Friday 24 November 2017

Absolut support for visual arts at Galway festival

Absolut Vodka, which is distributed by Irish Distillers Pernod Ricard, has teamed up with the Galway Arts Festival to create the 'Absolut Visual Arts Programme' for the third year of a three-year contract.

The hope is that the sponsorship will allow for the biggest-ever visual arts programme at the festival, with 14 visual art exhibitions and the creation of a 40,000 sq ft temporary Absolut Festival Gallery in the Galway Shopping Centre.

The festival will run from July 11 for two weeks and Absolut will support the sponsorship with a €150,000 marketing campaign. The sponsorship over the three years will top €1m.

Absolut has had a long association with the arts, dating back to a 1985 collaboration with Andy Warhol. That marked the beginning of the 'Absolut Art' initiative, which is a collection of art resulting from all the Absolut advertising campaigns and artistic collaborations.

The initiative has been named one of the 10 best campaigns of the 20th Century by America's 'Advertising Age' magazine and has a place in the American Marketing Association's hall of fame.

Marketing manager for Absolut Richard Brickley hopes the association with the festival continues the company's tradition in the arts space.

"Over 1,000 people will pass through our festival gallery each day, providing us with exceptional opportunities to directly engage with consumers.

"Absolut was pioneering in allowing artists to play with the identity of the brand's bottle in order to create impactful advertising," he added.

At the Galway Arts Festival, the concept of Irish identity will be explored with the specially commissioned Absolut Identity installation by artist Paul Maye.

The exhibition of fictional portraits is composed by taking facial elements from images of numerous people to create a series of convincing new images of people who do not exist. The public can also interact with the installation by having their own digital portrait taken at a temporary photographic studio.

Life Comms takes Freshwater name

PR agency Life Communications has rebranded to 'Freshwater'. The rebrand is the final stage of the two-year integration of Life Communications into the Freshwater Group after its 2009 acquisition.

Life Communications was founded in 1998 by Darlene McCormick who will now take up a role as development director for Freshwater with responsibility for re-launching the agency's consumer, lifestyle and retail business across the UK and Ireland.

Freshwater clients here include Gala Retail Services, Country Crest, Kingspan Renewables, easyFairs, and General Mills. Its Irish operation will be managed by Riki Neill who will become managing director. Ms Neill was most recently deputy managing director in Ireland overseeing the day-to-day running of the agency's clients.


Freshwater chief executive Steve Howell said: "The purchase of Life Communications has added great value to the Freshwater Group. Despite the economic climate of the past two years, Life has delivered a very strong financial performance, achieving ambitious targets.

"Primarily the acquisition has given the Freshwater Group a presence across Ireland but we have benefitted from the specialist expertise of the team in the areas of consumer, retail and sponsorship. We are delighted that Darlene will now be a key player in the wider Freshwater business and equally pleased that we will have continuity here with Riki's appointment."

Lynx adds YouTube videos to campaign

LYNX continues its "premature perspiration" campaign for its Lynx Dry: Full Control anti-perspirant with the addition of a YouTube channel featuring a number of videos aimed at its core target of young males. Visit lynxeffectireland.

BAI media funding deadline extended

THE Broadcasting Authority (BAI) of Ireland has extended the deadline for the 2011 Media Research Funding Scheme to noon on Monday, August 29.

All other details set out in the guide to applicants and application form remain unchanged, the BAI says. Interested parties can download the '2011 media research funding scheme: guide to applicants and application' form from the BAI at _research.html.

Additional information on the 2011 Media Research Funding Scheme is available online, on request from the authority, or by emailing Patricia Kelly at

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