The Irish Examiner has launched a new multi-platform brand campaign, “This is Cork”, fronted by Cork comedian Kyla Cobbler.
The campaign, which runs across film, out-of-home, radio, digital, press and social media, aims to showcase contemporary Cork while highlighting the Irish Examiner’s evolution as a digital news and content platform.
The 30-second hero film was directed by Jo Guthrie, also known as JAK, and produced by Cork-founded production company Heritage. It features people and locations around Cork, with Cobbler providing the voiceover.
The campaign carries the endline “This is Cork. Tap into it” and focuses on the Irish Examiner’s coverage of news, sport, entertainment, culture, fashion and other aspects of life in Cork.
“Working with Heritage brought that unmistakable local character, while Kyla Cobbler represents the energy, diversity and personality of Cork today,” said Mary Riordan, brand and marketing manager, Irish Examiner.
Gráinne Dwyer, producer/creative, Heritage, said the campaign set out to portray Cork as it is today while retaining the characteristics traditionally associated with the city.
“We really wanted to bring Cork to life as it is today: full of personality, opinion, humour and a new, diverse energy,” she said.
Credits
Client: Irish Examiner
Group Head of Marketing Operations, The Irish Times Group: Lisa Coughlan
Brand and Marketing Manager, Irish Examiner: Mary Riordan
Managing Director, Irish Examiner: Karen O’Donoghue
Group Editor, Irish Examiner & The Echo: John O’Mahony
Production Company: Heritage.ie
Director: Jo Guthrie (aka JAK)
Producers: Emily Power & Gráinne Dwyer
Copywriter & Creative: Gráinne Dwyer & Andrew McNulty
Line Producer: Avril O’Sullivan
Production Accountants: Eli Martinez Langton & Roisin Dwyer
Director of Photography: David Willis
Photography: David Willis
Additional Photography: Chani Anderson c/o Irish Examiner
Assistant Camera: Lorna Egan
Sound Operator: Robbie Elder
OOH Layouts & Finished Artwork: Aine O’Keeffe c/o Byron Creative
Video Editor & Online: Brendan Corcoran
Post-Production Managers: Emily Power & Zoe Brennan Whitmore
Voiceover Artist: Kyla Cobbler
Radio Production: Matthew Butler
Design Services: Jo Guthrie & Katerina Kerouli
Static Design & Development: Eddie Butt c/o Irish Examiner
Additional Stock: Sportsfile (Ray McManus & Associates Ltd.)
Brand Development: Graham Booth
