Anton McNulty
A NEW tourism marketing campaign aimed to heighten awareness of the Connemara region in Ireland and on the continent was launched last night (Monday) by Minister Éamon Ó Cuív at the Station House Theatre in Clifden.
The new marketing initiative aims to promote the region as a holiday destination both in the home and overseas markets, and to drive overnight business to the Connemara region. In a joint funding partnership between Fáilte Ireland, the Department of Community Rural and Gaeltacht Affairs and tourism interests in Connemara, the new campaign includes a new brochure in English, French and in Irish. A new dedicated website, www.discoverireland.ie/connemara, has also been set up, and a radio and press campaign will be advertised in the Irish market.
As well as the domestic market, a campaign was also carried out in France and Italy, which are considered the fastest-growing markets in terms of numbers coming to Ireland. A radio and on-line campaign ran in the French market last month to coincide with the premiere of the French film, ‘Deux Jour á Tuers’, which was partly filmed in Connemara and sponsored by Fáilte Ireland West. A series of competitions with holidays in Connemara as prizes was also run in collaboration with the film producers as well as Connemara hotels, Air France and Avis.
Speaking at the launch, Minister Ó Cuív said he was enthusiastic about the project and said it was the type of product that would enable rural Ireland to benefit in the challenging times ahead.
“With challenging times ahead for the international economy, it is essential that Irish tourism, like other sectors of the Irish economy, plays to its strengths and makes the most of its opportunities. This project – an innovative and well-designed marketing campaign promoting a first-class product – is exactly the sort of response that will enable Ireland, and in particular rural Ireland, to benefit from the opportunities that will arise in this changing environment,” he said.
A new identity has also been created for the Connemara brand. The new logo displays the name Connemara with a symbol incorporating five different elements that one would associate with the region, including mountains, the Connemara pony and the sean nós style of dancing. The strapline ‘Wild at Heart’ appears underneath and a version as Gaeilge, ‘Fiáin go Smior’, is also in use.
