Irish Independent's Indo Daily Podcast is Back with Stories for Any Time of Day

Mediahuis Ireland and The Public House have continued their ‘have you heard the news?’ campaign for the Irish Independent’s Indo Daily Podcast. 

The podcast’s first campaign was aimed at making listeners out of the paper’s readers, with ads that doubled as scannable Spotify codes. Now that the Indo Daily Podcast has been named one of Apple’s top new podcasts of 2021, this follow up campaign focuses on promoting the ease of how it fits into people’s daily schedule. 

As an extension of the brand, The Indo Daily podcast is proof of the trusted and expert yet down-to-earth style of journalism which defines the news brand from its competitors and which Irish people love. Working across national radio, digital, out of home and press and social, the ads demonstrate the podcast’s ability to combine all the information you’d get from the newspaper, with the freedom to listen no matter where you are. The radio also brings to life how the easy to digest content slots into your commute to work, lunch break or weekend. 

Karl Graham, copywriter at The Public House, said: “The Indo Daily Podcast sells itself. It’s entertaining, informative, eye-opening and the best thing is it only takes 20 minutes to listen to. This is what we focussed on, that no matter where people are or what they’re doing – there’s always time for a story.” 

Arlene Regan, marketing manager Mediahuis Ireland, said: “The ‘Heard the news?’ campaign showcases the strength of the news brand and The Indo Daily’s ability to take you beyond the headlines of the stories people are talking about, in an audio format. It’s news like you’ve never heard before. Everything you need to know packed into 20 minutes – the perfect length for that morning walk, commute to work or keeping you entertained while doing the housework. The podcast is always accessible and informative, presented by some of the best journalists in the business (Kevin Doyle, Denise Calnan and Fionnán Sheahan & Siobhán Maguire). Each episode endeavours to move the story on, offer a human-interest angle and add value and depth for our audience.” 

Bobby Ring, client manager at Starcom, said: “For the Indo Daily Podcast campaign, we had to be really targeted from a media perspective, considering the changing media habits of consumers as we come out of COVID lockdowns. People are out and about much more, which means channels like radio, digital audio, and social are key. On top of this, the campaign is targeting Irish diaspora in countries like the USA, UK, and Australia – making this an extremely exciting campaign to be involved in.” 

The campaign for The Public House is another example of the agency’s anti-formula approach to building attention grabbing work that is in line with their philosophy that ‘boring doesn’t sell’. The independent creative shop work with a diverse portfolio of ambitious clients including FBD Insurance, EPIC: The Irish Emigration Museum, 48, Redbreast Irish Whiskey and Barnardos.