Elevate PR

This month creative company, Folk VML VML released a report on the Family Fallacy, which covers how different realities are shaping Irish culture and modern family dynamics. The report highlights some interesting stats that marketers and brand owners should keep in mind when planning campaigns to make sure to reach a wide range of audiences. Some key take aways we learnt from the report are: -      Overrepresentation: The traditional family structure only accounts for 36% of Irish households, yet it is the most overrepresented group when it comes to advertising and marketing products and services. -      Know your audience: Only 38% of people in Ireland feel brands and companies are in touch with their family’s life and needs as they are today. -      ‘Family’ has been on a journey: Nearly 80% of people in Ireland agree that you don’t have to have kids to be a family. 78% of people say that family is no longer defined purely by blood or marriage. 61% of blended and divorced families believe brands in Ireland should help to normalise non-traditional family structures. 80% of same-sex families want brands to understand how their family works, while 1 in 4 families with children in Ireland is a one-parent family. Are all of these various families being catered for in marketing campaigns? -      Housing shifts: Brands need to adapt to meet the needs of co-living and multi-generational living. 68% of Ireland’s young adults are currently living at home and the average homebuyer is now 39. -      Motherhood and fatherhood:  73% of people in Ireland think that becoming a mother makes career progression harder and 68% of mothers in Ireland feel the portrayal of family structures in advertising and marketing is old school traditional and stereotypical. In other European countries, such as Sweden for instance, 90% take paternity leave. In Ireland, less than half of fathers entitled to paternity take this leave. 25% of respondents in the report also stated they do not want children, which leads to a new demographic, DINK ‘Double income no kids’. Are marketing and communications campaigns making content relevant for this market? The overall take away from the report is that consumers trust, prefer and support brands that understand their needs and where consumers can see themselves and their peer group truly represented in campaigns. 

Gen Z Insights and Behaviours We recently attended a webinar hosted by Meltwater all about Gen Z and what makes them tick. The data shows that this demographic uses up to eight different platforms, spending over three hours per day online. Instagram, What’s App and TikTok were the top three most used social media platforms with influencers playing a key role for this audience. Gen Z uses social media mostly to avoid FOMO but also to shop. Audience advertising profiling is most skewed to Gen Z on Snapchat, where 78% of total users are females aged 18 – 34. 81% use social media to research before they buy, and social media ads work and resonate with Gen Z. While they do love to shop, given the age of Gen Z, they have less disposable income as many are not fully in the workforce, but their future potential as consumers is significant. Free delivery, discounts, and easy returns are universal influencers that drive online purchases, especially for Gen Z. They like to treat themselves, but the treats are different to Millennial and Gen X treats. A great example of this is food delivery – think JustEat – as they see using these apps as a treat rather than going out to eat. While fashion is a big sector, so is beauty. However, Gen Z also shop beauty differently, especially fragrance. They don’t necessarily have a signature fragrance, they wear something that reflects how they feel – a good example of brands tapping into this is our client, Charlotte Tilbury’s recently launched fragrance collection of emotions! Even though sustainability is key for Gen Z, it doesn’t always reflect where and how they shop. Given the lack of disposable income, they look for different ways to be sustainable like leaning more to a meat free diet – 20% are already plant based with 25% more planning to go plant based. They contribute to a sustainable food industry by choosing to eat plant based. Gen Z is also big on community and collaboration (Reddit, Discord, etc.) and authenticity (Be Real).  Gaming and Anime are big entertainment channels for Gen Z, as well as Sound Cloud – even though it is smaller than Spotify, it resonates more with Gen Z as it offers a discovery journey and a community aspect. Gen Z mostly get news from social media rather than media apps. Medium and Quora are the main media outlets used, as again, they offer a community angle. When it comes to news, Gen Z looks at all the different angles and viewpoints and are very aware of the varying news agendas based on the different news sources. They are feeling the effects of the Cost-of-Living crisis and also the housing crisis here in Ireland, so they stay on top of political and financial news. Overall, the insights from this webinar showed that while Gen Z has a varied approach to brand discovery between old and new media, (TV is important to them too!), they are digital first, app first, and community first.  

This summer, MoLI the Museum of Literature Ireland, celebrated the launch of their new exhibition of the Dublin Writers Museum Collection.   From its first opening in 1991, the Dublin Writers Museum on Parnell Square amassed a collection of rare first editions, specially commissioned bronze busts and contemporary artwork, as well as personal items and intriguing mementos connected to the city’s writers from Jonathan Swift to Mary Lavin.   Highlights of the collection on display at the exhibition include Samuel Beckett’s telephone from his Paris apartment, Brendan Behan’s typewriter and union membership card, Mary Lavin’s childhood teddy bear, Frank O’Connor’s spectacles, Oliver St John Gogarty’s flying goggles and letters from Sean O’Casey, alongside rare editions of works by WB Yeats, Katharine Tynan, Edna O’Brien, and Bram Stoker.   Following the closure of the Dublin Writers Museum in 2020, the museum collection was transferred to MoLI to ensure its future safekeeping and availability for public display.   Paul Keeley, Director of Regional Development at Fáilte Ireland said: “MoLI is connected as much to the living artistic community of today as it is to the rich writing tradition of our past and is a fantastic home for the Dublin Writers Museum Collection. Placing the collection here will help bring the unique story of Ireland’s literary heritage to life in new and immersive ways for a broad range of visitors. It will also ensure that these important artefacts benefit from the cultural curation, management and maintenance expertise of the staff at MoLI and their partners in UCD and the National Library of Ireland.”   Director of MoLI, Simon O’Connor, said:   “The Dublin Writers Museum Collection is a fascinating and very unique survey of our city’s literary history through personal items, artwork, sculpture, books and correspondence.   “Here at MoLI we are very proud to be entrusted with this collection, and to make it accessible in perpetuity to Dubliners and visitors from across Ireland and beyond. These precious items are a wonderful addition to the rich literary history on display at MoLI.”   Making this superb collection newly accessible to the public and visitors to Ireland, ‘A City of Words’ opened in June, 2024, and will run at MoLI until Summer 2025, when beloved items from the Dublin Writers Museum collection and exhibition will remain on permanent display at the museum.   Visit www.moli.ie for more information      

We're delighted to be working with Movember, the Gaelic Players Association and the GAA to drive awareness towards the Movember Ahead of the Game initiative to help change the face of men's health.

2024 started off with a bang for Elevate with Showcase, Ireland’s International Creative Expo® at the RDS, taking place in January. After this first big event of the year, the rest of H1 2024 saw some great events, strong media coverage, and engaging social content for our clients. Getting active with Regatta Ltd - we brought media and influencers for a hike up Killiney Hill to launch Regatta’s new Samaris III hiking boots. Throwing it back to the 90s with Nokia - HMD, the maker of Nokia phones, relaunched the iconic Nokia 3210. This 90s nostalgic throwback was a firm favourite with the media. Working with International stylist, Tallulah Harlech - in April, Kildare Village brought over international stylist, Tallulah Harlech, to style its S/S fashion show. Tallulah brought a fresh London stylist’s eye to the catwalk. Testicular Cancer Awareness month with Movember - did you know 62% of men aren’t aware that testicular cancer is the most common amongst young men aged 15-40. We helped to spread the word to Know Thy Nuts by replicating the viral ‘Dude with a Sign’ as a photocall. Supporting Irish design with Made Local - Design & Crafts Council Ireland launched its summer Made Local campaign urging retailers to support Made Local during the busy tourist season. The fashion shoot featured talented Irish makers and made the cover of Daily Mail’s YOU magazine. Spritzing Magical Energy with Charlotte Tilbury Beauty - we spritzed Charlotte Tilbury’s six new signature fragrances at a unique six-course dinner at the Chocolate Factory, where each course was inspired by the different scents. Disco-ing at WorkEqual lunch - we celebrated our amazing team and supported the great work that Work Equal does at Sonya Lennon’s Work Equal Disco Brunch. Pampering at MINK with Perfectil – media and influencers were pampered with manis and pedis ahead of the June bank holiday at Mink by Vitabiotics Ltd’s leading wellness and beauty brand, Perfectil. Lounging with JYSK at Taste of Dublin - JYSK was the title sponsor of this year’s Taste of Dublin and our guests lounged under the sun on JYSK’s bestselling Garden furniture as they took in the food and drink at this year’s festival. Launching Explorium with Andrew Porter - Irish rugby player, Andrew Porter, was on hand to open Explorium Ireland’s National Sport and Science Centre this month, which offers almost 250 exhibits and immersive experiences for all to enjoy. If you are looking for a fresh and innovative approach to brand or product launch this year, get in touch to learn how we can collaborate together to craft your brand story to reach your tribe and help to bring you brand fame. Email emma@elevate.ie or claire@elevate.ie to set up a meeting. Follow our news on Instagram, LinkedIn and our blog. Image credit Leon Farrell

2024 started off with a bang for Elevate with Showcase, Ireland’s International Creative Expo® at the RDS, taking place in January. After this first big event of the year, the rest of H1 2024 saw some great events, strong media coverage, and engaging social content for our clients. Getting active with Regatta Ltd - we brought media and influencers for a hike up Killiney Hill to launch Regatta’s new Samaris III hiking boots. Throwing it back to the 90s with Nokia - HMD, the maker of Nokia phones, relaunched the iconic Nokia 3210. This 90s nostalgic throwback was a firm favourite with the media. Working with International stylist, Tallulah Harlech - in April, Kildare Village brought over international stylist, Tallulah Harlech, to style its S/S fashion show. Tallulah brought a fresh London stylist’s eye to the catwalk. Testicular Cancer Awareness month with Movember - did you know 62% of men aren’t aware that testicular cancer is the most common amongst young men aged 15-40. We helped to spread the word to Know Thy Nuts by replicating the viral ‘Dude with a Sign’ as a photocall. Supporting Irish design with Made Local - Design & Crafts Council Ireland launched its summer Made Local campaign urging retailers to support Made Local during the busy tourist season. The fashion shoot featured talented Irish makers and made the cover of Daily Mail’s YOU magazine. Spritzing Magical Energy with Charlotte Tilbury Beauty - we spritzed Charlotte Tilbury’s six new signature fragrances at a unique six-course dinner at the Chocolate Factory, where each course was inspired by the different scents. Disco-ing at WorkEqual lunch - we celebrated our amazing team and supported the great work that Work Equal does at Sonya Lennon’s Work Equal Disco Brunch. Pampering at MINK with Perfectil – media and influencers were pampered with manis and pedis ahead of the June bank holiday at Mink by Vitabiotics Ltd’s leading wellness and beauty brand, Perfectil. Lounging with JYSK at Taste of Dublin - JYSK was the title sponsor of this year’s Taste of Dublin and our guests lounged under the sun on JYSK’s bestselling Garden furniture as they took in the food and drink at this year’s festival. Launching Explorium with Andrew Porter - Irish rugby player, Andrew Porter, was on hand to open Explorium Ireland’s National Sport and Science Centre this month, which offers almost 250 exhibits and immersive experiences for all to enjoy. If you are looking for a fresh and innovative approach to brand or product launch this year, get in touch to learn how we can collaborate together to craft your brand story to reach your tribe and help to bring you brand fame. Email emma@elevate.ie or claire@elevate.ie to set up a meeting. Follow our news on Instagram, LinkedIn and our blog. Image credit Leon Farrell

How to Write a PR Brief A well written PR brief is a roadmap that helps set the stage for a successful PR campaign. As an agency, we love getting a good brief, so here are our top tips on what to include. Company Overview: Give an overview of the company, its vision, values, and mission. Include the company’s business objectives, key competitors, market positioning, and any unique selling points (USPs). Campaign Summary: Summarise the campaign, the call to action, and the timeline. PR Objectives: Set clear PR objectives and let the agency know what success looks like? Target Audience: Include details on demographics (age, gender, income etc.), psychographics (interests, values etc.), geographics (location, national, international etc.) and key stakeholders (customers, investors, media, influencers etc.) Considerations / Challenges: Tell the agency about any considerations or challenges that could arise, or any learnings from previous campaigns. Brand Assets: List the brand assets available, as well as other marketing that will support the campaign. Timeline: Outline the timeline of the pitch process and the timeline of the campaign. Budget and Resources: Give an indication of budget. Deliverables: PR agencies generally measure by volume, reach and PR value for traditional media and by engagement, reach and impressions for social media. If there are other KPIs that must be met such as sales, footfall, etc. include these too. Evaluation and Reporting: Include any specific evaluation and reporting guidelines. We would love to talk to you about any PR briefs you may be working on. Image credit @anttiviitala for our client @visit_trinity.

We recently worked with Irish rugby player, Andrew Porter’, Andrew Porter, to re-open Explorium, Ireland’s National Sport and Science Centre located in Sandyford, Dublin 18. Originally opened in 2019, Explorium is a world-class educational 110,000 sq ft facility offering almost 250 exhibits and immersive experiences, including a range of new and exciting exhibitions for all to enjoy this summer. The new attractions are perfect for sport and science fans and it really is an experience for everyone. Key attractions include: “COOL IT” - an interactive 6,000 sq ft experience that gives participants the chance to track their climate impact and explore potential solutions in a fun and engaging way. The incredible robot ‘Recycleops’, which was built locally from recycled parts. An F1 simulator which gives guests a chance to experience real speed and pit stops! ‘Unreal Gardens’ and ‘Star Walk’ immersive AR journeys, in partnership with Verse Augmented Reality, that transports visitors into a magical world of nature or on an exciting journey through the solar system in a 2,500 sq ft state of the art space, the first of its kind in Europe. Explorium also has a Sensory Room for families with children with additional needs to enjoy the benefits of a 1,500 sq ft sensory area to engage in developmental play in a calming environment.   Welcoming guests back with an impressive lineup of innovative exhibits and experiences that aim to educate, engage, and entertain all ages, Explorium Junior serves ages 2-7, while Explorium Science and Explorium Activities serve ages 8 to adult.   Explorium Science offers a purpose-built 110-seater cinema and auditorium plus almost 250 exhibits and immersive experiences, including its original G-Force bike, a Formula One simulator, Tesla Lightning Show, Gravity Room, Planetary Zone, and Sport Science area. Explorium Activities offers two amazing climbing walls, with Urban Climb for beginners and Conquer your Fears for more advanced climbers, plus incredible adventures in our Virtual Reality or Augmented Reality attractions.    During the summer, Explorium Science and Explorium Activities are open from Tuesday to Sunday, from 10:00am to 6:00pm, with late hours on Fridays until 8:00pm. Junior Explorium is open daily, from Monday to Sunday, from 9:30am to 5:30pm. Tickets can be bought from www.explorium.ie and pre-booking is recommended.

We recently attended the PRvoke Summit (https://lnkd.in/eSCSzJfz) in London and gained some practical and useful insights on a range of topics from women’s health to travel trends. We listened to a series of panel discussions on topics including Women’s Health covering everything from fertility to the menopause and from the gender pay and pensions’ gap to the scandalous lack of testing on women for medical trials and medical campaigns, not to mention gender bias in AI and the climate change conversation, with migration causing huge issues for women’s health. Jackie Cooper of Edelman led a discussion on similarities between Gen X and Gen Z, sharing some interesting insights: ·       55 to 72 year olds account for half of all global spending ·       The 100-year long life is a reality now ·       It is the first time ever that four generations have lived together on the planet ·       In the UK, over half of startups are started by people 58 plus Intrepid Travel talked about banning elephant rides and orphanage tourism as part of their journey to offering an ethical tourism brand, along with defining ethical tourism guidelines. Havas Red talked about PR trends and asked, ‘Will we ever float anything down the Thames again?’ in the age of cynicism. For Ketchum’s session on radical creativity, we were reminded how vital consumer insights are. We have to be obsessed with the customer to support our clients. The day concluded with a session on AI. The Internet brought the democratisation of information, social media brought the democratisation of commerce, what will AI bring? Image Credit: The Guardian

This month Shelflife Magazine put a spotlight on PR agencies in Ireland. We were delighted to be part of it and showcase our great clients and FMCG expertise. If you are interested in hearing more about us and or want to know what Elevate can do for your brands contact our Dept. MD Claire Feely on claire@elevate.ie, we’d love to talk. https://lnkd.in/egFqC-Nk