Pre-Pandemic, St. Patrick’s Day used to be a huge activation for the Brand Definition team on the Enterprise Ireland business. We’d start messaging work in October; would draft broadsheet op-eds over Thanksgiving; pitch regional media briefings immediately following CES and would lock down elite broadcast interviews in mid-March. St. Patrick’s Day and the preceding days would be a frenetic scramble between elite media outlets in NYC and DC, a series of regional media-ops in San Francisco, Seattle and Boston, video capture at events and specially-hosted webinars. The upshot was a synchronized multiplatform activation across paid, earned, owned and shared media scoring highly in audience and engagement! We would finish up the six-month cycle with vast content libraries to be syndicated over the months ahead, admittedly completely spent but immensely satisfied. The process ultimately became the Content Flywheel(TM) we’re successfully deploying for a host of clients today.
