Gypsum Industries sponsorship of Team Ireland WorldSkills

Challenge

Gypsum Industries became the main sponsor of the Irish WorldSkills Team to compete in the WorldSkills Final in Japan in 2007. The Challenge was to highlight Gypsum Industries' support for Irish apprentices within the Construction Industry.

Strategy

Walsh Public Relations devised a plan to use a series of preparation and training events leading up to the WorldSkills finals to generate coverage in the construction industry media.

Action

To develop press stories from each event that involved Gypsum Industries' staff who were high profiled GAA players and officials. The 6-month programme included promotion of the sponsorship launch event with the Japanese Ambassador; a training session in Croke Park; regional workshops; presentation of equipment and team announcement.

Results

The event was featured regularly in all construction trade media and generated considerable goodwill for Gypsum Industries among other WorldSkills partners, regional Institutes of Technology, Department of Education and Science and Construction Industry bodies. Gypsum Industries branding was achieved in national, regional and trade media.