Cróga is a new Irish sports nutrition brand that’s been specially developed for Gaelic games. The brand is a joint venture between the GAA, the Gaelic Players Association (GPA), and Co. Meath manufacturer Nuvion Nutrition.

Our challenge was a cold start. Sports nutrition is a crowded and competitive category, and Cróga had no customers, no profile and nowhere to buy.

Croke Park was the natural home for the announcement, and we built the day to make the most of what the venue stands for. A brand asking players to trust it needs to earn that trust somewhere, and an announcement made on the pitch at GAA headquarters made a strong statement.

The product story could not carry national news on its own, so we built the day around the people in the room. With Clare hurler Shane O’Donnell and Antrim ladies footballer Lara Dahunsi present, covering both hurling and ladies football, we structured the launch as a genuine media opportunity rather than a photocall, giving sports desks a reason to attend and a story to file.

We also worked backwards from the sale: have somewhere to buy before anyone goes looking. Cróga needed a shop as well as an announcement, so we designed and built croga-nutrition.com. The site carries the brand story, the full opening range (protein, creatine, collagen) and a checkout that works on a phone, since our research told us that most of the launch traffic would arrive from a video or a news story rather than a desktop.

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.

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. 

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.

European leader and third largest distributor of workplace products and solutions, Lyreco operates in 25 countries globally. We worked with the Lyreco UK & Ireland team on an integrated campaign to announce the opening of their new facilities in Dublin.

The Lyreco Ireland facility launch provided an opportunity for the brand to target the B2B industry across public and private sectors in addition to highlighting their Lyreco Goodness CSR objectives. Our team worked with our client, developing an integrated campaign with objectives focused on – brand awareness; lead generation; growing website traffic; CSR and local community activations; increasing customer opt-ins to email; growing product sales and social media followers. 

With a lead-time of only eight weeks, we worked across our team’s expertise developing a core communications and marketing plan and timeline that centred on targeting Lyreco’s target audience. This work generated successful outputs across earned, owned, shared and paid media.

The CLS website had significantly slowed down after seven years without re-development. Having worked with CLS for several years at this stage, we proposed a design overhaul, leveraging on our knowledge of the brand and their services.

For this project, it was important to have zero down time during the switch, as well as having a proper URL redirect for all pages to avoid broken links. We simplified the navigation structure, rewrote existing contents, implemented strategic CTA for lead capturing, integration with internal CRM, and implemented technical SEO throughout the website, among others.

We then integrated the e-commerce functionality on the website, enabling direct purchases using credit cards. At the height of the pandemic, CLS could offer COVID testing through calendar booking modules on the new website that synchronised with the internal staff Outlook calendar for availability slots.

The website redesign was created for the client in combination with the Google Search Ads (PPC) campaign, email campaign with MailChimp, social media management, on top of the existing PR activities for a complete PR and marketing

We have worked with the McGreals Group since 2020, helping to raise awareness of Irish-manufactured Novaerus air disinfection technology throughout the pandemic and beyond. Novaerus devices have been independently proven to inactivate all viruses, bacteria and spores from the air, making the technology suitable for all indoor environments. 

While most of our work has focused on B2B sectors, there is another high-profile sector that relies on clean indoor air: sport. 

Leveraging our connections in sports sponsorship, we identified Leinster Rugby as a potential partner for McGreals and a great fit with the proven benefits of this cutting-edge technology.  

We represented McGreals in negotiations with the 4-time European Cup champions and agreed a deal that would see our client become official clean air partner of Leinster Rugby – the first partnership of its kind in rugby. We organised a video/photography session at the Leinster Rugby campus and orchestrated a PR campaign announcing the partnership and emphasising key benefits of the technology in a high-performance sports setting.

Aligned Learning, a corporate training organisation based in Westmeath, sought to expand beyond their word-of-mouth growth strategy. They needed a broader reach to attract a wider audience and achieve their next phase of growth. Cullen Communications was engaged to support this expansion.

Our work with Aligned Learning began with a complete overhaul of their branding suite. We designed a new logo that reflected their professional and modern approach. Alongside this, we created a cohesive set of branding materials, including a letterhead, email signature, and social media profiles. We also developed templates for key documents such as proposals, training materials, invoices, and PowerPoint presentations, ensuring a consistent and polished look across all client communications.

To further strengthen Aligned Learning’s market presence, we designed and launched a new website tailored to the client’s specifications. The website featured a user-friendly design and was e-commerce enabled, allowing Aligned Learning to sell their courses online. Integrated payment processing facilitated credit card transactions, and the system was set up to auto-generate email invoices, streamlining the administrative process.

The rebranding and digital transformation significantly enhanced Aligned Learning’s visibility and professional image. The new website not only increased their online presence but also provided a seamless platform for clients to purchase courses directly. This comprehensive approach positioned Aligned Learning for substantial growth, reaching a broader audience and establishing a solid foundation for future expansion.

On 24th of July 2020, Applegreen celebrated their 28th year in business in Ireland. To celebrate their ‘24/7’ birthday, the leading Irish forecourt retailer wanted to do something unexpected to mark the occasion and surprise their loyal customers after the challenges of previous months during the pandemic.

Background

Strategy

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Final result

O’Connors of Drumleck is a high-end kitchen and woodwork company based in Castlebellingham, Co. Louth. The company uses state-of-the-art woodwork machinery that can deliver bespoke design and finishings for high spec kitchens. ​

We designed and developed the website with continuous support in maintenance and hosting. As part of the website creation, we arranged several professional photoshoots of the brand’s portfolio, including the high-end project Lansdowne Place, the interiors of which O’Connors of Drumleck has designed and fitted. We also developed and maintained a high-end blog post articles for website, sharing the brand’s artisanal knowledge of high-end woodworking and cabinetmaking.

We support O’Connors of Drumleck end-to-end marketing activities with PR, digital marketing, monthly social media content calendar with a minimum of two post suggestions each week.​