Brief:

Align the Gala brand to excellence and deliver a high-profile sponsorship in Ireland.

Tactics:

RNN Comms’s strategy was to create a parallel Gala amplification campaign that was not solely reliant on IFTA awards news, but instead, created its own news that was aligned to the IFTA Gala Television Awards.

Key to the 2016 campaign was RNN comms use of integrated activity, creativity and innovation. The team created the ‘Gala Red-Carpet Reporter’ and the introduction of a new award category - Gala TV Rising Star Award.

Results:

• Gala ‘branded’ coverage across all platforms: TV, radio, broadsheets, tabloids, online and social media (Facebook & Twitter)
• Broadcast of awards viewership of 217,000 - peak of 128,000
• Gala TV Rising Star voting app: increase of 500% on volume of votes from 2015
• Red Carpet Reporter video secured over 2,000 views
• Twitter impressions of 7,413,000 and 10% increase in followers
• 100% engagement from Gala stores in in-store promo