Brand communication and event coverage for the St. Patrick's Day Parade Madrid 2025
Category
Public Relations & Communication
Customer
St. Patrick's Festival Madrid
Contexto
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.
Reto
Falta de estructura de PR interna
Sin un gabinete de prensa propio, la redacción de notas de prensa, la coordinación con periodistas y el reporting se gestionaban de forma puntual y reactiva.
Voz diluida en los perfiles oficiales
Aunque controlaban las cuentas oficiales del desfile, carecían de recursos para explotarlas como un canal oficial. Las activaciones de Guinness y Turismo de Irlanda eclipsaban la comunicación bajo la marca del desfile.
Coordinación tripartita compleja
Guinness, Turismo de Irlanda y la Embajada gestionaban sus propios equipos de comunicación. Era fundamental orquestar calendarios y mensajes para evitar solapamientos, mensajes duplicados o incoherencias.
Impacto
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.
Committed to business growth