Case study · Healthy ageing · Ireland · Five years
Care at home, heard in every county.
For five years Bannerton built a national voice for Bluebird Care, one of Ireland's largest home care providers, through carer stories, recruitment news and community partnerships. The work put a network of 26 locally owned offices in front of families in their own county and in the national press.
years building Bluebird Care's national and local voice
pieces of coverage from the autumn 2025 roadshow, from Wexford to Letterkenny
The challenge
A local name, a national story
Bluebird Care was trusted locally but had no single national story. Families needed to see care at home as a confident choice for mature and older adults who want to keep living independently, and the business needed people to see caring as a career worth choosing. Every message had to work in the county paper as well as the Sunday business pages.
What we did
People first, then the brand
We started in February 2022 with a plan built around real carers, real clients and the nurse led model behind the service. Over the years that followed we placed carer stories in regional media, announced senior appointments and took a national drive for 1,500 new roles to market in 2026. We partnered Bluebird Care with Autism Assistance Dogs Ireland to fund the training of a service dog called Blue. When Conor O'Dea, a Limerick cyclist told after a spinal injury that he would never ride again, set out on the Tour de Munster with his Bluebird Care team beside him, we made sure the country heard about it. That autumn we put an immersive dementia and autism experience bus on the road, and local radio followed it from Limerick to Letterkenny.
Lead with the people, and the brand follows.
The results
National reach, local roots.
Jun 2025
The Autism Assistance Dogs Ireland partnership ran in the Cork Independent, Dublin Gazette, The Echo, Sligo Weekender, evoke.ie and MSN.
Jul 2025
The Irish Examiner ran the Tour de Munster story as The wheel deal, with irishmirror.ie and RSVP following.
Aug 2025
The Irish Daily Mail gave the story page 5, naming the Bluebird Care Limerick care team.
Oct 2025
The roadshow reached Limerick, Kildare and Wexford, with the Leinster Leader covering the immersive dementia experience in Kildare.
Nov 2025
The roadshow closed in Letterkenny and Cork with 19 pieces of coverage, led by regional radio from Red FM to Highland Radio.
She has an incredible ability to craft compelling stories, manage complex projects, and deliver results under tight deadlines. Gary Hennessy, Director of Operations, Bluebird Care Kildare, Laois and Offaly
In pictures
Where Bluebird Care was read
