The UK-based  Association for Project Management (APM) enlisted Cullen Communications to support the launch of its new Ireland Regional Network. Expansion of the APM to Ireland was a significant event as the project management sector here has seen remarkable growth over the last few years, in tandem with the current economic growth and the broad range of public and private infrastructure projects undertaken right across the country.

With the event taking place on March 6, 2025, at Dublin’s Alex Hotel, our remit spanned both event management and media relations. The campaign had a relatively short runway, launching into action just weeks ahead of the launch event date.  We wasted no time in engaging with all of the key media outlets and in providing a comprehensive round up of recent media stories in relation the sector in Ireland.

Our PR efforts included drafting and pitching a detailed press release, securing photography, and producing an event video with interviews from senior APM leaders. We also advised on earned media strategies, targeting top-tier Irish business, construction, and tech media outlets. Notably, we secured an in-depth feature interview for the APM Ireland Network Lead in the Sunday Independent.

The campaign helped position APM as a key voice on project governance in Ireland, while generating lasting media impact across several sectors.

Celebrating its 45th year, the Irish Car of the Year (ICOTY) awards in association with Continental Tyres continues to set the standard for automotive excellence. For 2025, Cullen Communications once again delivered a multi-channel strategy aimed at raising the profile of the Awards.

The 2025 ceremony in Dublin’s Conrad Hotel welcomed over 160 guests, the highest attendance in recent years, including motoring journalists from all major print, online, and broadcast outlets, along with senior executives from the automotive brands competing for the awards.

Ahead of the awards, we supported ICOTY’s and Continental’s presence at the NEVO EV Show in the RDS, Dublin, where 22 vehicles proudly displayed ICOTY 2025 award eligibility and Continental Tyres branding to 19,500 visitors at the show.

Our strategic media engagement generated more than 125 earned articles across all media formats that mentioned the ICOTY award winners, including in-depth car reviews, all prominently featuring title sponsor Continental Tyres.

From creation of branded content, digital assets to event production and press outreach, Cullen Communications ensured the Irish Car of the Year 2025 awards was another standout campaign for the automotive industry, reinforcing its status as Ireland’s main awards platform and delivering strong brand exposure for Continental.

Codex, Ireland’s leading B2B office solutions company, aimed to extend its brand recognition to consumers through the ‘Pen Pincher’ campaign. The idea stemmed from a light-hearted moment on SPIN 1038’s breakfast show, where the hosts joked about missing pens in their office. Codex seized the opportunity by gifting personalised pens and a pen-safe, turning the relatable issue of “pen pinching” into a creative campaign. The initiative unfolded in two key phases.

The first part featured a week-long competition on SPIN 1038’s ‘Fully Charged‘ show. Daily and overall prize winners were announced alongside ad spots and live listener interactions on a station with 266,000 weekly listeners. To complement this, the station’s on-street team, the ‘SPINIs,’ distributed branded Codex pens at key commuter locations in Dublin. Passers-by could take part in a fun ‘pick and win’ activity, with the chance to win a premium gold Codex pen, adding an interactive element to the campaign.

The second part focused on earned media coverage. Cullen Communications conducted a survey on pen pinching habits in Irish offices and used the findings to craft a data-driven press release. Insights revealed that nearly nine in ten workers have had a pen taken from their desk, while 70% admitted to taking a colleague’s pen themselves. These statistics created engaging content for media outreach.

By blending paid media, on-street activations, and earned media efforts, the campaign positioned Codex as a trusted office solutions provider. It also boosted consumer engagement and brand awareness among a core demographic of office workers.

Dare 2b is a global sportswear brand, known for its high-performance ski and activewear designed to enhance both style and functionality. Cullen Communications launched a strategic campaign for the brand’s Autumn-Winter 2023 collection, aiming to boost online traffic and footfall to key stores while solidifying Dare 2b’s reputation as a leader in ski innovation.

The campaign highlighted Dare 2b’s cutting-edge technologies, such as AEP kinematics, ARED 20/30 & DWR, and sustainable features like recycled high-warmth padding and consciously made products. We employed a multi-channel approach, with Pixie Lott as the face of the On Piste collection, securing media placements and an exclusive interview on Ireland AM. Influencer engagement involved organic gifting and paid collaborations with creators, including Jodie Wood, while Irish influencer Cloda Scanlon was invited to a special London event hosted by Pixie Lott to experience the collection first-hand.

Media outreach focused on product profiles and gear tests to showcase the technical expertise of the range, supported by competitions and brand activations that boosted brand awareness and cemented Dare 2b’s reputation as a leading ski apparel expert.

The campaign reached over 1.5 million people via influencers and media, secured 21.35 million impressions through activewear and skiwear coverage, reached 182k listeners through brand activation, and garnered 21 pieces of national coverage.

ConnectGreen, an Irish tech start-up based in Cork, offers an AI-powered platform that allows Irish farmers and landowners to participate in the carbon credit marketplace reliably and verifiably. This platform connects businesses with Irish landowners to leverage carbon credit benefits.

Our media strategy for ConnectGreen included tailored communications to emphasise financial benefits for farmers and seamless integration for businesses. We leaned into the sustainability positioning of the ConnectGreen offering: land that is contracted under a medium to long-term carbon or biodiversity credit agreement must remain in its natural state with no development allowed. Additionally, we promoted the advantages of connecting Irish companies with Irish landowners for carbon credit investments, contrasting this with less verifiable schemes in distant locations.

After finalising key messages, we created a media strategy targeting businesses and farmers across Ireland. This included a launch press release, photography, and a media list focusing on agriculture, tech, sustainability, and business sectors. Cullen Communications also provided media skills training to two of the key spokespeople from ConnectGreen in preparation for media interviews.

The campaign resulted in 18 pieces of coverage, including radio, national and regional news outlets and agricultural titles, reaching a potential audience of 25.9 million. The coverage also included a company profile piece in the business section of the Irish Times under the banner of ‘New Technology Innovators’.

Our efforts on this campaign were recognised at the PRGN Awards 2024, where we took home silver for Product and Services Launch.

The CEWE Photo Award competition is a global photography competition with over half a million photos submitted annually. The competition is available for anyone to enter with €250,000 in prizes to be won.

Our launch strategy focused on highlighting the unique features of the competition, making the awards hyper-relevant to an Irish audience. We developed a partnership with a well-known content creator and photography expert from Mayo, Joshua Nueva. Showcasing the joy of photography capture, Joshua also offered practical tips and advice for entering the photo competition.

For the launch event, we hosted a gamified photo walk event around Dublin city centre, providing a framework for over 30 local content creators and media to come together. Added with a competitive element and good prizes, the event was a hit with participants that generated over 200,000 organic reach from the launch evening alone.

In addition to the national launch, we also engaged local media and relevant online communities to maximise coverage. Creating a compelling narrative using Irish-captured images in CPA competitions of previous years, we also promoted local talent and made it very relevant to local communities in Ireland.

Our efforts on this campaign were recognised at the global PRGN Awards 2024, where we took home silver in the Consumer Communications category!

Daikin, a global leader in high-end HVAC (heating, ventilation and air-conditioning) technologies, is at the forefront of Ireland’s transition to renewable energy including heat pumps. As Daikin’s Irish PR agency, we devised a digital campaign to boost awareness and sales of the company’s domestic heating products.

Our integrated campaign included website support, with regular design and content updates – one of our core service offerings. We also produced bi-weekly blog posts and client case studies, focusing on SEO to attract thousands of monthly visitors. We organically increased blog traffic from just 2% of web traffic to nearly 1/3rd of total visitors, translating to a blog growth of almost 2,800%.

Additionally, our informative video series  ‘Daikin Delves In’, featuring high-profile interviews with key industry stakeholders and influencers, engaged audiences across YouTube, Facebook, and Instagram.

By deploying paid advertisements, we were able to acquire leads and boost sales through a Google CPC search campaign. Simultaneously, our online banner ad campaign generated brand awareness while also retargeting website visitors. Finally, our social media support included both paid ads and organic content scheduling across Facebook, Instagram, X (Twitter), and LinkedIn accounts.

In a campaign spanning 9 months, we have doubled incoming leads and increased website traffic by +135%, while growing unprompted brand awareness by 2.3x. 

Managing a commercial vehicle fleet efficiently poses significant challenges for companies. Without advanced telematics systems, businesses can struggle to monitor and optimise their vehicle usage, leading to wasted resources and reduced profitability.

We saw the benefit in highlighting our client, Ford Ireland’s Ford Pro advanced telematics system and how it can help companies streamline their fleet management while at the same time saving on the bottom line.

DPD Ireland is the first company to harness the full power of the Ford Pro system managing their fleet of 220 full electric Ford E-Transit. We presented the idea for the video case study and liaised with the DPD Ireland team to get their buy in.

Collaborating closely with both Ford and DPD, Cullen Communications crafted a storyboard and script for the video, ensuring alignment with the desired messaging. Once finalised, we partnered with video production company to execute a three-day shoot at both a Ford Transit Centre in Dublin and at DPD’s facilities in Athlone and Galway, collaborating with the teams on the ground and overseeing shot set up and tweaking the script as needed.

The resulting video which used 95 percent of the Cullen Communications’ script, showcased the practical benefits of the Ford Pro telematics system in real-world fleet management scenarios. Emphasising efficiency, cost savings, and improved operational performance, the video serves as a compelling case study highlighting Ford Pro as the ideal solution for businesses who need to upgrade their fleet management processes to incorporate the very latest technologies.

Working with Dare 2b, the leading multi-sportswear brand, we devised a launch campaign for the new Spring/Summer 2024 Mountain Series featuring an array of activations to truly elevate the hiking experience.

As Dare 2b’s Irish communications agency, we were tasked with crafting a dynamic launch event to showcase the brand’s premium new 2024 hiking range. Partnering with a select group of content creators, we organised a morning hike in the beautiful Wicklow Mountains, integrating a series of mountaineering challenges to engage participants and highlight the brand’s technical features.

Our strategy focussed on generating high-quality, organic content through influencer marketing, emphasising the benefits and USPs of the Dare 2b range, such as the ARED 30K/30K breathable waterproofing technology. By leveraging our influencers’ reach and following, we generated 150+ pieces of social media content that reached 285K people in the first two weeks alone.

Our hiking event was not only a fun, immersive experience but the challenges involved created a healthy competition among participants, further amplifying brand engagement and showing Dare 2b in its natural element.

Our brand ambassador, Joshua Nueva – carefully chosen to align with Dare 2b’s brand values and target audience – was the embodiment of the campaign’s uniquely Irish spirit. 

Our efforts on this campaign were recognised at the PRGN Awards 2024, where we took home gold for Product and Services Launch.

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.