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Re branding the Cavan Fleadh Cheoil case study

Re branding the Cavan Fleadh Cheoil case study



Martin Gaffney PRO of Cavan Fleadh Cheoil on rebranding a jaded concept - the success of the Cavan Fleadh Cheoil - case study at The Business of Fun 2011

Martin Gaffney PRO of Cavan Fleadh Cheoil on rebranding a jaded concept - the success of the Cavan Fleadh Cheoil - case study at The Business of Fun 2011



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    Re branding the Cavan Fleadh Cheoil case study Re branding the Cavan Fleadh Cheoil case study Presentation Transcript

    • Over the yearsthe Fleadh hasestablished itselfas one of the highlightsof the Irish summer...Mary McAleese, President of Ireland
    • Competitions
    • Sessions
    • Workshops
    • Street Theatre
    • Seachtain na Gaeilge
    • Exhibitions
    • Dancing
    • Awards
    • Arts
    • Concerts
    • Broadcasts
    • 4,490Competitors
    • 6,000SessionMusicians
    • 1,000Volunteers
    • 450Officials
    • 35 Fleadh Executive Committee members
    • 5,000Programmes
    • 250,000Visitors
    • Connecting with our PublicBranding and promoting theAll Ireland Fleadh Cheoil2010/11/12Martin Gaffney PROBrand, Design and PublicRelations Management The Business of Fun Ballinasloe November 11, 2011
    • Cavan 2010• The Fleadh• The Cavan 2010 Brand• Implementing Cavan 2010• Community embracing the brand• Sharing and communications• Sponsors and Co-branding• Branding festivalsAll Ireland Fleadh Cheoil
    • The Fleadh
    • The All Ireland Fleadh• Since 1951, The All Ireland Fleadh remains one of the most recognised and enduring events in Ireland.• The Fleadh circulates every two or three years around Ireland.All Ireland Fleadh Cheoil
    • 1951-20121951 Mullingar, Co. Westmeath and held June 1972) 1992 Clonmel, Co. Tipperary1952 Clones, Co. Monaghan 1972 Listowel, Co. Kerry 1993 Clonmel, Co. Tipperary1953 Athlone, Co. Westmeath 1973 Listowel, Co. Kerry 1994 Clonmel, Co. Tipperary1954 Cavan Town, Co. Cavan 1974 Listowel, Co. Kerry 1995 Listowel, Co. Kerry1955 Loughrea, Co. Galway 1975 Buncrana, Co. Donegal 1996 Listowel, Co. Kerry1956 Ennis, Co. Clare 1976 Buncrana, Co. Donegal 1997 Ballina, Co. Mayo1957 Dungarvan, Co. Waterford 1977 Ennis, Co. Clare 1998 Ballina, Co. Mayo1958 Dungarvan, Co. Waterford 1978 Listowel, Co. Kerry 1999 Enniscorthy, Co. Wexford1959 Thurles, Co. Tipperary 1979 Buncrana, Co. Donegal 2000 Enniscorthy, Co. Wexford1960 Boyle, Co. Roscommon 1980 Buncrana, Co. Donegal 2001 Listowel, Co. Kerry1961 Swinford, Co. Mayo 1981 Listowel, Co. Kerry 2002 Listowel, Co. Kerry1962 Gorey, Co. Wexford 1982 Listowel, Co. Kerry 2003 Clonmel, Co. Tipperary1963 Mullingar, Co. Westmeath 1983 Clones, Co. Monaghan 2004 Clonmel, Co. Tipperary1964 Clones, Co. Monaghan 1984 Kilkenny City, Co. Kilkenny 2005 Letterkenny, Co. Donegal1965 Thurles, Co. Tipperary 1985 Listowel, Co. Kerry 2006 Letterkenny, Co. Donegal1966 Boyle, Co. Roscommon 1986 Listowel, Co. Kerry 2007 Tullamore, Co. Offaly1967 Enniscorthy, Co. Wexford 1987 Listowel, Co. Kerry 2008 Tullamore, Co. Offaly1968 Clones, Co. Monaghan 1988 Kilkenny City, Co. Kilkenny 2009 Tullamore, Co. Offaly1969 Cashel, Co. Tipperary 1989 Sligo, Co. Sligo 2010 Cavan Town, Co. Cavan1970 Listowel, Co. Kerry 1990 Sligo, Co. Sligo 2011 Cavan Town, Co Cavan1971 Dublin (was postponed 1991 Sligo, Co. Sligo 2012 Cavan Town, Co. CavanAll Ireland Fleadh Cheoil
    • • Established in 1951 • 450 Branches in 15 countries • 50,000+ members • 10 Regional centres in IrelandAll Ireland Fleadh Cheoil
    • All Ireland Fleadh Cheoil
    • Comhaltas CeoltóiríÉireann has toensure that eachnew venue reflectsthe ideals andvalues of the Fleadh.All Ireland Fleadh Cheoil
    • The Cavan 2010 Brand
    • How do you...• Promote the Fleadh• Promote Comhaltas• Promote Cavan• Promote Sponsors• Manage a diversity of media• Involve the community• Communicate with many audiencesAll Ireland Fleadh Cheoil
    • We need...Something that bringsit all together and that......everyone canassociate with.All Ireland Fleadh Cheoil
    • Brand Objectives Cavan 2010• Develop a brand that presents a sense of the world of traditional Irish Music, with authenticity and creativity.All Ireland Fleadh Cheoil
    • • Create a visual language that reflects a living tradition and that has the flexibility to work on a range of media and applications• Showcases the character and personality of the host town - CavanAll Ireland Fleadh Cheoil
    • An outward expression ofthe Fleadh, including itsname and visualappearance.
    • What is a brand?• A brand is not simply a name, a logo or an advertisement• A brand is the guarantee of a unique experienceAll Ireland Fleadh Cheoil
    • The brand identity is theFleadh’s fundamentalmeans of audiencerecognition andsymbolises theuniqueness of CAVAN
    • Brand elements LogoAll Ireland Fleadh Cheoil
    • All Ireland Fleadh Cheoil
    • Brand elements ColourA vibrant, whimsy colour paletteA revival of Pop art meetsIrish traditional cultureAll Ireland Fleadh Cheoil
    • Brand elements TypeA mix of bold idiosyncratic type ABCabc2011Grueber for logotype and headlinesFleadh OfficeFS Albert for text and copyAll Ireland Fleadh Cheoil
    • Brand elements ImageryAll Ireland Fleadh Cheoil
    • Brand elements Photo Fleadh atmosphereBranded Press photographyAll Ireland Fleadh Cheoil
    • Brand elements PhotoBranded Press personalitiesAll Ireland Fleadh Cheoil
    • Brands are ideas Activities Behaviour Communications EnvironmentsAll Ireland Fleadh Cheoil
    • More than a logoBrand Essence The brands promiseexpressed in the simplest, mostsingle-minded terms.Brand Promise‘Let Cavan Surprise you’All Ireland Fleadh Cheoil
    • Building a brand See it Be it Do it Define Develop DeliverAll Ireland Fleadh Cheoil
    • Brands that involvewhole populations needpopular permission.Wolff Olins, Branding Agency
    • Brand permit• You don’t have to ask the beans in the can how they feel about the label...• Brands that involve whole populations need popular permission• Public Meetings, Jan-April 2010
    • Brand Behaviour [Personality] Helpful CreativeDetermined Welcoming Generous Surprising Professional Innovative Facilitating
    • Connectingwith our Public• Public Relations and branding working together to communicate understanding to the local community.• Invitation to become involved in the Fleadh March 2010
    • Communicate• You cannot not communicate• Ensure the brand and all it represents is continuously visible• Media, venues, Local Authority offices...
    • Brand strategy• Roll-out of the brand to enable it to meet its objectives.• Rooted in the FEC* vision and driven by the principles of sustained audience appeal. *Fleadh Executive CommitteeAll Ireland Fleadh Cheoil
    • Brand strategy• Influence the total operation of the FEC & its sub-committees• Influence the community to ensure consistent brand behaviors and brand experiences.All Ireland Fleadh Cheoil
    • ImplementingCavan 2010 & 2011
    • Brand Strategy Implementation Literature Leaflets Event Guides Committees Advertising Newspaper Magazines Outdoor Programmes Internet Radio Signage Roads Town Center Directional Venue Murals Street banners Countdown Sponsors Shop windows Hoarding Gig Rig Location maps Merchandise Hoodies T-shirts Umbrellas Key-rings Stickers Internet Website Ezine Email Display Stand Pull-ups Posters Press Data CD Folder Press packs Supplements Releases Invitations Stationery Letterheads Comps slips Cards Office Forms Vouchers ID Badges Clothing Criú shirts Ambassadors Vis Jackets Concerts Posters Tickets Email Clár Programme Dance Events Vehicles Vans Courtesy carsImplementing Cavan 2010
    • LiteratureMagazine advertisement Events guide and promotional leaflets
    • Advertising County Fleadh Programme Advertisement
    • Advertising New York Cavan Association Advertisement Call for Archive Video Advertisement
    • Advertising National and local newspaper Advertisement
    • Advertising Online Advertisement
    • AdvertisingLocal Volunteers Advertisement
    • Advertising 48 Sheet Busarus Advertisement
    • Radio
    • Signage Metal Roadsign N3 Dublin Cavan Border
    • Signage Directional Roadsigns
    • Signage Venue Signage
    • Signage County Library Banner
    • Signage Stage banner
    • Signage Pole banners Countdown Totem
    • Signage Shop window sticker
    • Signage Windscreen / window sticker
    • Signage Location maps
    • Signage Street banners & bunting
    • Signage Gig Rig backdrop and banners
    • Merchandise T-shirts and Hoodies
    • Fáilteorí Welcome team
    • Merchandise Instrument case stickers
    • Internet Website: www.fleadh2010.ie
    • Internet Website: www.fleadh2010.ie
    • Internet Website: www.fleadhcheoil.ie
    • Internet Ezine
    • Display Display Stand and Pull-up banners
    • Display Display Stand and Pull-up banners
    • Press Press Pack; Folder, press release & data CD.
    • Press/events Launch invitations
    • Press Branded Press Photography: Winners
    • Fleadh Office Identity badges
    • Fleadh Office Forms and vouchers
    • Clothing Criú shirts and High visibility jackets
    • Tickets Concert tickets
    • Clár Programme cover
    • Clár Programme cover
    • Vehicles Sponsored vans
    • Communityembracing the brand
    • Who owns the brandThe real owner of the brand isn’t thePR or Marketing Chairpersons.Brand development (for communityfestivals) needs to be co-ordinatedamong the local authorities andstakeholders at all levels.All Ireland Fleadh Cheoil
    • StakeholdersComhaltas & FEC Vision & managementCommunity Deliver the promiseSponsors Mutual benefitsVisitors Deliver on expectationsMedia Communicate understandingPerformers Feel at homeVolunteers Feel valuedAll Ireland Fleadh Cheoil
    • Community Local business banners
    • HomeMakers Store Press advertisement Menswear Shop advertisementCavan Crystal Hotel Press advertisement Restaurant graphics advertisement
    • Community Local business banners
    • Community Local business banners
    • The Arts and Artists Year long Installations for Fleadh organised by County Cavan Arts Office
    • An Fleadh GlasThe sucessful ‘GreenFleadh’ initiativedriven by CavanCounty Council hadmultiple benefits;• Environmental• Community involvement• Brand awraeness Total community awareness of the Green Fleadh
    • Community Youth Committee brochure
    • Community Local News Paper Supplement
    • Sharing andcommunications
    • No Brand or PR activity can succeed ifunderstanding is lacking.What you think your brand is andwhat the audience thinks it is, shouldbe similar!The organisers & community shouldshare the same understanding...All Ireland Fleadh Cheoil
    • Share the same idea...All Ireland Fleadh Cheoil
    • Communicate local radioCommunicate personalitiesCommunicate local newspaperCommunicate leaflets meetings & briefingsUse all means & mediato ensure the brand internetvision for the festival is schools & clubsshared... signage and more...All Ireland Fleadh Cheoil
    • Sharing and communicating information Weekly spread in local Newspaper
    • Sharing and communicating information Weekly spread in local Newspaper
    • Feedback“They certainly surprised everybody”Treoir magazine, September 2010“Everyone was so generous and friendly?”The Anglo Celt, August 2010“The roads into town were bedecked with colourfulfleadh logos, even roundabouts, all very well done”The Irish Post, London, September 2010You hosted a historically, fabulous fleadh, which will bevery hard to repeat and will serve as a yardstick forfuture fleadhanna”Comhaltas Ardcomhairle member, October 2010.All Ireland Fleadh Cheoil
    • The 2011 Fleadh Cheoil na hÉireann in Cavan wasanother outstanding success.Labhrás Ó Murchú, Comhaltas Congress Tullamore, May 2011Cavan as a town and county has gained a new respectand huge exposure nationally and further afield.Jack Keyes, Cavan County Manager and FEC Chairperson.All Ireland Fleadh Cheoil
    • Sponsorsand Co-branding
    • Sponsor Street Hoarding
    • Quinndirect Pull-up banner displays
    • Diageo Guinness Press Advertising
    • Quinn Direct & Diageo signage
    • Fáilte Ireland on Banners and signage
    • Branding Festivals
    • Branding Festivals & eventsFestival Goers havealternatives…Why should they select you?All Ireland Fleadh Cheoil
    • Branding Festivals Brand Research
    • Questions• What are the benefits to the audience/ visitors?• Has the festival unique characteristics/ characters that can contribute to the brand personality?• Has the local/internal audience been considered? get their ideas• What is the promise?All Ireland Fleadh Cheoil
    • To visit a Hawaii Festival is to share inHawaii’s spirit and be part of our Island‘community’. Here, you will experience thewarm, welcoming embrace of our peopleand discover the unique customs andtraditions rooted in our island culture.These colorful and uplifting events offeryou an opportunity to enrich your minds,delight your senses, and refresh and renewyour spirit. Our festivals are specialoccasions that celebrate our people and ourland, and with their energy, emotion andexcitement, captivate all who participate.
    • Fail to planPlan to FailJack Keyes, Fleadh Chairperson. County Manager
    • Planning the brand See it Be it Do it Define Develop DeliverAll Ireland Fleadh Cheoil
    • Planning the brand 1 See it 2 Be it 3 Do itResearch Concepts CommunicationsAnalysis Visualisation EnvironmentsBrief Mock-ups InternetAttributes Feedback MediaValues Guidelines BehaviourPersonality Artworks Annual AuditStrategy Standards Update Define Develop DeliverAll Ireland Fleadh Cheoil
    • Developing a brand• Define the brand• Make sure all involved do their part• Communicate effectively• Focus on the audience• Watch for anything thats ‘off-brand’All Ireland Fleadh Cheoil
    • Project Management• Scope - work breakdownLiteratureAdvertising Leaflets Newspaper Event Guides Magazines Outdoor Committees Programmes Internet RadioSignage Roads Town Center Directional Venue Murals Street banners• Project Organisation - ManageRig Countdown Sponsors Shop windows Hoarding Gig resources Location mapsMerchandise Hoodies T-shirts Umbrellas Key-rings Stickers• Quality - keep everything on brand WebsiteInternet Ezine EmailDisplay Stand Pull-ups Posters• Cost - CD Folder & cost controlPressData Budget Press packs Supplements Releases InvitationsStationery Letterheads Comps slips Cards• Time - Annual plan/detailed task plans FormsOffice Vouchers ID BadgesClothing Criú shirts Ambassadors Vis Jackets• RiskPosters Tickets and be prepared - Identify EmailConcertsClár Programme Dance EventsVehicles Vans Courtesy carsAll Ireland Fleadh Cheoil
    • Why branding is importantThink about the brand from theaudience perspective and remember;• How people think about brands• How people select brands• Emotional connections are most powerfulAll Ireland Fleadh Cheoil
    • 10-20 August 2012 www.fleadhcheoil.ieLet Cavan surprise you again