New energy at the Grand Canal

The Grand Canal Theatre in Dublin will be called the Bord Gáis Energy Theatre from this week, writes Siobhán Brett.

4th March, 2012
New energy at the Grand Canal
Nicky Doran, head of marketing, Bord Gáis Energy Theatre: 'It's a long name -- we know that -- but I think it'll work'. Photo: Tony O'Shea

From Wednesday, Dublin's Grand Canal Theatre will be renamed the Bord Gáis Energy Theatre. This marks the start of a six-and-a-half year sponsorship deal and a widespread media campaign to highlight the partnership.

But Wednesday marks more than just the beginning of a long sponsorship agreement between the energy provider and the theatre, as the company is embarking on a new promotional focus, according to head of marketing Nicky Doran.

"This campaign is...

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