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.

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 Explorer is the first model from Ford’s transition to an all-electric line up of passenger vehicles. The mid-size SUV is the flagship of that new strategy, and is sure to take on the mantle as the Blue Oval’s most popular model. Its launch here was a crucial first step in informing Irish motorists about the vehicle’s arrival on the market.

To assure secrecy, we arranged delivery of the vehicle to Dublin in a ‘covered in’ transporter to guarantee the vehicle would not be spotted until its official launch.

The launch venue we chose was the Digital Hub, apt for such a high-tech new model. The venue is also very practical in that it had sufficient parking and great public transport links for attendees. The elevated Ford Explorer on display at the entrance to the Digital Hub, together with the specially commissioned branded backdrop, created quite a stir in the area, with many members of the public coming up to the car to admire it and take pictures of it.

A strong mix of motoring and lifestyle journalists was invited. In addition, we also invited a number of online influencers who gave the launch an organic boost on social media. Each guest received a tailored Explorer-branded orienteering compass to encourage them to do their own ‘exploring’.

Working with the Ford product team, we devised a three-hour event with presentations to highlight the company’s vision for this unique vehicle. The resulting coverage from 23 news articles had a reach of 3.2 million, in addition to the 50+ social media posts highlighting the launch event.

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.

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.

Case Description

Official launch of the easytrip ‘easyWash’ service – providing fast and convenient cashless carwash services at select Maxol service stations

Background

Strategy

Execution

Final Result

Working with our client we identified the best timings, tools and tactics to reach their target audience and secure brand mentions.

First step was the launch of the new product range that we tied in with the back-to-school season. We devised a media and influencer drop focusing on healthy lunches sent to key targets to launch their new fruit snack pouch. The agency worked with the client team on healthy lunch ideas and we included this along with a healthy lunch and a drink from the new product range for recipients to try.

Tying in further with the school term, during the October mid-term we focused on media engagement with research-based activity. We partnered with RollerCoaster.ie to generate data and key findings on how active Irish families are.

Research findings revealed 86% of families were active with top 5 sporting activities revealed as walking; swimming; cycling; football and running while 35% of parents highlighting the importance of family bonding time for activities – all tying in with the Capri Sun ethos.