AIB GAA #TheToughest

The Challenge

WH has worked with AIB on their GAA sponsorships for a number of years. In 2013, WH helped AIB rebrand the GAA Club Championship competition as #TheToughest.

AIB needed to give new life to the competition and put it on a par with the Senior Championships.

A key objective of the sponsorship was to extend the reach beyond the participating clubs to broader GAA and sports fans, and raise the status of the competition.


WH took an integrated approach and worked across both traditional PR and social media to tell the stories of those involved in #TheToughest. Through #TheToughest campaign we wanted to demonstrate not just how tough the championships are to win, but also how tough they are to be involved in.  Whether it’s a weekly commute from London to Cratloe to stay playing with the club you grew up with, training and playing games in the harsh winter conditions or juggling work and family with training commitments, club players’ dedication knows no bounds.

Since 2013, WH has brought #TheToughest to life in a number of different ways. From John Miskella, a Ballincollig player who had played for his club for over 19 years knowing only the pain of defeat before finally winning the county championship, to #TheToughest journey made for the All Island encounter of the Aran Islands and Achill Island, we brought stories to life through traditional print, broadcast and online PR and social that moved the PR coverage away from traditional match preview and reviews and into deeper more engaging territories.


WH played a crucial role in driving campaign success for #TheToughest and the AIB GAA Club Championships through both traditional media and online through the AIB GAA social channels and new media.

By focusing on emotive storytelling and delving into what makes the Club Championships #TheToughest we delivered a real connection and engagement for the campaign and changed the way the championship was viewed, and covered by the media and fans.

For all PR and digital creative, we selected stories, pushed the boundaries on GAA photography and delivered video content that was always aligned to #TheToughest idea.

#TheToughest has been one of Ireland’s most awarded campaigns in 2015 with wins at the AIMs, the Social Media Awards and the Sponsorship Awards.

#TheToughest is now synonymous with the AIB GAA Club Championships and has become a part of the vocabulary of GAA fans across Ireland and beyond.

Keep up with #TheToughest by following @AIB_GAA