• Cyril McAree

New Brand Seeks To Drive Visitor Growth Across The County

Members of the tourism industry were this week invited to attend workshops on Fáilte Ireland’s newest regional experience brand, Ireland’s Hidden Heartlands. Taking place at three locations throughout the Midlands region, The ‘Ireland’s Hidden Heartlands – The Road Ahead’ workshops which kicked off today, aim to give members of the local tourism industry an update on the brand since it was unveiled in April this year and explore opportunities to use the new brand to boost tourism and drive visitor growth in their area.

Local industry will be introduced to the Ireland’s Hidden Heartlands team which has now been appointed and mobilised on the ground and hear about:

- the tourism potential of the region; - upcoming training and industry supports in the region; - the brand’s presence at Ireland’s most influential annual trade event, Meitheal, in 2019; - tips on how to use the brand toolkit to maximise the brand’s potential.

Fáilte Ireland’s Head of Ireland’s Hidden Heartlands, Paddy Mathews, said: “We are bringing local industry and stakeholders up to speed on some exciting developments since we launched the brand and exploring how we can work together to transform the offering here over the coming years, driving visitor growth for the benefit of all in the region. These workshops are extremely important as now that we have a team on the ground for the Ireland’s Hidden Heartlands brand, our focus is on working closely with key partners, industry and communities in the area to develop the top-class visitor experiences that will be key to the success of the initiative.”

Fáilte Ireland’s first domestic consumer marketing campaign for Ireland’s Hidden Heartlands went live in early July. The multi-media brand awareness campaign worth €1m ran on TV, outdoor, radio and digital channels, and will revolve around the creative idea ‘Yours to Uncover’.

The ‘Ireland’s Hidden Heartlands – The Road Ahead’ workshops are taking place this week throughout the region: Lough Rynn Castle, Mohill, Co. Leitrim (25th September), the Sheraton Hotel, Athlone, Co. Westmeath (26th September) and the Lakeside Hotel, Killaloe, Co. Clare (27th September).

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