Harnessing the Power of the Irish Language for Brand Building
In today’s globalised market, brands strive to stand out by creating unique and authentic connections with their audiences. Here at Bua, we believe one of the most powerful ways to achieve this is through the rich tapestry of the Irish language.
Modern examples of where audiences have emotionally connected with the Irish language include the global success of the Oscar nominated ‘An Cailín Ciúin’ short film – the first-ever film in Irish to receive such a nomination and Kneecap, the Belfast-born Irish language rap trio, whose story was recently captured in a film that won the Audience Award at the Sundance Film Festival.
Providing marketing and branding services through the Irish language is not just a nod to cultural heritage; it’s a strategic choice that Irish businesses and brands should leverage.
The Value of the Irish Language in Marketing
Recent research conducted by Amárach Consulting for the Irish language college Gaelchultúr underscores the growing significance of the Irish language in the commercial sector.
This study highlights that consumers respond positively to brands that use the Irish language, perceiving them as more authentic, trustworthy, and culturally resonant. The research indicates that marketing through the Irish language can enhance brand loyalty, drive engagement, and even command a premium for products and services.
Some of the Key Gaelchultúr Research findings:
41 per cent of those surveyed either agreed or strongly agreed that they are more likely to buy products or services from a company that uses the Irish language than from one that does not.
More than a quarter (26 per cent) said they would pay more for such products.
This aligns perfectly with our ‘fealsúnacht’ (philosophy) at Bua, where we see the Irish language as a vibrant asset that can differentiate brands in a crowded marketplace.
Bua Irish Language Projects: Showcasing the Power of Gaeilge
We've had the privilege of working on several high-profile projects that leverage the power of the Irish language. Here are some of our recent faves:
Connemara and the Islands Campaign for Galway County Council
Bua was commissioned by Galway County Council in December 2020 to provide support for a destination campaign for the Islands to support the tourism economy in the region for the 2021 domestic market.
Led by the Galway County Council Tourism Officer, Bua continued that industry consultation to create a domestic destination strategy with the primary objective of ensuring the domestic season supported industry requirements.
One of the key elements was a bilingual campaign to promote Ireland’s biggest Gaeltacht region. The Irish language was at the fore of the whole project.
By weaving the Irish language into the marketing strategy, we enabled the client to unlock the unique cultural essence of this breathtaking area, attracting tourists eager to experience Connemara's authentic beauty and heritage.
2. Marketing for the new Solas Visitor Centre, Mayo
We developed a comprehensive marketing strategy and social media content plan for the new Solas Visitor Centre in Belmullet, Co Mayo.
Our use of Irish in the campaign aimed to position the new centre as a focal point for visitors to the North Mayo Gaeltacht and an essential destination for both local and international visitors interested in Ireland's rich history and natural beauty.
3. Gaeilge & Fáilte Project for Fáilte Ireland
One of our most exciting recent projects was the Gaeilge & Fáilte project for Fáilte Ireland.
We collaborated with 19 Gaeltacht businesses to create compelling content and provide strategic advice on leveraging their Irish language visitor experiences.
This project not only promotes visitors to visit these Gaeltacht businesses but also empowers these businesses to enrich their Irish language offering, creating memorable and culturally immersive experiences.
Following on from the success of the high quality content delivered for this project; Fáilte Ireland commissioned Bua and Islander Visual to create a new video celebrating 10 years of the Wild Atlantic Way with the Irish language as the lead language for the accompanying script and the majority of the footage coming from Ireland’s stunning Gaeltacht coastal destinations.
Case study on the Gaeilge & Fáilte project coming soon!
4. New Destination Brand for Gaillimh/Galway
Galway City Council and Galway County Council, in partnership with Fáilte Ireland, commissioned Bua & Revert Design to develop a joint tourism destination brand to represent Galway, for the first time, as a unified destination.
The importance of the Irish language to Galway as a destination was demonstrated in creating a 'Gaeilge-first' approach to the brand with the 'Gaillimh-Galway' typography.
Why Bua believes in the increased brand value of using the Irish language
Incorporating the Irish language into marketing strategies is about more than just language – it’s about tapping into a deep well of cultural identity and pride. At Bua, we are passionate about the Irish language and its potential to transform brands when positioned the right way and authentically done well.
Aoife Porter is an Irish speaker, and with a BSc in Airgeadas, Ríomhaireacht & Fiontraíochta from the Fiontar faculty in DCU, has spent much of her considering how to include the Irish language and identity into marketing strategies. Use of the Irish language, done well, ensures that your brand resonates on a deeper level with audiences at home and abroad.
Bua is committed to showcasing the beauty and relevance of the Irish language in modern marketing, driving success for our clients while celebrating Ireland’s unique cultural heritage.
In conclusion, the Irish language is more than just a medium of communication; it is a powerful tool for branding and marketing. At Bua, we are proud to lead the way in harnessing this potential, delivering campaigns that are not only effective but also creatively and commercially beneficial.
Táimid ag súil go mór le tuilleadh eolas agus samplaí a roinnt libh amach anseo ó comhlachtaí agus brandaí a bhfuil ag eirí leo an Gaeilge a úsáid i gceart ina gcuid cumarsáid.