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Saturday 19 August 2017

Marketing's big guns gave party image to Lucinda

Lucinda Creighton pictured at the launch of the new Renua parrty in Trinity College. Picture; GERRY MOONEY. 13/3/15
Lucinda Creighton pictured at the launch of the new Renua parrty in Trinity College. Picture; GERRY MOONEY. 13/3/15

So we now have a new political party. Lucinda Creighton's Renua Ireland has been rolled out with help from some high-powered marketing.

The party name is the Irish for 'new era' and a play on the word renewal. At the launch in the Science Gallery in Dublin, the former Fine Gael junior minister said everyone was on tenterhooks anxious to see the new arrival.

Former Baileys and Tourism Ireland marketer Noel Toolan was hired by Creighton and her Reform Alliance colleagues.

Toolan has previous form in rebranding. When Drogheda was chosen by RTE as a regional town in crisis, Toolan was invited to create a rebrand for the 'Local Heroes - a Town Fights Back' TV show.

Renua Ireland's brand identity was created by Dynamo, led by Jamie Helly and Charlotte Barker. Dynamo's other clients include Avonmore, Brown Thomas, Barry's Tea, Dulux and Tayto.

Ogilvy planner Diane Tangney helped develop Renua's strategy.

Former FG activist Samantha Long handles PR and data analyst Jason Roe was behind the website.

Creighton said Renua will "govern in the sunshine". Echoing the Progressive Democrats, she said Irish people want a new brand of politics with ethics and accountability.

The party announced 16 policy programmes - none of which would excite too many floating voters.

Now that all the hoopla and media fever has died down, the real job of shaping a new political party offering solid policies and young candidates that talk sense starts.

Otherwise, Renua could be gone quicker than you can say PDs.

 

Michael Cullen is editor of marketing.ie; cullen@marketing.ie

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