Re branding the Cavan Fleadh Cheoil case study

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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

  1. 1. Over the yearsthe Fleadh hasestablished itselfas one of the highlightsof the Irish summer...Mary McAleese, President of Ireland
  2. 2. Competitions
  3. 3. Sessions
  4. 4. Workshops
  5. 5. Street Theatre
  6. 6. Seachtain na Gaeilge
  7. 7. Exhibitions
  8. 8. Dancing
  9. 9. Awards
  10. 10. Arts
  11. 11. Concerts
  12. 12. Broadcasts
  13. 13. 4,490Competitors
  14. 14. 6,000SessionMusicians
  15. 15. 1,000Volunteers
  16. 16. 450Officials
  17. 17. 35 Fleadh Executive Committee members
  18. 18. 5,000Programmes
  19. 19. 250,000Visitors
  20. 20. 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
  21. 21. 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
  22. 22. The Fleadh
  23. 23. 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
  24. 24. 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
  25. 25. • Established in 1951 • 450 Branches in 15 countries • 50,000+ members • 10 Regional centres in IrelandAll Ireland Fleadh Cheoil
  26. 26. All Ireland Fleadh Cheoil
  27. 27. Comhaltas CeoltóiríÉireann has toensure that eachnew venue reflectsthe ideals andvalues of the Fleadh.All Ireland Fleadh Cheoil
  28. 28. The Cavan 2010 Brand
  29. 29. 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
  30. 30. We need...Something that bringsit all together and that......everyone canassociate with.All Ireland Fleadh Cheoil
  31. 31. 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
  32. 32. • 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
  33. 33. An outward expression ofthe Fleadh, including itsname and visualappearance.
  34. 34. 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
  35. 35. The brand identity is theFleadh’s fundamentalmeans of audiencerecognition andsymbolises theuniqueness of CAVAN
  36. 36. Brand elements LogoAll Ireland Fleadh Cheoil
  37. 37. All Ireland Fleadh Cheoil
  38. 38. Brand elements ColourA vibrant, whimsy colour paletteA revival of Pop art meetsIrish traditional cultureAll Ireland Fleadh Cheoil
  39. 39. Brand elements TypeA mix of bold idiosyncratic type ABCabc2011Grueber for logotype and headlinesFleadh OfficeFS Albert for text and copyAll Ireland Fleadh Cheoil
  40. 40. Brand elements ImageryAll Ireland Fleadh Cheoil
  41. 41. Brand elements Photo Fleadh atmosphereBranded Press photographyAll Ireland Fleadh Cheoil
  42. 42. Brand elements PhotoBranded Press personalitiesAll Ireland Fleadh Cheoil
  43. 43. Brands are ideas Activities Behaviour Communications EnvironmentsAll Ireland Fleadh Cheoil
  44. 44. More than a logoBrand Essence The brands promiseexpressed in the simplest, mostsingle-minded terms.Brand Promise‘Let Cavan Surprise you’All Ireland Fleadh Cheoil
  45. 45. Building a brand See it Be it Do it Define Develop DeliverAll Ireland Fleadh Cheoil
  46. 46. Brands that involvewhole populations needpopular permission.Wolff Olins, Branding Agency
  47. 47. 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
  48. 48. Brand Behaviour [Personality] Helpful CreativeDetermined Welcoming Generous Surprising Professional Innovative Facilitating
  49. 49. 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
  50. 50. Communicate• You cannot not communicate• Ensure the brand and all it represents is continuously visible• Media, venues, Local Authority offices...
  51. 51. 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
  52. 52. 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
  53. 53. ImplementingCavan 2010 & 2011
  54. 54. 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
  55. 55. LiteratureMagazine advertisement Events guide and promotional leaflets
  56. 56. Advertising County Fleadh Programme Advertisement
  57. 57. Advertising New York Cavan Association Advertisement Call for Archive Video Advertisement
  58. 58. Advertising National and local newspaper Advertisement
  59. 59. Advertising Online Advertisement
  60. 60. AdvertisingLocal Volunteers Advertisement
  61. 61. Advertising 48 Sheet Busarus Advertisement
  62. 62. Radio
  63. 63. Signage Metal Roadsign N3 Dublin Cavan Border
  64. 64. Signage Directional Roadsigns
  65. 65. Signage Venue Signage
  66. 66. Signage County Library Banner
  67. 67. Signage Stage banner
  68. 68. Signage Pole banners Countdown Totem
  69. 69. Signage Shop window sticker
  70. 70. Signage Windscreen / window sticker
  71. 71. Signage Location maps
  72. 72. Signage Street banners & bunting
  73. 73. Signage Gig Rig backdrop and banners
  74. 74. Merchandise T-shirts and Hoodies
  75. 75. Fáilteorí Welcome team
  76. 76. Merchandise Instrument case stickers
  77. 77. Internet Website: www.fleadh2010.ie
  78. 78. Internet Website: www.fleadh2010.ie
  79. 79. Internet Website: www.fleadhcheoil.ie
  80. 80. Internet Ezine
  81. 81. Display Display Stand and Pull-up banners
  82. 82. Display Display Stand and Pull-up banners
  83. 83. Press Press Pack; Folder, press release & data CD.
  84. 84. Press/events Launch invitations
  85. 85. Press Branded Press Photography: Winners
  86. 86. Fleadh Office Identity badges
  87. 87. Fleadh Office Forms and vouchers
  88. 88. Clothing Criú shirts and High visibility jackets
  89. 89. Tickets Concert tickets
  90. 90. Clár Programme cover
  91. 91. Clár Programme cover
  92. 92. Vehicles Sponsored vans
  93. 93. Communityembracing the brand
  94. 94. 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
  95. 95. StakeholdersComhaltas & FEC Vision & managementCommunity Deliver the promiseSponsors Mutual benefitsVisitors Deliver on expectationsMedia Communicate understandingPerformers Feel at homeVolunteers Feel valuedAll Ireland Fleadh Cheoil
  96. 96. Community Local business banners
  97. 97. HomeMakers Store Press advertisement Menswear Shop advertisementCavan Crystal Hotel Press advertisement Restaurant graphics advertisement
  98. 98. Community Local business banners
  99. 99. Community Local business banners
  100. 100. The Arts and Artists Year long Installations for Fleadh organised by County Cavan Arts Office
  101. 101. An Fleadh GlasThe sucessful ‘GreenFleadh’ initiativedriven by CavanCounty Council hadmultiple benefits;• Environmental• Community involvement• Brand awraeness Total community awareness of the Green Fleadh
  102. 102. Community Youth Committee brochure
  103. 103. Community Local News Paper Supplement
  104. 104. Sharing andcommunications
  105. 105. 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
  106. 106. Share the same idea...All Ireland Fleadh Cheoil
  107. 107. 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
  108. 108. Sharing and communicating information Weekly spread in local Newspaper
  109. 109. Sharing and communicating information Weekly spread in local Newspaper
  110. 110. 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
  111. 111. 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
  112. 112. Sponsorsand Co-branding
  113. 113. Sponsor Street Hoarding
  114. 114. Quinndirect Pull-up banner displays
  115. 115. Diageo Guinness Press Advertising
  116. 116. Quinn Direct & Diageo signage
  117. 117. Fáilte Ireland on Banners and signage
  118. 118. Branding Festivals
  119. 119. Branding Festivals & eventsFestival Goers havealternatives…Why should they select you?All Ireland Fleadh Cheoil
  120. 120. Branding Festivals Brand Research
  121. 121. 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
  122. 122. 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.
  123. 123. Fail to planPlan to FailJack Keyes, Fleadh Chairperson. County Manager
  124. 124. Planning the brand See it Be it Do it Define Develop DeliverAll Ireland Fleadh Cheoil
  125. 125. 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
  126. 126. 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
  127. 127. 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
  128. 128. 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
  129. 129. 10-20 August 2012 www.fleadhcheoil.ieLet Cavan surprise you again

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