B2B2C
B2B2C
Marketing Department
Marketing Department
Public Relations & Communication
Public Relations & Communication
Brand communication and event coverage for the St. Patrick's Day Parade Madrid 2025
The Madrid St. Patrick's Day Parade 2025 celebrated its third edition by transforming Gran Vía into a tribute to Celtic culture, with over a thousand participants and the support of Guinness and Tourism Ireland.
+100
+100
Media
Media
+500K
+500K
Attendees
Attendees
+1,300%
+1,300%
Profile views
Profile views
Social networks
PR Agency
Cultural events
Content creation
Gestión de la comunidad
Copywriting
Event management
Graphic design
Street Marketing
Advertising
Social networks
PR Agency
Cultural events
Content creation
Gestión de la comunidad
Copywriting
Event management
Graphic design
Street Marketing
Advertising
Category
Public Relations & Communication
Customer
St. Patrick's Festival Madrid
01
Context
Context
Context
Bras Rodrigo is an Asturian bagpiper and producer who, after twelve years as Executive Coordinator for the St. Patrick's Day Parade in New York, brought the parade to Madrid in 2023 and to Lisbon in 2024. By 2025 he needed to raise the profile of the event, coordinate with parade sponsors like Guinness and Tourism Ireland, and consolidate his personal brand as a musical reference and international organizer.
Bras Rodrigo is an Asturian bagpiper and producer who, after twelve years as Executive Coordinator for the St. Patrick's Day Parade in New York, brought the parade to Madrid in 2023 and to Lisbon in 2024. By 2025 he needed to raise the profile of the event, coordinate with parade sponsors like Guinness and Tourism Ireland, and consolidate his personal brand as a musical reference and international organizer.
Needs and goals
Needs and goals
We tailor our services and strategy to the client's context
We tailor our services and strategy to the client's context
We tailor our services and strategy to the client's context
1.
Maximize coverage in traditional and digital media before, during, and after the parade.
1.
Maximize coverage in traditional and digital media before, during, and after the parade.
1.
Maximize coverage in traditional and digital media before, during, and after the parade.
2.
Synchronize communication, actions, and activations between Bras Rodrigo, Guinness, and Tourism Ireland to convey a coherent positioning.
2.
Synchronize communication, actions, and activations between Bras Rodrigo, Guinness, and Tourism Ireland to convey a coherent positioning.
2.
Synchronize communication, actions, and activations between Bras Rodrigo, Guinness, and Tourism Ireland to convey a coherent positioning.
3.
Boost the hype on social media with 360° content (preview, live coverage, and post-event).
3.
Boost the hype on social media with 360° content (preview, live coverage, and post-event).
3.
Boost the hype on social media with 360° content (preview, live coverage, and post-event).
4.
Enhance the positioning of Bras Rodrigo as an artist and director of the parade.
4.
Enhance the positioning of Bras Rodrigo as an artist and director of the parade.
4.
Enhance the positioning of Bras Rodrigo as an artist and director of the parade.
02
Challenge
Lack of internal PR structure
Without its own press office, the writing of press releases, coordination with journalists, and reporting were managed in an ad-hoc and reactive manner.
Voice diluted in official profiles
Although they controlled the official parade accounts, they lacked the resources to exploit them as an official channel. The activations of Guinness and Tourism Ireland overshadowed the communication under the parade brand.
Complex tripartite coordination
Guinness, Tourism Ireland, and the Embassy managed their own communication teams. It was essential to orchestrate schedules and messages to avoid overlaps, duplicate messages, or inconsistencies.
Lack of internal PR structure
Without its own press office, the writing of press releases, coordination with journalists, and reporting were managed in an ad-hoc and reactive manner.
Voice diluted in official profiles
Although they controlled the official parade accounts, they lacked the resources to exploit them as an official channel. The activations of Guinness and Tourism Ireland overshadowed the communication under the parade brand.
Complex tripartite coordination
Guinness, Tourism Ireland, and the Embassy managed their own communication teams. It was essential to orchestrate schedules and messages to avoid overlaps, duplicate messages, or inconsistencies.
03
Strategy and Implementation
30 days
to coordinate Bras Rodrigo, Guinness, and Tourism of Ireland, draft and distribute all press releases, and launch the communication campaign.
Custom Communication Plan
We created a clear schedule with everything that needed to be shared before, during, and after the parade. We drafted press releases, found the right journalists, and provided them with ready-to-publish information, ensuring each media outlet received personalized attention.
01
03
Strategy and Implementation
30 days
to coordinate Bras Rodrigo, Guinness, and Tourism of Ireland, draft and distribute all press releases, and launch the communication campaign.
Custom Communication Plan
We created a clear schedule with everything that needed to be shared before, during, and after the parade. We drafted press releases, found the right journalists, and provided them with ready-to-publish information, ensuring each media outlet received personalized attention.
01
03
Strategy and Implementation
30 days
to coordinate Bras Rodrigo, Guinness, and Tourism of Ireland, draft and distribute all press releases, and launch the communication campaign.
Custom Communication Plan
We created a clear schedule with everything that needed to be shared before, during, and after the parade. We drafted press releases, found the right journalists, and provided them with ready-to-publish information, ensuring each media outlet received personalized attention.
01
Some tools and platforms used ⚝
Some tools and platforms used ⚝
04
Impact
Impact
The integrated strategy made the St. Patrick's Day Parade a success.
We unified the narrative between Bras Rodrigo, Guinness, and Tourism Ireland, reinforcing the Brand authority of Bras without reducing the visibility of the sponsors. The result was notoriety and positioning: more than 100 media appearances, hundreds of thousands of attendees on the street, and a 50% organic growth in the official profiles, with most views coming from new audiences.
All of this consolidated Bras Rodrigo as an ambassador of Celtic culture in Southern Europe and laid the groundwork for future editions with even greater reach and projection.
The integrated strategy made the St. Patrick's Day Parade a success.
We unified the narrative between Bras Rodrigo, Guinness, and Tourism Ireland, reinforcing the Brand authority of Bras without reducing the visibility of the sponsors. The result was notoriety and positioning: more than 100 media appearances, hundreds of thousands of attendees on the street, and a 50% organic growth in the official profiles, with most views coming from new audiences.
All of this consolidated Bras Rodrigo as an ambassador of Celtic culture in Southern Europe and laid the groundwork for future editions with even greater reach and projection.
Results
Results
Committed to business growth
+100
Media
Appearances in over a hundred outlets: national television, print and digital press, and radio documented in the event's official clipping.
+100
Media
Appearances in over a hundred outlets: national television, print and digital press, and radio documented in the event's official clipping.
+100
Media
Appearances in over a hundred outlets: national television, print and digital press, and radio documented in the event's official clipping.
+500K
Attendees
The parade filled Gran Vía with hundreds of thousands of people and brought together more than 600 international bagpipers and 1,000 artists including bands, dancers, and sports groups.
+500K
Attendees
The parade filled Gran Vía with hundreds of thousands of people and brought together more than 600 international bagpipers and 1,000 artists including bands, dancers, and sports groups.
+500K
Attendees
The parade filled Gran Vía with hundreds of thousands of people and brought together more than 600 international bagpipers and 1,000 artists including bands, dancers, and sports groups.
+1,300%
Profile views
Between February and March, the official accounts grew by 50% in followers, 80% of the views came from non-followers (+1,895%), and the views of reels and posts increased by +1,312%.
+1,300%
Profile views
Between February and March, the official accounts grew by 50% in followers, 80% of the views came from non-followers (+1,895%), and the views of reels and posts increased by +1,312%.
+1,300%
Profile views
Between February and March, the official accounts grew by 50% in followers, 80% of the views came from non-followers (+1,895%), and the views of reels and posts increased by +1,312%.
Everything your project needs to grow ✺
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WEB DESIGN
UI Design
UX Design
SEO
WEB DEVELOPMENT
BRANDING
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