Imelda May - New Face of the Credit Unions

Media Release: 10 May 2012



It’s about the members and always will be


Introducing a lady who has it all – cool, classy with her own distinctive look, a lady who is refreshingly upbeat but still stays true to her roots! The ILCU is delighted to announce Imelda May as the face of the credit unions in 2012. 

The new credit union integrated national advertising campaign will commence in mid May and will introduce the credit union’s newest face to the public, initially through TV and radio.

Imelda’s family has long been involved with credit unions as members and as volunteers in Meath Street Credit Union, Dublin and Imelda’s Dad Tony, a former credit union volunteer, also features in one the 30 second TV adverts.

Imelda has earned success the hard way - she’s living, dancing, singing proof for us all that hard work has its rewards. From teenagers to grannies she’s popular bar none to those who hear her music or meet her. This is what makes her different, what makes her stand out from the crowd and this difference is what the credit union holds close to its heart.

The concept of the new campaign focuses on the credit union’s core values – its people! At each credit union around Ireland it is the member that comes first and the credit union celebrates and acknowledges that fact. Notably, as Ireland’s credit unions undergo a period of significant change, the campaign marks and paves the way to the beginning of that process.

Imelda will feature in;

  • Two new 30 second TV commercials, promoting the credit union and savings & loans (RoI & NI versions)
  • Three new radio adverts, promoting the credit union, savings and loans (RoI & NI versions)
  • New A2 posters
  • New press and online adverts


Talking about her involvement in the campaign, Imelda May said: “I’ve been a life-long member of the credit union, so I was delighted to be asked to front their campaign”

Speaking about the launch of the new advertising campaign, Mandy Johnston, ILCU Head of Communications said: “This innovative and integrated campaign has been designed to highlight the benefits of credit union membership by focusing primarily on the uniqueness of the credit union brand. The core values and differences of the credit union movement – members, commitment to co-operation and commitment to community are strongly represented in the campaign. We are delighted to have Imelda on board. Imelda and her family have been long involved with the movement and for us represent the very essence of the credit union.”

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