Despite the new Government restrictions aimed at preventing the spread of Covid-19, Legacy Communications has launched a creative public awareness campaign on behalf of a working group comprising Dublin Town, Dublin City Council, An Garda Síochána and the National Transport Authority using the slogan ‘Easing like a Sunday Morning’.
The ads urge Dubliners to ease their way back into the capital as it began to re-open and help Dubliners understand what to expect from the city. Legacy Communications was asked to create a campaign that would strike the right balance of encouraging people to return in a safe and controlled manner while driving anticipation for businesses re-opening.
Legacy worked with PML Group on a geo-targeted out of home (OOH) campaign which strategically mapped the various creative executions over 100 key digi-screens and bus shelters throughout the city centre. The agency developed a retailer toolkit, creating and installing citywide branding such as queue decals, posters and signage for local businesses.
The creative was tailored to radio with ads across Spin 1038, 98FM and FM104.
Actor Colm Meaney was hired to voice the social media message on a video shot by The Tenth Man. Legacy recently made some new hires, including digital strategist Gus Ryan, ex-Wolfgang Digital and PR account director Mary McGuire, along with head of brand communications Niamh Hopkins, who joined from Teneo in March.
Pictured alongside the Dublin city poster are Legacy’s Claire O’Grady and Bernard Brogan
In addition to the creative, Legacy managed a full 360 campaign which included out-of-home, radio advertising, public relations, and social media content.
Watch the video on https://twitter.com/DubCityCouncil/status/1269662751435239426
Agency Campaign Team
- Client: DublinTown, Dublin City Council, An Garda Síochána and the National Transport Authority
- Creative: Claire O’Grady – Legacy Communications, Gayle Briody – Freelance Graphic Design
- Communications & Digital: Niamh Hopkins, Anthony O’Brien, Ali Rothwell – Legacy Communications
- Project Management: Bernard Brogan, Emily Crawley – Legacy Communications
- Outdoor Advertising: PML Group
- Branding: Custodian
- Videography: The Tenth Man
