Twenty-five years after they first burst into the world from the pages of Roddy Doyle’s novel, The Commitments are now making their way to the West End. And, with a creative team that includes Jamie Lloyd as director, it’s sure to be a great night out!

To celebrate the international phenomenon’s arrival on stage, we were excited to develop and implement a book giveaway with the Irish Independent, for which we have had the novel re-covered with our artwork.

The Irish Independent is one of the country’s most-read publications with a quality readership of 521,000, many of whom are interested in culture, music and the arts. To properly target this audience, our specially designed book was given away through Ireland’s three biggest retailers, Dunnes Stores, Superquinn and booksellers Eason, ensuring impressive reach. In fact, our eye-catching point of sale and in-store activity meant that you couldn’t overlook the great giveaway!

Our activity was also supported via radio pre-promotion on a range of stations including BBC Radio One and Today FM, social media posts, a bespoke email shot and through a series of in-paper print adverts trailing the activity ahead of time.

Have a look below at more of the activity.