The Public House (TPH) has created a campaign to increase awareness of Paddy Power’s sponsorship of The Irish Gold Cup. The strategic approach for the campaign centres on making the Dublin Racing Festival more culturally relevant, engaging people outside of National Hunt. Rather than just announce the festival, the ads gets stuck into the Six Nations, which also kicks off on February 1 and take aim at the kale-loving, Dry January brigade.
The campaign includes out of home (OOH) activity, a Luas takeover, radio and press. Commenting on the work, Sarah Walsh, senior strategist, The Public House, said working on a campaign like this for Paddy Power is great because it’s never just about the sport, it’s about what’s going on culturally around the sport and creating some mischief.”
Paul Mallon, Paddy Power’s head of brand marketing in Ireland, said they are starting the decade with a renewed commitment to racing and the ads were a great way to start things off. “The guys at The Public House know how to dial up the creativity, Mallon added, “and we have the perfect jockey/horse relationship, though I’m not going to say who’s who.”
The campaign comes on the back of TPH’s appointment as agency of record for Paddy Power in Ireland, following a competitive pitch. Other clients include FBD, Independent News & Media (INM) and Epic The Irish Emigration Museum.