Who Let the Dogs Out? | RNN Communications

For the very first time, Northern Ireland was selected to host the 2023 World Sheepdog Trials at Gill Hall Estate, Dromore welcoming 240 handlers and their dogs from 30 countries across the world.

RNN Communications was tasked to create a campaign that would elevate the profile of the Trials and to re-ignite interest in a more traditional method of sheep handling.

The Brief

To promote the Trials and position the event as one of the largest in Northern Ireland in 2023
Drive interest and encourage visitors – target of 15,000
Launch and promote the relatively unknown venue of Gill Hall Estate
Elevate interest in the lost art of sheepdog handling with the Northern Irish public

The Solution

RNN Communications delivered:

A national launch at Gill Hall with Irish competitors and key stakeholders, highlighting the status of the event
X11 regional press releases were drafted to highlight local competitors and issued to 40 regional titles and radio stations
Strong angles identified with competitors eg: grandfather and grandson duo, female competitor – and pitched out for broadcast and feature interviews
PPC campaign to drive ticket sales two weeks prior to the event
One week out, a Royal visit became a possibility. RNN worked with the Northern Ireland Office on plans for the visit, including protocols with regards to media
RNN Communications engaged with leading Northern Irish influencer, All That’s Pretty, to visit the event

The Outcome

25,000 visitors attended
Total campaign reach of over 45 million across Ireland and UK media
Seven television features including the One Show, ITV Breakfast and evening news, BBC Northern Ireland Newsline and UTV Life
15 media teams hosted including Good Morning Ulster who broadcast live from the event each day, Cool FM and Downtown Radio
210 pieces of press coverage achieved
100% inclusion of Gill Hall Estate in media coverage
PPC campaign reached 879K with 4,000 website clicks and 15% increase in traffic to the site