Regatta, Dare 2b, Craghoppers SS25 Collection Launch
To launch the SS25 collections, Cullen Communications created a seasonal press event for Regatta Group in the heart of Dublin. This invite-only experience brought together three distinct outdoor lifestyle brands: Regatta Great Outdoors, Dare 2b, and Craghoppers, for the first time under one roof in Ireland. The objective: to connect product storytelling with live content creation and spark media momentum ahead of summer.
Held at Wren Urban Nest, a sustainability-forward hotel in Dublin city centre, the event reflected the group’s values around conscious travel and urban adventure. Our team transformed the venue into a walk-through discovery space, with dedicated zones for each brand. Guests explored new-season ranges through styled product trials, and expert-led introductions, while capturing content in real time.
Cullen Communications managed the campaign end-to-end, from concept development and product curation to guestlist strategy and on-site execution. Creative direction and styling were handled in-house, ensuring consistency across all brand zones, while event branding and showroom layout were designed to maximise both live interaction and post-event content capture. To bring the space to life, we layered in immersive details: a live DJ set the vibe, a Polaroid photo wall sparked spontaneous moments, and a custom water bottle station, created in partnership with Howrad Studios, gave guests a takeaway they could personalise and post.
The event delivered both visibility and conversion, turning a seasonal drop into a brand-building moment, and proving the value of joined-up PR, event and influencer strategy in one activation.
Influencer Engagement
Curated guestlist of media and creators, live social seeding, and targeted gifting to encourage brand content.
Event Management
End-to-end event strategy and execution, from venue selection and setup to day-of coordination and brand staging.
Media Relations
Media invites, attendance coordination, post-event follow-up, and press material distribution.
Social Media
Live event coverage, behind-the-scenes stories, and branded content amplification via Cullen’s and Regatta’s own channels.
Content Creation
Concept development, signage, visual identity, and layout zoning for Regatta the Great Outdoors, Dare 2b, and Craghoppers brands within the space. Produced a short video for social media after the event.
Results
60+ guests attended, including top-tier consumer and lifestyle media, stylists, and content creators
The launch generated 133 pieces of influencer content with a total reach of over 1.29 million
Media attendance at the event included titles such as Sunday World, Her.ie, RSVP Magazine, Irish Independent, Irish Daily Star, Outsider Magazine, Dublin Gazette, and Evoke, with earned media audience reach of 452,000
