Monopoly Goes "All Ireland"

Challenge

To create an exciting public relations programme for the launch of the first-ever All-Ireland Monopoly board game.

Strategy

To tap into the nostalgia for the game, as well as the natural rivalry between counties and to create a media attractive launch event.

Action

Politicians, councilors and key county stakeholders were also contacted to rally their county to vote for their place on the famous board game. In addition, the support of tourism agencies North and South were enlisted to provide the appropriate tourist spot and image to represent their county and to provide news stories.

The competition that ensued between Monopoly lovers across the country was fierce. Over 170,000 votes were cast in total, with Roscommon replacing Shrewsbury Road in Dublin in the premier position on the board. The second phase of the campaign was the launch, which was attended by Chief Whip and Minister of State at the Dept. of An Taoiseach, Tom Kitt TD and provided a further opportunity to promote the board through the media.

Results

With widespread national news and feature coverage as well as extensive regional press and radio both north and south of the border, the campaign delivered unprecedented exposure for the Monopoly brand in Ireland and in particular the new version of the game.