Dublin Irish Festival Marketing and Communications Plan

Proposals from qualified firms to serve as the lead marketing and communications agency for the 2027 Dublin Irish Festival.
- Develop a comprehensive, integrated marketing and communications plan for the Festival and its 40th anniversary and, upon City approval, coordinate and execute designated components of that plan in partnership with City staff and other Festival marketing partners.
- The plan should include:
• Overarching marketing and communications strategy for the 40th anniversary year.
• Target audiences and priority geographic markets.
• 40th anniversary campaign theme/tagline and anniversary creative direction, including an anniversary mark or graphic treatment. The primary Dublin Irish Festival logo will not be redesigned or replaced.
• Campaign creative strategy and recommendations for promotional assets.
• Paid media strategy and recommended media mix, budget and timing.
• Local and regional earned media strategy. Local media relations will be executed by the City; regional media relations should be assigned to the selected firm as part of Phase 2.
• Influencer, sponsored-content and partnership recommendations, as appropriate.
• Recommended marketing channels and tactics, including paid social. Organic social media strategy, content creation, community management and publishing are not part of the selected firm’s scope.
• Integrated implementation calendar.
• Performance measures and methods for evaluating the effectiveness of individual tactics and the overall campaign.
• Detailed campaign budget that distinguishes professional/service fees, paid media expenditures, influencer or sponsored-content costs and other anticipated out-of-pocket expenses.
• Clear roles and responsibilities for the selected firm, the City and other Festival marketing partners