Featured Case Study: Fleadh Cheoil na hÉireann - A Fleadh For All
Campaign
A Fleadh For All
Year
2024
Client
Fleadh Cheoil na hÉireann
Services
PR, Social Media, Media Partnerships
The Ask:
Drive awareness for the Fleadh Cheoil na hÉireann 2024 event, taking place for the first time in Wexford Town.
Tactically utilise PR, Social Media, and Media Partnerships to bring this year’s theme, A Fleadh For All, to life.
Use our communications channels to drive footfall to key events during the week of the festival.
The Spark:
With traditional Irish culture experiencing a global renaissance, there was a key opportunity to make the Fleadh more relevant to a wider audience than ever before. This year’s theme, A Fleadh For All, inspired us to showcase the diverse communities, both nationally and globally, that have been positively impacted by Irish culture.
The Solution:
We developed a comprehensive, through-the-line campaign to celebrate Irish culture and inspire people to experience its positive impact firsthand. Key elements of the campaign included:
Media Outreach: We generated earned media opportunities featuring individuals from a variety of backgrounds, including the Travelling Community, differently abled individuals and immigrant groups, highlighting the Fleadh's inclusivity. This resulted in blanket coverage with positive sentiment across print, broadcast, and digital outlets.
Social Media Strategy: We created a comprehensive social media strategy and content calendar that showcased the diversity of the Fleadh and the beauty of Wexford, ensuring consistent and engaging messaging across platforms including Facebook, Instagram, TikTok and Twitter.
Media Partnerships: We forged strategic media partnerships to raise awareness of key events during this year’s Fleadh, driving link clicks and engagement across the festival’s varied week-long programme.
This multifaceted approach ensured that the Fleadh was positioned as a welcoming, inclusive, and varied festival, resonating with a broader audience than ever before while reinforcing its cultural significance.
The Impact
Results from the campaign surpassed all set KPIs, delivering reach and resonance above previous years. Key results include:
An earned media reach of 53,697,000, with a YOY increase of 82%
An earned social reach of 2,330,000+
Over 19,000 link clicks from media partnerships and social content, a 123% from 2023
