Bank of Ireland's Sponsorship tops the polls as the 2006 GAA Football Championship Research Results are announced

- 'Extraordinary' Campaign reaps the right result

Not only have Kerry won a record 34th All-Ireland title in the 2006 Bank of Ireland Football Championship, but research just released shows that this year's €1.6million 'Extraordinary' promotional campaign has delivered a great result off the pitch. The research, carried out in September by Millward Brown IMS, reveals that Bank of Ireland is now, for the first time, the brand with the highest spontaneous association with the GAA.

This is the 13th year of Bank of Ireland's sponsorship of what is undoubtedly the biggest and most popular event in the GAA calendar. Bank of Ireland has also channeled over €1.1million directly back through GAA county boards during 2006.

There was double success for Bank of Ireland when it was announced that the 'Extraordinary' campaign's Ice Bath advertisement was to receive a Shark Award. The Shark Awards are one of the premier annual advertising festivals that celebrate the best work in broadcast advertising from Ireland and around the world.

The 'Ice Bath' ad is one of two new 40 second ads developed with media agency Irish International for this year's campaign and reflects the extraordinary passion and dedication that both players and fans bring to the game.

Other research findings included:

The 'Extraordinary' campaign also included an innovative competition concept that was run on local radio stations through August. To capture the imagination of GAA fans nationwide listeners were invited to describe their "Extraordinary Days" in the history of GAA. After an astounding response, Cathal Donohue from Glenties, Co. Donegal was announced as the person with the most Extraordinary GAA day and won a grand prize of €10,000 - and a couple of tickets, of course, for the big day!

The Bank of Ireland 'Extraordinary' TV ads and Outdoor can be viewed on our new Football Championship website at www.bankofireland.ie

ENDS

Kathryn Gallagher
Sponsorships
Bank of Ireland
Retail Marketing & Strategy
A2 Lower Baggot Street,
Dublin 2.
Tel:(01) 6043618
Fax:(01) 6043166