THE ROSE OF TRALEE

Client: THE ROSE OF TRALEE 
Project: MUSIC EVENTS AT THE DOME
AUDIENCE: 3,000 PER NIGHT

Background

With record numbers of tourists attracted to the town of Tralee each August for the Rose of Tralee festival, a tradition had grown whereby free concerts were staged in the town away from the main event in the dome. This had peaked in 1999 when James Brown had played to a crowd of 13,000. The music events in the 3000 capacity dome had suffered as a result and needed to be reinvigorated.

Methodology

In consultation with the stakeholders, CWB worked on a plan to reinvigorate the Dome events, emphasising production standards, reworking the messaging involved and ensuring the entertainment line up was appropriate to the client's needs.

Two event brands - Spin Summer Sounds & Twilight - were created, an array of international names were booked and an extensive marketing campaign across Ireland was embarked on.

Challenges

Trying to reignite peoples' attention for an event that had waned is always challenging, as was giving the music events their own separate identity in the shadow of the larger Rose of Tralee Festival.

Conclusions

We we were proud to be able to help establish a new template for late night music events at the dome, reigniting public interest and bringing a new dimension to the the life of Ireland’s biggest festival.