Page 17 - StoryArc - Company Credentials

Engaged by Davis Events as the organiser of the New Year’s Eve three day festival in Dublin’s city
centre, there was a challenging task ahead to make the event the biggest and best it has ever been.
With a heavy investment into the project as a platform to attract tourism into Dublin and with the
pressure to compete with capital cities worldwide, a big bang PR campaign was required to create
awareness of the three day events and NYE concert, drive ticket sales to the concert and to put
Dublin on the map of NYE events globally.

With many stakeholders, supporting bands, needs of international performing artists and
sponsorships to manage, government agencies and officials, the ask was a 6 month
communications strategy, across consumer, corporate and stakeholder engagement, to deliver on
the needs of such a large scale event.

Three Mobile were brought on board as the event official sponsor and we linked in with the Three in-
house comms team and external PR team to ensure that the Three brand was best represented
across all campaigns, whilst using the brand as a leverage to draw attention to the event

Media photocalls were held at various times throughout the year to announce ‘news’ relating to the
festival i.e. Three’s sponsorship of the festival, announcement that MTV’s Laura Whitmore to host
the concert live on RTE, that Madness would be headlining the concert with details on ticket sales
for the event

We engaged with various types of media to bring the festival to life. News and features media
sharing details of the event happenings, parenting media to highlight the family friendly nature of the
festival and the anticipated fireworks display, music media to draw attention to the bands playing on
the night, event listings to drive ticket sales and much more

On Dec 28th, we invited media and photographers to a special half hour preview of the lighting up of
Trinity College with the Love Dublin message to enable them to capture photography and
commentary ahead of the official turning on of the lights on the 29th December

Leo Varadkar, as Minister for Tourism, alongside John Concannon (Failte Ireland at the time) hosted
a media tour and a walk through of the concert set-up with photography on the morning of the 31st
December, to celebrate the festival and its role in Irish tourism