In 2012, Failte Ireland (FI), the Republic’s Tourism Development Authority, decided to explore the scope for creating a tourism driving route along the country’s 3500 km long west Atlantic coastline.
FI had recognized that tourism driving routes were gaining popularity around the world and had seen the emergence of a new type of visitor – tourist drivers – people who did not want to just stay in one place and who wanted to explore multiple destinations and experiences in a single trip.
As the appointed consortium identifed the main key challenges in this tourism Place Brand strategy, we took the lead to create a brand proposition and brand identity for the proposed coastal driving route on the Atlantic coast of Ireland, from Donegal in the north west to west Cork in the south, a route of connected roads totaling 2500 km.
The resulting brand proposition for the Wild Atlantic Way” was accepted by Failte Ireland and is now being implemented along the 2,500 km route, the longest defined coastal drive in the world, aimed at this new category of tourists , “experience seeking drive travellers”.
FI research has indicated that this branded tourism driving route has been a major factor in attracting increased numbers of tourists to the west coast and has helped to drive a much wider and better-quality offer along the coast for those visitors who are now staying longer on the coast and exploring more of what it has to offer.
Further information on the offer of the Wild Atlantic Way can be found at www.tourireland.com/wildatlanticway.
*Project led by Placematters before uniting with Bloom Consulting
