WEALTH September 17, 2026 0 Comments

How Legacy Communications Secured a Game-Changing Culture Night Deal That Could Redefine Their Future—and Yours

Ever wonder what it takes to light up a nation’s cultural scene—not just for a night, but for years to come? Legacy Communications just snagged the Arts Council’s nod to helm the national Culture Night campaign for the next three years, and trust me, this isn’t your average run-of-the-mill gig. They’re diving headfirst into a full-spectrum, integrated blitz—advertising, content creation, paid social, social media management, and PR—all choreographed to amplify Ireland’s vibrant artistic pulse. With the campaign already in motion for this year’s big night on September 19, Legacy’s rallying creative forces across brand, content, and social to spark engagement from bustling cities to quiet rural towns. It’s a masterclass in modern storytelling, spinning fresh narratives from the Arts Council’s solid “One Night For All” platform while shaking up the usual channels with tailored social content across Meta, TikTok, LinkedIn, and beyond. Ambassadors like Paul Galvin and Máire Ní Churraoin aren’t just faces—they’re the heartbeat of this expansive cultural celebration that’s rubbing shoulders with TV, radio, earned media, and strategic partnerships nationwide. And speaking of strategy, Shireen McDonagh from Legacy highlights how merging specialist teams is exactly what breathes fresh life into the campaign’s messaging. So, what does it mean for Legacy to stretch beyond traditional PR and sponsorship into this integrated marketing stratosphere? Spoiler: It’s a game changer — for culture, for marketing, and for storytelling all at once. LEARN MORE

Legacy Communications has been appointed by the Arts Council to deliver the national Culture Night campaign for the next three years following a competitive tender process.

The agency has been tasked with an integrated campaign covering advertising, content creation, paid social, social media management and public relations.

The appointment has already seen Legacy bring together teams across brand, content, social and communications to deliver this year’s Culture Night campaign, which takes place on Friday, 19 September.

The campaign is being rolled out across television, radio, digital, social media, earned media and partnerships, with national and regional communications aimed at driving participation across Ireland.

Legacy has also developed new themes and expressions around the Arts Council’s existing One Night For All platform, creating additional opportunities to tell the Culture Night story across different channels and audiences.

The agency said its social content has been tailored to individual platforms, while maintaining a consistent campaign message. The approach has included campaigns across Meta, TikTok and LinkedIn, alongside content creation and national and regional PR.

The national campaign features ambassadors from across Irish cultural life, including former GAA footballer and fashion designer Paul Galvin, sean-nós singer and content creator Máire Ní Churraoin, night-time economy advocate and entrepreneur Andrea Horan, and literary ambassador Djamel White.

Shireen McDonagh, Head of Brand, Content & Social at Legacy Communications, said Culture Night demonstrated the benefits of bringing the agency’s specialist teams together.

“One Night For All gave us an established platform to build from, and our role has been to think strategically about how that idea comes to life in fresh and relevant ways across different audiences and channels,” she said.

Culture Night returns on Friday, 18 September with free events taking place in towns, cities and rural communities nationwide. ©INPHO/James Crombie

“That has meant developing new themes, content and ways into the story, with TV, radio, social, content and earned media each playing a distinct role.”

The appointment marks a further expansion of Legacy beyond its traditional PR and sponsorship work, with the agency increasingly delivering integrated campaigns across multiple channels.