick has launched Ireland's first marketing company dedicated solely to a city or county. The Limerick Marketing Company aims to double the number of tourists and prospective investors visiting the county over the next five years.

It is fully funded by Limerick City and County Council and will take over the existing activities of the Limerick Communications Office, which up to now promoted the city through traditional and new media, as well as Limerick.ie, the online guide to events and activities in Limerick. Marketing the City of Culture programme will be the first major undertaking by the new office.

"From a tourism perspective, Limerick had 383,000 overseas visitors alone in 2011, generating revenue of €143m. We want to double that and do even more with the domestic market within five years. The same target applies to potential visits; we want to double, and more, the number of itinerary visits to Limerick of foreign direct investment companies," said Limerick City and County Council chief executive Conn Murray at the launch.

The new entity will be headed up by former Shannon Development division manager Eoghan Prendergast. "Limerick has missed out on investment opportunities that other locations have benefited from. From here on, we will have one voice marketing, packaging and selling the Limerick message,"he said.

The project is based on a similar marketing model run by the city of Manchester. "We have looked at how this has been done elsewhere and Manchester is an outstanding example" said Mr Prendergast. "The similarities between it and Limerick are uncanny. Manchester, just like Limerick, is noted for its theatre, music, sport and the arts and has an international airport. The return has been phenomenal; it is now the second most popular city in the UK (after Edinburgh) for international visitors. That's an example we intend to follow."

D'Arcy show gets AA deal

Insurance firm AA is the new sponsor of Today FM's flagship 'Ray D'Arcy Show' in a deal worth an estimated €600,000. The show has about 240,000 listeners. Clear Blue Water, who handles media buying for AA, helped to organise the new partnership. The sponsorship will be delivered by a combination of stings across the show and promotions for listeners.

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