The Brief
Dublin City Council tasked us with creating a standout PR campaign for the launch of “The Portal,” a cutting-edge technology art sculpture connecting Dublin and New York City. Our objectives were clear:
- Maximise visibility of the Portal installation.
- Drive visitor engagement and interaction.
- Showcase the innovation and excitement of the project.
- Highlight the unique connection between Dublin and New York.
Our Solution
To ensure high visibility and excitement, we created a visually striking campaign that resonated across media and social platforms. Collaborating closely with a New York PR agency, we synchronised the launch in both cities, ensuring simultaneous activations. In Dublin, we enlisted a local dance troupe ‘The Liberties Majorettes’ to bring a vibrant, local yet international element to the event.
A key part of the launch involved sharing heartwarming case studies of families who reconnected through the Portal, creating a powerful emotional narrative that highlighted the installation’s unique ability to bridge two cities. This personal touch further fuelled media interest and audience engagement.
We secured extensive media coverage, strategically tied into relevant stories to amplify the message, and used compelling connection-based messaging to drive footfall to the Portal.
Results
The launch impact was phenomenal. We secured 155+ pieces of Irish media coverage across print, online, and broadcast, reaching 19.5 million people in Ireland and generating over 1 billion social impressions. Dublin City Council was a major focus, mentioned 90 times, only behind “Dublin” and “New York.
Dublin City Council was the third most mentioned term within coverage, mentioned 90 times in coverage, only topped by the terms “Dublin” and “New York”, meaning we have kept ourselves at the forefront of conversations.
Most importantly, the buzz around the Portal continues to draw high footfall to the area, solidifying it as one of Dublin’s top attractions. The campaign not only achieved widespread international coverage but also ensured lasting engagement well beyond the launch.