Hooray, Lorg Media has been shortlisted in two categories as part of the prestigious Spider Awards! 

Celebrating the best of digital media in Ireland, the Spider Awards provide a benchmark for digital excellence and we are honoured to be named once again alongside experts in the Irish marketing landscape. 

This year, Lorg Media is in the running for “Best in Storytelling” for Fleadh Cheoil 2024 with TG4 and the “Cultural Driver Award” for Culture Night 2024 with The Arts Council. From Fleadh Cheoil, the annual Irish arts festival and competition, to Culture Night, a countrywide celebration of Ireland’s rich culture, we are proud to promote the culture of Ireland and its stories therein. Are you curious to know how a campaign can thrive in the hands of Lorg Media? Keep reading to find out!

Scéal na Fléidhe

Lorg Media’s use of storytelling on TG4’s social channels at Fleadh 24 showcased the Fleadh as an inclusive and diverse celebration of Irish culture and heritage. We highlighted performers from home and abroad, sharing stories and memories of the Fleadh from newcomers to long-time attendees. We followed the journey of one contestant in the storytelling competition, from practicing his performance on the streets to his appearance on the live show celebrating victory. Our objective was to present a Fleadh for everyone, capturing both local and global perspectives from all ages. The stories captured created a sense of belonging and connection, allowing us to captivate audiences worldwide.

A Fleadh For Everyone

Our storytelling incorporated global voices from a wide demographic, sharing their experiences with Irish music and dance. 

We created video content with Comhaltas branches from Singapore, Finland and Brazil, the Te Waka Aumihi choir from New Zealand and a group of musicians and dancers from Japan, highlighting the international aspect of the Fleadh, and catering to a global audience.

Our Fleadh content spanned generations of Fleadh attendees, both those attending and watching from abroad. We gathered their stories and memories from over the years, appealing to audiences of all ages.

The Results

The hashtag #Fleadh24 was used across the globe. European countries such as France and Spain couldn’t get enough of #Fleadh24. Meanwhile, social media users as far away as Africa and Australia joined the conversation.

Our campaign contributed to the highest ever viewership of #Fleadh24 on TG4 on Thursday, 8 August 2024, demonstrating the power of strategic storytelling content in audience engagement and global reach.

Oíche Chultúir

For Culture Night 2024, the Arts Council asked the question, “How will you Culture Night?” and so, Lorg Media was tasked with developing a marketing strategy that leaned into that messaging. Together, we presented Culture Night as an inclusive “One Night For All”’, with something in it for everyone. 

Our strategy included the creation and distribution of engaging content across all platforms, supported by bespoke Tiktok content to engage younger audiences, consistent messaging, and online engagement. 

Working with five paid Culture Night ambassadors and numerous stakeholders, we created content that educated audiences on the diversity and scale of events taking place, and how to get involved. 

One Night For All

On Culture Night, community engagement was key, with over 1,700 events happening nationwide. We shared content from event organisers and Culture Night ambassadors, for a geographical spread showcasing the diversity and scale of events. 

The cultural vibrancy of Ireland came alive on Oíche Chultúir, 20 September, as people all over Ireland shared photos and videos of their night.

The Results

We continued engagement after the big night in question, using Culture Night as a verb to ask “How did you Culture Night?” 

On 21 September, #CultureNight became Ireland’s top trending hashtag on X while followers across all platforms increased by 140% throughout the course of the campaign. 2024 saw our biggest ever campaign for Culture Night and we are delighted by the acknowledgement of its cultural impact.

The Awards Ceremony

We’re counting down the days until 21 March when team Lorg will travel to Dublin’s Mansion House for the Spider Awards! Be sure to follow Lorg Media on social media to stay up to date with us on the night. Fingers crossed, we’ll bring home the gold!