ieStyle Live
2020 Finalist

ieStyle Live

Irish Times Group

Cork, Ireland

Category Best Use of an Event to Build a News Brand

Overview of this campaign

Bringing the print product to life: The Irish Examiner has published a bi-annual fashion and lifestyle glossy magazine, ieStyle since 2016 entitled ‘ieStyle’. In 2019 a live fashion and lifestyle event, ‘ieStyle Live’ was introduced to develop and  

Revitalising the brand: The latest trends for Autumn/Winter were showcased in a fashion show curated by style editor and Irish Examiner columnist Annmarie O’Connor and presented by internationally renowned celebrity make-up artist Christine Lucignano and award winning Cork-based hair stylist Pam Morrissey from Sobe Brown, featuring looks from a selection of leading stores and boutiques and

Quality, trusted content engagement: Sonya Lennon in conversation with Louise O'Neill, best selling authour and Irish Examiner columnist is one of the strongest feminist voices in Ireland today, discussed the importance of female empowerment within the workplace and the concerns and social conditioning that women face daily during a powerful fire-side disccuion under the theme of ‘Celebrate, Share, Support’

Modern, progressive brand communications: A comprehensive, cross-platform marketing campaign was put in place to support the initiative which included press, radio, OOH, digital display, VOD, social and trade assets.

Engagement with local audiences: delivering an event that is high end, entertaininng quality and memorable

Revenue generating: the event has allowed us explore alternative revenue stereams through tickets sales. 

 


Results for this campaign

ieStyle Live was a significant campaign for the Irish Examiner during 2019 outperforming all campaign targets and objectives. Key top-line results include:

  • Ticket sales out performed targets, with the event selling out a number of weeks in advance and additional capacity added.

  • Significant new advertising revenues were achieved across press via ieStyle glossy magazine and digital platforms.

  • 25.7K pageviews of ieStyle magazine articles and ancillary content relating to the event, thsi significantly attributed to the Lifestyle traffic that week.

  • Irish Examiner Facebook posts reach: 115,641 50% above the average of post sof similar content 

  • Irish Examiner Instagram posts reach: 36,732, delivering maximum reach among our Instagram following

  • The public performance of tweets using the hashtag #iestylelive resulted in it being the second most used hashtag in Ireland during the event.

  • The event helped to raise much-needed funds and awareness for Enable Ireland, our charity partners, who provide services to over 8,500 children and adults with physical, sensory, and intellectual disabilities.

  • We have booked Cork City Hall to do the event agian in October, with some tables already sold before we go on sale.

Contact

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