Brand firm bolts to success

An Irish design and brand communications company has played a key role in a high-profile Digicel campaign in the Caribbean featuring the fastest man in the world, Usian Bolt.

The ‘Be Extraordinary’ campaign was formulated by Huguenot, to reflect Digicel’s brand philosophy and was rolled out over the summer in several Caribbean markets.

Mairead Maher, CEO at Huguenot, said the campaign had fit with Digicel’s ambition in the Caribbean. “The line was used as part of a high-profile advertising campaign in the Caribbean featuring Usain Bolt in the run-up to the London Olympics.

“‘Be Extraordinary’ captured the essence of Digicel and what it is seeking to achieve in the Caribbean, and it logically evolved into a perfect fit for the company with the super-extraordinary Usain Bolt for the Olympics,” she said.

The campaign has struck a chord with Digicel’s core market and has been very successful in reaching the target demographic.

“It’s been great working with Digicel and we’re delighted that ‘Be Extraordinary’ is working so well for them,” said Ms Maher.

“As well as being the company’s proposition for much of its external communications in the Caribbean, ‘Be Extraordinary’ is also at the heart of the company’s internal mission statement.”

Huguenot, which celebrates 20 years in business this year, employs 20 people in Dublin, Cork and Limerick. Its client list includes the Dublin Airport Authority, UPC, Fexco, Activas, Kelkin, TopOil and Musgraves.


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