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.

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.

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.

Continental is a premium tyre brand that delivers superb braking, handling, performance, and safety through award-winning technical excellence, innovation, and design. Our agency has supported Continental for over 20 years, handling media relations, sponsorships, event management, content creation, and digital solutions.

In July 2024, we completed a full year of influencer marketing with Continental. Our creative strategy aimed to reach more consumers and promote premium tyres in the Irish market. Our approach focused on educating Irish consumers about the safety benefits of premium tyres, positioning Continental as experts in tyre and road safety. Influencer collaborations enabled Continental to share important messages through authentic, user-generated content.

Building on our successful influencer collaborations in 2023, we recommended increased investment in influencer marketing for 2024, leveraging both paid and gifted partnerships. We oversaw every aspect of the process, from selecting suitable content creators to managing partnerships and ensuring accurate messaging. To date, we have collaborated with 10 influencers, resulting in 58 pieces of content and over 273k reach.

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.

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.

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.

Applegreen is a well-established convenience store and forecourt retail chain. We re-launched their famous breakfast roll in Ireland, making the decision to use only 100% Irish products, sourced from Irish suppliers. To help profile the launch we developed a fun and consumer-focused campaign to highlight this delicious delicacy.

In support of the campaign, we assisted the client in creating a comprehensive omnibus survey comprising 10 questions. This national survey of 1,000 people gathered insights about the things that make us quintessentially Irish. To enhance the chances of securing coverage, we went the extra mile by sending freshly prepared breakfast rolls directly to newsrooms throughout Dublin on the day of the press release distribution.

Furthermore, we curated a targeted list of influencers who would receive a special gift of the 100% Irish roll, including The 2 Johnnies. Managing the entire process, we ensured the timely delivery of the product to the influencers’ homes, generating positive exposure and amplify the campaign’s impact.

Continental Tyres, a global leader in automotive safety and performance, partnered with Cullen Communications to identify and secure a high-impact sponsorship opportunity that aligned with their brand values. In 2019, we brokered and launched the Continental Tyres National Adventure Race Series, a gruelling multisport challenge featuring trail running, cycling and kayaking in stunning rugged locations across Ireland.

As the official agency managing the sponsorship, we took a hands-on approach from the outset. We coordinated a national launch event, managed media relations across both motoring and sports press, and created dynamic content to bring the action to life. Our team also handled social media management for the series, generating race updates, athlete profiles and real-time stories from the trail.

To maximise brand impact on the ground, we oversaw marketing activations at events across the country and supported Continental in recognising the top male and female champions at the season-end awards. Our efforts helped position Continental as a performance-first brand that celebrates endurance, resilience, and outdoor spirit.