OOH Turns the Fleadh into a City-Wide Experience

Belfast’s first Fleadh Cheoil demonstrates how OOH can connect a major cultural event with audiences before, during and around the experience. Campaigns across roadside, transport, digital and city-centre formats helped build anticipation in both Northern Ireland and the Republic, while contextual activity from brands such as Centra and TG4 reached people once they were already immersed in the event.

The scale of the opportunity is significant: around 800,000 visitors were expected, while opening-day footfall around Belfast City Hall was 95% higher than the comparable Sunday last year. Research cited by PML Group also found that 66% of respondents pay more attention to advertising connected to an upcoming event, highlighting the power of relevant, timely OOH

What this means for us:  
OOH can do more than generate awareness around cultural moments — it can influence audiences throughout the journey, from building anticipation to directing travel and reaching consumers while they are at the event. For our planning, there is an opportunity to identify cultural and sporting moments where brands can use contextual OOH to become part of the experience, rather than simply advertise alongside it.

‍ ‍

Read more:  https://www.adworld.ie/2026/08/07/out-look-belfast-in-full-fleadh/

‍ ‍