15 Years of Bank of Ireland Open Farm Weekend - a landmark for the event and for Parley!
Deirdre having fun on the farm
At Parley Communications, we’ve had the privilege of delivering a wide range of PR campaigns, but our work on this year’s Bank of Ireland Open Farm Weekend stands out as something truly special.
This was the largest event we have ever supported and we’re pleased to report, the success of the weekend itself was clear to see. Farms across the region welcomed strong crowds, who were treated to an unmistakable sense of energy and pride from the host farmers. But what made that success even more meaningful for us was the journey behind it, a process that began more than six months earlier.
From the outset, we set out with a clear plan: to place farmers and their stories at the heart of the campaign. Over those months, we worked closely with participating farms and media partners to bring those stories to life, building momentum and interest well ahead of the weekend itself. Each farm had something unique to offer, and our role was to help showcase that, highlighting not just what they produce, but the people, and the personalities behind it. When a project has so many moving parts – it is essential to have a clear focus, and this was ours.
But how to tell the stories of those farm heroes? We also wanted to do something different this year, to create content that would capture attention in a new and engaging way. This led to the development of a 360° video experience at Stonebridge Farm, giving audiences the opportunity to step inside farm life like never before. It was an exciting addition that allowed us to push creative boundaries while staying true to the authentic, on-the-ground storytelling that defines the Open Farm Weekend.
When the weekend finally arrived, all that preparation came to life. Across every location we visited, there was a powerful sense of community in action. Farms were supported not just by those who run them, but by extended family, neighbours and friends who turned out to help, guide visitors and create a welcoming atmosphere. It was a collective effort, and one that made a lasting impression on team Parley.
That spirit of generosity extended to us too. As we travelled from farm to farm capturing content, we were met with generosity at every turn. Whether it was a hot cup of coffee or a quick conversation between filming, there was always someone ready to make us feel part of the experience. Those moments spoke volumes about the people at the heart of the event.
What stood out most was the pride and passion of the farming community, not only in their own work, but in their willingness to support one another. There was a genuine sense of shared success, with neighbouring farms collaborating and encouraging each other to deliver the best possible experience for visitors. It’s a powerful reflection of a sector built on resilience and community spirit.
From a communications perspective, being part of an event so grounded in community is incredibly rewarding and is exactly what Parley is all about. The Bank of Ireland Open Farm Weekend is free and inclusive, opening up access and creating meaningful connections between farmers and the public. It demystifies the industry, invites conversation and fosters a deeper understanding of the vital role agriculture plays in Northern Ireland.
Looking back, what made this project so memorable wasn’t just its scale or its significance as a 15-year milestone, it was the people who make up the farming community in Northern Ireland. From months of careful planning and storytelling to a weekend filled with real connection and welcome, it brought to life everything we value in our work.
We’re proud to have played a part in telling those stories and helping make this year’s Bank of Ireland Open Farm Weekend such a success and even prouder to have experienced first-hand the community that makes it so special.