Irish Derby

The Dubai Duty Free Irish Derby

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The three-day Dubai Duty Free Irish Derby Festival is unrivalled in terms of its prestige and tradition and as the ultimate event of the summer season with the finest style, racing and entertainment. FleishmanHillard has a long history working with the Irish Derby from 1990 – 1998 when it was sponsored by Budweiser.

More recently FH was tasked with promoting the Irish Derby to a new generation of Irish-race goers with the objective of driving numbers to the racetrack on derby day.

FH worked with Irish fashion designers, milliners, fashion and lifestyle media along with international celebrities to create a robust media campaign over the last five years which highlighted the glamour and prestige of the derby but also making it accessible to all. We also worked with stake-holders including luxury jewellery brand Boodles, Ladurée, Brown Thomas, Jack & Jill Foundation and Dubai Duty Free to ensure consistency of messaging and ambassadors.