Irish Car of the Year 2024 Awards Event

Ireland’s longest-running and foremost automotive awards scheme for over 35 years - sees fourth year of EV success.

The Irish Car of the Year awards, in association with Continental Tyres, are Ireland’s longest-running and foremost automotive awards scheme. We have been managing the programme for more than 35 years. The awards are run each year in conjunction with the Motoring Media Association of Ireland (MMAI), and the event for the 2024 award took place in the Conrad Hotel, Dublin, on 3rd November 2023.

As PR agency to the Continental Tyres-sponsored awards programme, the main job of Cullen Communications is to keep the spotlight on the awards throughout the year, then create as big a splash as possible around the gala awards event which takes place in November each year.

We designed this year’s trophies to emphasise the ‘Irishness’ of the awards through the use of local materials (slate and copper) and the ‘torc’ motif – a sign of high rank in Irish Celtic society, which in itself echoes a moving part from a car engine, be it an EV or ICE model.

For the 2024 award, the overall winner was the Hyundai IONIQ 6 – the fourth year in a row that an Electric Vehicle took the overall award.

Media Relations
Spearheading the PR and communications strategy, including close liaison with the motoring journalist jurors from the Motoring Media Association of Ireland (MMAI)
Content Creation
Creating AV packages for 10 awards categories for the event screens; Capturing of video and photo content for use on brand social media channels.

Representing the client, Continental Tyres, to negotiate, sponsor, and organise the flagship event of the year by MMAI (Motoring Media Association of Ireland).

Event Management
Liaison with the venue, room layout, arranging the programme for the day, scripting speeches and running order. Managing the invite and attendance process for the 135 guests, divided between members of the media and senior personnel from all of the car companies.
Digital Solutions
Creating and updating the awards website; Social media updates in the lead up to the event, and live update of awards winners on the night.

The Irish Car of the Year awards programme is a really valuable sponsorship for us in Ireland. It associates our premium tyre brand with the latest car models launched here each year and it helps us to build valuable relationships with both the car companies and the motoring journalists. And on top of it all, it is just a very enjoyable event for the Irish motoring community – it is essentially the highlight of the motoring year!

Tom Dennigan, Head of Continental Tyres Ireland


24 million reach through over 170 pieces of media coverage

135 VIP guests invited for the gala event, including motor journalists and car brand representatives

More than €8,000 raised through charity auction at awards event