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.

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.

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!

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.

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.

Our team provide integrated communication strategies focused on media and influencer relations, product gifting, media partnerships and launch events to support their business goals.

A key part of our work with Dare 2b is on maximising brand ambassador opportunities to reach target audiences and raise brand awareness. Most recently this included media personality Laura Whitmore and Formula One champion Jenson Button.

We held an exclusive Dare 2b Laura Whitmore Active Edit Launch energetic POUND workout brand activation in Dublin, inviting key fitness content creators and media to test out the new product first hand. This campaign integrated media outreach and post event influencer gifting.

For the Dare 2b Jenson Button Mountain & Lifestyle Active Edit launch, an outdoor Dare 2b launch activation was organised, inviting targeted outdoor influencers and media for a hike. An exclusive interview with the high-profile brand ambassador was secured on TV, as well as a post event competition with Outsider Magazine IG to extend awareness and engagement.

In 2022, Cullen Communications was approached by Neurodiversity Ireland, a new community group founded by the parents of autistic and neurodivergent children. The group’s aim was to launch Ireland’s most autism-friendly environment in the village of Sandymount, Dublin, with a view to rolling out the initiative to other communities around Ireland that are neurodiverse-friendly.

Working with the group, we developed key messaging that took into account sensitivities around the tone and language used in relation to neurodivergent people. We then built the Neurodiversity Ireland website, which included an e-commerce mechanism where members of the public can donate to the initiative.

With the site ready to go live, we organised the launch of the new community group in Lansdowne RFC. The launch was attended by 100+ people with special guests including Adam Harris, CEO of AsIAm, and Leo Cullen, head coach of Leinster Rugby.

In tandem with event-managing the launch, Cullen Communications provided media relations support for the event that included the distribution of press materials, as well as FAQs and background briefing documents.

The Irish e-scooter market is shaping up to be highly competitive, with a number of operators having already signalled their intention to launch e-scooter sharing services once the legislation has been passed. We represented SPIN, a subsidiary of the Ford Motor Company, to heighten national attention of who they are and the benefits that their scooters can have for everyday commuters.

We developed a two-stranded campaign. On the Public Affairs side, we’ve developed a comprehensive list of stakeholders and decision-makers for Spin to target. This included the Departments of Transport, Environment, Enterprise, Opposition spokespeople, Joint Committee members, the National Transport Authority, local councils and authorities, community groups, relevant media, and the influencer community.

On the Public Relations side, the key objectives was to introduce SPIN to the Irish market, ensuring the brand is properly positioned and correctly understood by stakeholders, and generating positive media coverage that reflected the brand tone, values and proposition. A PR campaign for SPIN began with a launch event and creative media outreach programme designed to catch the eye and stimulate interest among relevant media in mobility, lifestyle, and environment.