Dublin Airport to use Pinterest and Soundcloud to promote James Joyce’s Dubliners

31 Aug 2012

Dublin Airport Authority will from tomorrow make novel use of Twitter, Pinterest and SoundCloud to promote a new theatrical adaptation of James Joyce’s Dubliners collection of short stories in next month’s Dublin Theatre Festival.

The Dubliners @DublinAirport campaign will be promoted extensively via the airport’s various social media channels and will include 150 free copies of the book for passengers and a daily audio excerpt.

Every day during September, five free copies of Dubliners will be left at Dublin Airport  with a Post It style note encouraging passengers to “take  me, I’m free”. Each copy contains a bookmark celebrating DAA’s sponsorship of the world première of Dubliners by James Joyce, produced by The Corn Exchange and Dublin Theatre Festival at this year’s theatre festival, which runs from September 27 – October 14.

For a chance of winning further prizes such as theatre tickets to Dubliners, sets of Penguin English Library classics and The Loop airport shopping vouchers, passengers who find a free copy of Dubliners will be asked to tweet a picture of their book on its travels to Dublin Airport’s Twitter account.

Multi-social-media campaign

These images will be re-tweeted by Dublin Airport and published on its Pinterest site and other social media channels.

Dublin Airport will also tweet a link to a Dubliners Daily – a short excerpt from The Corn Exchange production read by cast members Stephen Jones and Ruth McGill, with music composed by Conor Linehan – every day during September. These clips will build over the month to form an audio archive of the show.

“We are thrilled to be a Presenting Partner of this year’s Dublin Theatre Festival, proudly supporting Dubliners by James Joyce and we wanted to find a way to bring some of that excitement to the airport,” said DAA Public Affairs Director, Paul O’Kane.

“We think Dubliners @DublinAirport is a fun way to engage with customers to promote The Corn Exchange and Dublin Theatre Festival’s production of Dubliners and also the wider Dublin Theatre Festival,” O’Kane said.

John Kennedy is a journalist who served as editor of Silicon Republic for 17 years