Irish American Events Limited
IAEL (Irish American Events Limited) is a collaboration of entities brought together to put on and promote the Aer Lingus College Football Classic, which is an annual American Football game hosted in Dublin, Ireland. UNANIMOUS has partnered with IAEL to promote and generate awareness for the 2022 Nebraska vs. Northwestern season opener college football game, which will be held at Aviva Stadium in Dublin, Ireland on August 27, 2022. Our goal was to drive travel and hospitality package sales and single-game ticket sales, ultimately painting Dublin red (and purple)!
Our first step was to complete a verbal identity (including tone and voice, key messages, and an event pitch), which would drive all communication efforts surrounding this event. Upon completion of the verbal identity, we put together a comprehensive, strategic marketing plan to create awareness and build excitement about the football game.
Additionally, our team was charged with positioning Ireland as a once-in-a-lifetime vacation destination and to promote this event as a premium game experience. The goal was to drive sales for travel and hospitality packages through Huskers2Ireland.com and Cats2Ireland.com.
The campaign kicked off predominantly through digital marketing efforts, specifically targeted social and google campaigns, along with more traditional marketing efforts, such as outdoor and radio, to ensure our message was consistently top of mind for our target audience.
We partnered with both Universities to do pre-game, during game, and post-game promotion during the 2021 football season. We also sought out partners that aligned with Husker football to capitalize on a distinguished fan and customer base. We partnered with Valentino's to do a social contest promotion, and they also promoted the game through their own social channels, email, website, and in-store promotion.
Sean Callahan, HuskerOnline publisher and sports analyst, served as our influencer promoting the game through his radio show and personal Twitter account. We sent him over to Dublin to get the authentic Ireland experience, so that he could share his experiences and recommendations with the Husker fanbase.