Case Study





Drama division launch campaign


Set up by Larry Bass in 1999 specialising in entertainment, factual entertainment, live event programming and now scripted drama, ShinAwiL is one of the largest and most successful independent production companies in Ireland with offices in Dublin and Belfast.

ShinAwiL made the move into original drama production three years ago. Its scripted division is led by experienced scripted producer and Screen Ireland executive Aaron Farrell and also boasts former commissioning editor of drama at RTE, Mary Callery as Head of International.

ShinAwiL has developed a strong slate of original scripted projects that have attracted varying levels of funding and is also in discussion with existing international drama productions with a view to providing local production services in Ireland.

The company enlisted Boom! PR to propose a communications plan to raise the profile of its scripted division and its individual projects in development with the global drama industry through a B2B PR campaign.

“It was vital for ShinAwiL to properly communicate our ambitious drama strategy and raise the profile of our scripted division within the global television industry. Boom! PR delivered on those objectives, significantly exceeding their coverage targets and we look forward to working with them again in the future.”

— Larry Bass, CEO ShinAwiL


  • Build the profile of ShinAwiL in the global scripted content industry
  • Raise awareness of ShinAwiL scripted productions
  • Raise profile of key executives through profiling in key trade and national business media


  • Relentlessly communicate ShinAwil’s Scripted Division, Heritage and Thought Leadership messaging to an international content industry audience as a means of differentiation in the marketplace. Communicate this through a solid calendar pipeline of news stories for trade media, features and panel slots
  • Position Larry Bass as an expert in the next generation scripted content industry, building his industry profile to create influential thought leadership feature and opinion pieces
  • Position ShinAwiL as Ireland’s leading scripted & unscripted producer
  • Focus on key micro and macro industry issues and trends – particularly in the scripted genre. Other areas to cover include: Irish scripted production renaissance, tax credit incentives, territory trends and market and summit previews and reviews
  • Maximise B2B PR opportunities with key international trade titles at industry events including SeriesMania and MipTV


  • Widespread and varied coverage, generating global industry awareness with 37 news and feature articles secured in global broadcast media as well as speaker slots at key industry seminars including Series Mania.

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