The beautiful Lough Derg Blueway.
North Tipperary is set to feature in Fáilte Ireland’s first domestic consumer marketing campaign for the Ireland’s Hidden Heartlands brand, which launches on Monday 2nd July.
The multi-media brand awareness campaign, worth €1m, will revolve around the creative idea ‘Yours to Uncover’.
Over the coming weeks, audiences across Ireland will see the new campaign which focuses on themes of discovery and exploration, and encourages visitors to uncover their unique experience of the natural beauty and treasures of Ireland’s Hidden Heartlands.
As part of the campaign launch, the Ray D’Arcy Show on RTÉ Radio 1 will broadcast live from some key locations in Ireland’s Hidden Heartlands every day next week, including Dromineer on Monday 9th July. Ray will interview local industry and participate in activities and experiences, so that he can bring the brand and area to life throughout the show. The show will be heard by over 200,000 people each day.
Further locations across North Tipperary will feature in specially-commission editorial articles for the Ireland’s Hidden Heartlands campaign website, offering visitors a snapshot of what there is to do across the breadth of the region. These articles will focus on the county’s water activities, rich food offering as well as its cycle and walking trails.
Fáilte Ireland’s Director of Marketing, Niall Tracey, said:
“Our Ireland’s Hidden Heartlands brand has been incredibly well received by the industry and resonated strongly during research in our target markets. It is tapping into a growing tourism trend for soft activities by encouraging visitors to be ‘active in nature’ and to explore the region by going off the beaten tracks. The brand’s appeal also very much lies in its offer for visitors to get away from the stresses and pressures of modern life and to experience the tranquillity of rural Ireland.
“Over the coming weeks, through our domestic brand awareness campaign, we will be reinforcing Ireland’s Hidden Heartlands as a key brand in the Irish tourism offering, and presenting Irish consumers with compelling reasons to consider North Tipperary and the wider region for their future travel plans.”
Ireland’s Hidden Heartlands is the newest regional experience brand for Ireland and was unveiled in April. The brand aims to bring to life the Midland’s rich natural assets including its many lakes, walkways and blueways. In another milestone for the brand, Fáilte Ireland has completed the recruitment process for the Head of Ireland’s Hidden Heartlands role and expects to announce an appointment in the coming weeks. The new Head of the region will lead the ongoing development of the brand as well as the local team on the ground, once they are appointed.
The brand elements including the name, logo and what the brand stands for were developed following extensive research with consumers in Ireland, US, UK, Germany and France. Over 10,000 consumers were interviewed in the process giving Fáilte Ireland great insight and confidence that Ireland’s Hidden Heartlandshas the potential to be both appealing and motivating to visitors.
Speaking about the development of the brand on the ground, Paul Keeley, Director of Commercial Development at Fáilte Ireland, added:
“Over the coming weeks we will appoint the Head of Ireland’s Hidden Heartlands, following a competitive recruitment process which attracted many high calibre candidates from tourism and marketing backgrounds. This role will be vital to the new regional experience brand as we work to embed and develop it over the coming years.
“While this brand will need to evolve over time to realise its full potential, the area has some strong assets and Fáilte Ireland is already working closely with key partners and communities across the region to begin developing the top-class visitor experiences that will be key to the success of Ireland’s Hidden Heartlands.”
The two central spines of the region are the River Shannon and the Beara Breifne Way, and Fáilte Ireland is focusing on how those two major assets can be developed to bring visitor experiences of scale to the region. This will involve identifying the range of products and experiences with strong potential along the routes as well as areas where there is a lack of product on the ground, and how this can be addressed (see notes to editors for further detail).
Ireland’s Hidden Heartlands will cover the ‘heart’ of the country, from Leitrim down to East Clare and extending through Longford, Roscommon, East Galway, as well as parts of Westmeath, Cavan, North Tipperary and Offaly. It will complement Fáilte Ireland’s other key brands - the Wild Atlantic Way, Ireland’s Ancient East and Dublin.