Continental Irish Car of the Year

We have been organising the annual Irish Car of the Year awards on behalf of Continental Tyres for many years. We arrange for jury members to drive all eligible cars. We stage-manage the gala awards event for 200 key members of the automotive community. We maximise pre- and post-event publicity. And we do it every year. Our biggest challenge, usually, is how to go one better than the previous year but in 2014 we faced a bigger challenge: the Irish Motoring Writers Association (the jury) split into two factions, leaving serious question marks over the future of the awards. Tensions ran high but we simply got on with the job, assuring the client that the 2015 event would be better than ever. And it was – we moved the event to a city centre venue and changed to a more casual, lounge-style format. We secured Irish football manager Martin O’Neill as guest speaker and displayed the winning car on a plinth in the heart of Ireland’s ‘silicon quarter’.

Did we succeed? We did. In spite the fall-out from the IMWA split, press coverage of the awards exceeded the previous year’s event, while Continental Tyres praised our “strategic guidance” in managing a sponsorship that delivered “on all key performance indicators”.

Want to know more about this project? Contact us for a full briefing.