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An award-winning creative team with a wealth of experience in brand strategy, advertising, video production and content creation. We develop ideas for brands looking to reach our vast audience online, in print, on air and through social campaigns.
We are STUDIO
Our brands
STUDIO is the creative arm of News Ireland and urbanmedia, two of Ireland’s leading media organisations. We publish The Sun, The Sun on Sunday, The Times and The Sunday Times Ireland. Our national network of radio stations includes Dublin’s FM104 and Q102, Cork’s 96FM & C103, Limerick’s Live95FM, Galway Bay FM, WLR in Waterford, LMFM across the Northeast and U105 in Belfast. We are both local and international. We are part of one of the world’s largest mass media and publishing company but we also have a local presence that speaks to local communities all across Ireland.
Fancy a chat about what we do? Drop us an email.
St James Quarter
Ballymaloe
Appleman's Cider
studio@newsireland.com
Road Saftey Authority
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Back
Dunnes Stores Simply Better Range is made up of products from the cream of Irish suppliers and we wanted to introduce these passionate people to a foodie audience planning their Christmas menus. STUDIO went on the road to visit ‘The Makers’ across Ireland, interviewing the artisans who supply Dunnes with these premium quality products, discovering their origin stories and what drives them to be the best. 19th November – The Foods of Athenry 26th November – Carleton Cakes 3rd December – The Burren Smokehouse 10th December – Wine and Neven Maguire (Christmas Dinner) 17th December – Cheese and Neven Maguire (Leftovers) This was a print and digital campaign with articles in the HOME section of The Sunday Times supported by Premium Native Article on The Sunday Times website. We also created a special ‘Cheese & Wine’ supplement with experts Kevin Sheridan and Martin Moran along with stories and seasonal recipes from Dunnes Stores Ambassador, Neven Maguire.
CLIENT Dunnes Stores CAMPAIGN Meet the makers TIMING Print and digital Nov - Dec 2023
Of land and labour
2.53
Average dwell time in mintues
5.4K
Average unique views per page
Betting company LiveScore wanted to make their brand synonymous with football and racing in Ireland. Combining urbanmedia’s listenership with The Irish Sun was the perfect place to reach a sports-obsessed audience who were looking for information and tips to give them the edge when placing their weekend bets or accumulators. In this exclusive partnership with talkSPORT, Live Score Bet became the exclusive betting partner of our flagship show, Premier League Live each Saturday. Online and in print - through The Irish Sun’s ever-popular sports section - we also could reach these punters as they were making their selections and reading pre-match previews in the GOALS supplement and form guides in racing staple, The Favourite By creating our 5 EDGE INSIGHTS, we gave readers and listeners key information on the big five tactical talking points before a match or race meeting, backed up with the statistics to help punters make an informed choice.
CLIENT LiveScore Bet CAMPAIGN Edge Insights TIMING Digital and print December 2023
Talking points or statistical edge
BACK
9.09
Dwell time for Cheltenham insights special
Following a surge in fatalities, the RSA were looking for an effective way to reach road users. Realising that the shock tactics of previous campaigns were losing some of their effectiveness, a new approach was needed. We humanised the language and shifted the focus from statistics to the people behind them. The “SAY IT” framework crested as an appeal to passengers that emphasised personal connections over numbers. "SAY IT" aimed to ignite change by imploring loved ones to call out risky driving behaviours from a well of concern. The goal was to change the mindset of Irish road users, advocating for safer driving habits by having the sometimes awkward conversations we tend to avoid. As far as results go — if we could even say we saved one life with this campaign, we would deem it a success. The message made its way into schools, government messaging and Out-of-Home visuals during key weekends and public holidays, showing the enduring effect of a simple message that needed to be said.
CLIENT Road Safety Authority CAMPAIGN Say it TIMING Radio & Print December 2023
If you see it, say it
38%
of adult population (998K) had the opportunity to hear the RSA SAY IT messaging at least once on FM Radio
3.6M
impressions across our digital display and audio
40+
our audience heard the message across the total campaign on FM Radio
Having established themselves in Ireland, Disney+ wanted to let people know that they were also a serious player when it came to impactful, grown up drama for adults as well as the family friendly fare it was famous for. To showcase the ever-expanding range of programming, we created The Suss with Disney+ — a bespoke 60 second on-air feature that brought new shows, series and movies to the attention of listeners across Dublin’s FM104 and Cork’s 96FM The partnership expanded in year two to Limerick’s Live95, keeping Disney+ front of mind for our listeners in the major urban centres who have a crowded group of streaming platforms available to them.
CLIENT Disney CAMPAIGN The Suss TIMING Radio and digital
In the know for what's on show
6,552
Buzz mentions across 3 stations
2,808
Suss mentions across 3 stations
With the 2023 Rugby World Cup approaching, DEFENDER (Worldwide partner for the RWC tournament) wanted to reach an ABC1 audience with a keen interest in sport. The ATL campaign invited people to EMBRACE THE IMPOSSIBLE and this chimed with an Irish audience, hoping their team would reach new heights in France. To build anticipation and reinforce this message in a local context, we created a series of 3 x Premium Native Articles with specially produced videos featuring well-known Irish rugby personalities reflecting on their careers and what Embracing the Impossible meant to them. Article & Video 1: Patrick ‘RALA’ O’Reilly, the former Kit Man (with 21 years service) Article & Video 2: Tania Rosser, former Rugby World Cup player and current Leinster Women’s Rugby Coach Article & Video 3: David Wallace, former Rugby World Cup player This fully-digital campaign included video, editorial and photography, all produced and published by the STUDIO team at News Ireland, who travelled across Dublin, Laois, Meath and Limerick to meet with these three fascinating people - all with their own unique take on the game. The project continues to deliver excellent results for DEFENDER.
CLIENT JLR Defender CAMPAIGN Embrace the impossible TIMING Video, digital and print Aug - Sept 2023
Inspiration on and off the field
218,000
views of content
4m 16sec
dwell time
1.37%
Facebook CTR
(Benchmark 2m 30sec)
3.47
6.3K
As well as promoting Ireland as a tourist destination internationally, Fáilte Ireland also has a remit to promote home grown attractions to a domestic audience. The Daycation Campaign encouraged people to visit local hotspots within an hour and a half’s drive from their front door – making them the perfect location for a day trip. Using the entire urbanmedia network of radio stations, we sent our presenters out on their own Daycations to give listeners a little inspiration for where to go. They recorded social videos of their excursions with the fun, family-friendly clips being promoted across the radio station’s social channels and inviting suggestions for other undiscovered gems. The Daycation campaign meant finding all the great things to do on your doorstep that you had always been meaning to get around to but just needed that little push.
CLIENT Failte Ireland CAMPAIGN Daycation TIMING Radio and digital 2023
Everyone needs a Daycation
1008
Live promotions on-air
98
Social posts
48
Videos produced
To launch the new Tarraco SUV, we tapped into SEAT’s Europe-wide campaign ‘WHY NOT NOW’, which challenged people to embrace new life experiences. On The Road, In The Air, And In Studio The Sunday Times recruited former Ireland rugby player Mike Ross - someone who’s never shirked from a challenge - to embrace some new challenges — whether that involved dangling above a lake on Ireland’s longest zip line over water, discovering his creative side in an urban screen printing workshop or sitting in on a trad session in a scenic village in West Cork. Zip lining Castlecomer Discovery Park, Co. Kilkenny Screen printing Blackwater Studio, Cork City Trad music Glengarriff, Co Cork On the Page and in print To complement the video series, we designed a special high-end 28-page lifestyle magazine featuring interviews with artist Shane O’Driscoll, singer Erika Cody and entrepreneur Kevin Treacy plus a sit-down interview with Mike Ross himself about his rugby career and his experiences since retirement.
CLIENT SEAT Ireland CAMPAIGN Why Not Now TIMING Video & Magazine 2019
There's no time like the present
552,989
(target = 400,000)
138.25%
Target % complete
553K
Views of content
138%
of target viewership
Dalata Hotel Group (owners of the Clayton and Maldron hotels) wanted to generate awareness of their Clayton and Maldron hotels in Ireland to a UK audience. STUDIO developed 9 Premium Native Articles (PNA) linked to location with a Clayton and/or Maldron hotel nearby. By targeting UK-based Sunday Times readers based on city population and the number of Dalata hotels in that region, we could show the ease of travelling between the two countries and prompt people to consider a Maldron or Clayton Hotel as the base for their Irish adventure. By reminding UK readers how close Ireland is, how easy it is to get to, how much fun it is and how much we have in common, we could make a great case for Ireland as the ideal holiday spot for a short break.
CLIENT Dalata Hotel Group CAMPAIGN Just a short trip away TIMING Digital 2022
A warm welcome awaits
3.10
1.2%
uplift in brand awareness and consideration
Through urbanmedia’s network of local radio stations, we brought Coors Light to various towns around Ireland with a series of live events celebrating ‘The Rockies’ - a fun awards show for those little victories in life that make you feel better — like blagging into a festival or simply finding that missing earring before the hoover (or the dog) gets it. No matter how big or small your victory was, you qualified for our own specially commissioned award of a ‘pint on a plinth' and a chance to be on the guestlist for a VIP party held in a local bar or club with a live comedy set from Owen Colgan or Joanne McNally, our Rockies awards ceremony and a DJ set to finish the night in style. The red carpet ‘event-in-a-box’ was activated across local stations (WLR FM, LIVE 95, Galway Bay FM, LM FM, Cork’s 96 FM & FM 104) and we toured the country, having a VIP event in five locations and rewarding Coors Light drinkers as we went along our merry way. The Rockies were a victory worth celebrating. Cheers.
CLIENT Heineken Ireland CAMPAIGN The Rockies TIMING On-air & digital 2019
Celebrating the little victories
6
Live listener- focused events across the country
St James Quarter – a new £1 billion development in Edinburgh’s East End sought to rival similar destinations in London, Paris or New York. The most exciting brands, shops and dining experiences all coalesced together here under one winding, burnished gold roof. To celebrate the opening of Phase One, we designed a 28-page lifestyle magazine with profiles of the brands and outlets coming to the Quarter, which we called ‘Destination Edinburgh’. It's Time The wide-ranging interviews included chats with award-winning chef (and Masterchef: The Professionals winner, 2016) Gary Maclean, Kate Spiers (Influencer and presenter of BBC’s Scottish Home of the Year), Shona McCarthy (Chief Executive at Edinburgh Festival Fringe Society) and Anna Freemantle-Zee (founder of Edinburgh’s International Fashion Festival). Published in The Sunday Times Scotland edition, this high-end glossy magazine encouraged people to see the St James Quarter for themselves.
CLIENT St James Quarter CAMPAIGN Destination Edinburgh, 28-page bespoke magazine TIMING Magazine publication: September 2021
Destination Edinburgh
The Ballymaloe produce a famous range of relishes and have branched into the convenience pasta sauce market, using the same high-quality ingredients. We wanted to highlight the naturally intense flavours by demonstrating how just one mouthful of Ballymaloe sauce is packed with only the best ingredients and divine tastes. They say the first taste is with the eyes so we created a series of video demonstrations for three easy-to-cook, home recipes that would use one of the Ballymaloe pasta sauces as the base for the meal and encourage trial by consumers. As well as the three recipes featuring creamy Italian Tomato, Mediterranean Vegetable and Bolognese sauce, we had two young tasters on hand to conduct a taste test to confirm that every bite is indeed worth savouring.
CLIENT Ballymaloe Foods CAMPAIGN Stir-in pasta sauces TIMING Digital 2019
Square meals in round pots
Appleman’s Cider launched with a high-end TVC but many cider drinkers are entrenched in their behaviour and getting people to switch from their habitual and long-established brand takes a bit of disruption. So, we led by example. We switched the entire Strawberry Alarm Clock brand for a week in June to launch The Apple Alarm Clock, sponsored by Appleman’s Cider. New Show, New Slot We wanted this new show to be “an alarm clock for your evenings” — changing the dynamic of the SAC from something you listened to when you woke up and went to work to something that signalled that your evening was just beginning. All in all, the switch was something the station and presenters really got behind and the week featured competitions, giveaways, Appleman’s jingles and songs and lots of listener interaction.
CLIENT Heineken Ireland CAMPAIGN Make the switch TIMING On-air June 2019
Apples and strawberries
#1
First ever show name and time- slot change on FM104
