Legacy Communications has been appointed by the Arts Council to deliver the annual national Culture Night campaign following a competitive tender process.
The three-year brief covers advertising, content creation, paid social, social media management and public relations, and has already seen the agency deliver the integrated campaign for Culture Night 2026.
Legacy has brought together its brand, content, social and communications teams for the account, with activity spanning television and radio advertising, organic and paid social across Meta, TikTok and LinkedIn, content production and national and regional PR.
The appointment marks a further expansion of Legacy’s offering beyond its traditional PR and sponsorship work into wider integrated and through-the-line campaigns.
For this year’s Culture Night, the agency has built on the established “One Night for All” platform, developing new themes, creative expressions and content designed for different channels and audiences.
The campaign has been adapted across television, radio, social, digital content and earned media, while retaining the central “One Night for All” idea.
Legacy said particular emphasis has been placed on developing social content that feels native to individual platforms, with different formats and storytelling approaches used to increase audience engagement while maintaining a consistent Culture Night identity.
The campaign also features a number of ambassadors from Irish cultural life, including former GAA footballer and fashion designer Paul Galvin, sean-nós singer and content creator Máire Ní Churraoin, entrepreneur and night-time economy advocate Andrea Horan, and literary ambassador Djamel White.
According to Shireen McDonagh, head of brand, content & social, Legacy Communications, the campaign demonstrated the value of bringing different agency disciplines together around a single platform.
“Culture Night demonstrates the value of bringing our specialists together around one central idea,” she said.
“One Night For All gave us an established platform to build from, and our role has been to think strategically about how that idea comes to life in fresh and relevant ways across different audiences and channels.
“That has meant developing new themes, content and ways into the story, with TV, radio, social, content and earned media each playing a distinct role. It reflects the breadth of capability across Legacy over the last number of years, bringing brand, content, social and communications together around one central campaign.”
