It is surprisingly common for international brands, especially those based in the UK, to mistakenly treat Ireland as an extension of the UK market. This assumption can often lead to tone-deaf campaigns, missed cultural cues and, ultimately, alienated audiences.

As an Irish PR agency, we have worked with many UK-based clients that wanted to either launch their brand to an Irish audience for the first time or refresh their presence in a competitive Irish market. Based on those experiences, we have devised these tips to help you avoid the pitfalls mentioned above and make a lasting impact.

First off, ditch the global templates that companies often use. The best results will come from a bespoke, well thought-out plan that takes account of the local situation in Ireland. To truly connect with Irish audiences and media, you need to consider the nuances of the local market.

Here are our six essential tips to ensure your event makes an impact:

1. Build local media relationships

A mistake brands sometimes make is not doing their homework on building a comprehensive media and influencer target list, relying on easy-to-access, off-the-shelf options. This approach simply does not resonate. Irish media contacts require local relevance and tailored angles. Prioritise cultivating genuine relationships with Irish journalists and providing stories that matter in their context.

When the UK-based Association for Project Management (APM) held its Ireland launch, we supported the organisation with this principle in mind. By building tailored media lists, pitching relevant news angles and engaging with trusted Irish journalists, we managed to secure significant print and online coverage across major outlets. This would have had a much reduced impact if we had just sent out media releases en masse.

2. Tailor your assets to Ireland

Global press releases and videos often lack the specificity that Irish audiences demand. To make your launch stand out, it is important to develop bespoke messaging; feature Irish spokespeople; and present assets that directly speak to the local context. This level of detail ensures your launch feels relevant and grounded, rather than detached or generic.

Consider including Irish case studies, customer stories or tailored data points that reflect the Irish market. When British retailer Debenhams expanded into Ireland in the mid-1990s, they initially relied heavily on UK messaging and overlooked the need for localisation. As a result, they struggled to connect with Irish media and customers. Over time, they adjusted their approach, but the early lack of tailored communication meant they missed valuable momentum.

3. Appoint a clear Irish spokesperson

Do not make the mistake of launching without someone who can represent your brand in Ireland. Local media want to hear from someone who understands the local market: a country manager, a regional partner or another Irish-based representative. A strong, relatable spokesperson makes your pitch more credible and accessible.

Where possible, brief your spokesperson thoroughly to ensure they can confidently speak to both brand messaging and Irish-specific relevance. Brands like Aldi and Vodafone have effectively appointed Irish spokespeople who resonate with local audiences. These choices not only enhance credibility but also enable clear, confident communication that feels rooted in the Irish context.

4. Time your event strategically

Avoiding clashes requires local knowledge. Do not plan launches during summer Fridays, bank holiday weekends or times that clash with major events like Budget Day or high-profile sporting fixtures. Rely on a local partner whose knowledge will ensure your event does not get overshadowed. Strategic timing can maximise attendance and media coverage.

Use a local events calendar to spot potential conflicts well in advance and identify quieter news windows for stronger cut-through. In 2014, Three Ireland launched its ‘All You Can Eat Music’ campaign, promoting music streaming and partnerships with services like Deezer. Unfortunately, the campaign coincided with the Garth Brooks concert cancellation controversy, which dominated headlines and media attention. Despite strong creative and a significant budget, the timing severely limited its impact.

5. Choose the right venue and plan thoughtfully

Venue accessibility and relevance are key, especially in Dublin where transport and traffic can be a challenge. Pick a location that is easy to reach and design your event with valuable takeaways for media and/or influencers who can amplify your messages to their audiences.

6. Develop a newsworthy angle

A simple announcement of “X brand launches in Ireland” is not enough to capture attention. Create tension and intrigue. Highlight what is unique about your launch. Is it the first of its kind? Does it emphasise sustainability, job creation or innovation? What are the benefits for consumers or businesses in Ireland? Whatever the angle, make sure it matters to the local audience.

By implementing these six tips, your launch event will be positioned to not only attract attention but also leave a lasting impression on Irish audiences and media alike. Success lies in crafting an approach that reflects Ireland’s unique cultural and media landscape.

If you are serious about making your launch in Ireland count, think beyond logistics and lean into local relevance. The brands that succeed here are the ones that show up with insight, humility and respect for how business is really done. Nail that, and Ireland will not just welcome your brand, it will champion it.

About the author

Pearse O’Loughlin, Client Director with Cullen Communications, has more than 20 years of experience across all areas of communication and works principally with clients in the corporate and consumer sectors. One of the most experienced automotive PR professionals in Ireland, Pearse specialises in media relations, event management, internal communications and strategic consultancy.