The Irish Examiner has launched ‘This is Cork’, a new multi-platform brand campaign, fronted by Cork comedian Kyla Cobbler. 

‘This is Cork’ stars the people, places and personalities that make Cork what it is today. From its streets and cafés to its sporting grounds, cultural scenes and everyday conversations, the Irish Examiner has always been a part of the evolving fabric of Cork. Now a thriving digital platform, it remains the genuine voice for its people and communities.

The 30-second hero film, directed by Jo Guthrie (JAK) and produced by Cork- founded Heritage, brings together real people, observations and unscripted moments. A real flavour of contemporary Cork: multicultural, energetic and shaped by people from many different backgrounds, alongside the traditions and personalities that have always defined it.

Fronting the campaign is Cork comedian Kyla Cobbler, who brings her unmistakable personality to it. Giving voice to Cork, she pays tribute to its unique perspectives with a wink – connecting the Irish Examiner’s heritage with the Cork of today.

Video: The Irish Examiner: This is Cork https://youtu.be/Xe7xoH6id0I

The campaign celebrates the Irish Examiner’s evolution into a digital platform. A place where readers can tap into everything happening across Cork, from breaking news and sport to entertainment, culture, fashion and style, anytime. The endline invites everyone in: “This is Cork. Tap into it.”

“Getting to immerse myself in the city, meet the people, and capture a little snapshot of what makes Cork what it is today was so rewarding. I came away with a new appreciation for the place and, if I’m honest, left a little piece of my heart behind. Collaborating with Heritage again was such a joy. There’s something really special about working with a team who care so much about the story, and to top it off with having Kyla Cobbler, an absolute local legend, bring her own edge to it made it all the more special” – Jo Guthrie aka JAK the director of the campaign. 

The campaign runs across film, out-of-home, radio, digital, press and social media.

“This is Cork. Tap into it’ captures what the Irish Examiner means to Cork: a place to connect with everything happening across the city and county, from news and sport to culture, and the issues that matter to local people. Nobody knows Cork better, and nobody tries harder to tell its stories with authenticity and perspective. All just a tap away on your phone.”

Lisa Coughlan, Group Head of Marketing Operations, The Irish Times Group

“Working with Heritage brought that unmistakable local character, while Kyla Cobbler represents the energy, diversity and personality of Cork today. Together, they reflect an Irish Examiner that is deeply rooted in Cork, and a digital platform that remains a genuine voice for its people”

Mary Riordan, Brand and Marketing Manager, Irish Examiner

“We really wanted to bring Cork to life as it is today: full of personality, opinion, humour and a new, diverse energy, while still celebrating the things that make it uniquely Cork. It comes to life in the film and the contemporary feel of the print campaign. And Kyla was the perfect voice to bring it all together.” Grainne Dwyer, Producer/Creative, Heritage

CREDITS

Youtube Link: https://youtu.be/Xe7xoH6id0I

Campaign: Irish Examiner: This is Cork.

Client: Irish Examiner
Group Head of Marketing Operations, The Irish Times Group: Lisa Coughlan

 Brand and Marketing Manager, Irish Examiner: Mary Riordan
Managing Director, Irish Examiner: Karen O’Donoghue
Group Editor, Irish Examiner & The Echo: John O’Mahony

Production Company: Heritage.ie
Director: Jo Guthrie (aka JAK)
Producers: Emily Power & Gráinne Dwyer
Copywriter & Creative: Gráinne Dwyer & Andrew McNulty
Line Producer: Avril O’Sullivan
Production Accountants: Eli Martinez Langton & Roisin Dwyer
Director of Photography: David Willis
Photography: David Willis
Additional Photography: Chani Anderson c/o Irish Examiner
Assistant Camera: Lorna Egan
Sound Operator: Robbie Elder
OOH Layouts & Finished Artwork: Aine O’Keeffe c/o Byron Creative
Video Editor & Online: Brendan Corcoran
Post-Production Managers: Emily Power & Zoe Brennan Whitmore
Voiceover Artist: Kyla Cobbler
Radio Production: Matthew Butler
Design Services: Jo Guthrie & Katerina Kerouli
Static Design & Development: Eddie Butt c/o Irish Examiner
Additional Stock: Sportsfile (Ray McManus & Associates Ltd.)
Brand Development: Graham Booth
Media Buy: Hopkins Communications