Fiona Buckley Fáilte Ireland 29.03.2017
Good is not Good Enough!
Fragmented supply based strategy Cohesive Market based Strategy Consolidating agencies, industry, stakeholders, communities
Strategic Focus Wild Atlantic Way Dublin Ireland s Ancient East Meet in Ireland 6
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Wild Atlantic Way Brand Story Where Land meets Sea V I S I O N To create a world class, sustainable and unmissable destination brand that engages and energises the visitor so that they become powerful advocates and leave them wanting to return for more. Fáilte Ireland - Planning 2015 8
Developing the Strategy Setting the right scene and providing the right environment is important to trigger the right emotions within visitors. - National Experience Development Framework
. the issues Green desert Significant decline in international bednights & revenue Short season Brand Ireland in good health but not compelling Declining communities No coherent brand Disparate marketing & messaging Increasing economic benefit to North West region
Visitor Hot Spot Map Not all towns, villages and geographies along the Wild Atlantic Way benefit equally. Traffic congestion in some areas in peak season Dingle Peninsula, Cliffs of Moher to Doolin. Opportunities to grow visitor numbers to areas areas north of Connemara Opportunities to extend the tourism season into late September & October
Regional spread of International Visitors 12% Growth Opportunity North of Galway
Regional spread of International Visitors 70% 60% 50% 40% 63% 61% 53% 47% 30% 20% 10% 0% 12% % Visits % Nights 6% Wild Atlantic Way Wild Atlantic Way (South) Wild Atlantic (North)
The Fáilte Ireland Response A new experience and destination developed by Fáilte Ireland to present the West Coast of Ireland as a compelling international tourism product of scale and singularity.
Project Consultation Agency Group
Developing the Brand Proposition Setting the right scene and providing the right environment is important to trigger the right emotions within visitors. - National Experience Development Framework
The Wild Atlantic Way brand promise; The Wild Atlantic Way on Ireland s Western Coast off the Western Edge of Europe, captivates you with its wild landscape that continuously shapes its living history; and engages you with its creative & vibrant communities, whose stories and culture stimulates you, so you are freed up to relax, enjoy and leave feeling refreshed, renewed and uplifted
Land Meets Sea Life Shaped by the Atlantic Power of the Atlantic Bounty of the Gulf Stream Being the edge of the world, embracing the challenge and exhilaration and reinvigoration The wow of a new view around every bend An active coastline and how life has responded Wild Atlantic Way Connectedness Finding a way to unlock moments of reflection Connection to something bigger and a sense of purpose Inspiration of land, sea and sky Restoring through nature and all of the senses Sense of community Pilgrimage, isolation and the reward for effort Local characters and people of influence - pride of place and culture Waves of prosperity (layers of a cultural landscape) Inspired by nature and the patterns of life Folklore and fairy-tales
Knowing the customer CULTURALLY CURIOUS Want to meet the locals and to get to know their story Engage in activities and experiences that help them develop as a person Do things that are different, and authentic or unique to a place Participate, don t just hear the story but be involved Independently minded interested in places of historic & cultural interest Willing to pay extra to get an authentic experience GREAT ESCAPERS Escape the everyday, find a place to get away from it all Find places and experiences that are life enriching Do things that are different, and authentic or unique to a place Participate, don t just hear the story but be involved Spend time together in a beautiful place Favour rural, off-the beaten track locations Want to be part of the natural environment and its history
Developing the Route Setting the right scene and providing the right environment is important to trigger the right emotions within visitors. - National Experience Development Framework
Route Signage 3,850 signs along 2,500km 950 Junctions
Developing Experiences Setting the right scene and providing the right environment is important to trigger the right emotions within visitors. - National Experience Development Framework
Visitor Experience Development Plans To put the Wild Atlantic Way in the shop window both domestically and internationally To create an engaging story that keeps the audience emotionally connected to the area To help you tell your story to visitors before during and after their trip
An experience is.. An event that changes the way you look at the world it makes you think and feel something
What makes a Signature Experience? Unified by a compelling story Has at least one hero product at its heart Can be scaled Capable of increasing dwelltime and/or driving economic benefit Motivational for visitors
The Experience Spectrum Product (e.g. Boat Trip) Service (e.g. Guided Tour) Experience (e.g. Connecting with the Story of the Monks) Destination Asset (e.g. Skellig Michael) Source: Adapted from Pine and Gilmore, The Experience Economy (1999)
Brand Adoption Brand Ireland Where Land Meets Sea Life Shaped by the Atlantic Connectedness SOUTHERN PENINSULAS: A journey to the edge of the world What makes a hero experience on the Skellig Coast: A journey or quest, linked to a Skellig Coast story; With moments of reflection; and Rewards effort. Skellig Stories Journeys Inspired by the Skellig Monks Cradle of Ireland s Nationhood A History of Global Connections Ocean Meets Sky at the Edge of the World
New Wild Atlantic Way Businesses.
New Visitor Experiences Fanad Head Lighthouse & Visitor Centre Derrigimlagh, Connemara Connemara Cultural Centre @ Pearse s Cottage
Drives Off the Wild Atlantic Way
Extending the season Setting the right scene and providing the right environment is important to trigger the right emotions within visitors. - National Experience Development Framework
Cluster groups
6 Clusters in 2016 12 Clusters in 2017 Sligo Harvest Food Trails Mizen Signal Station Year Round Opening
Wild Atlantic Passport
Martketing & sales Setting the right scene and providing the right environment is important to trigger the right emotions within visitors. - National Experience Development Framework
Website
Digital Footprint WildAtlanticWay.com 41% SOV amongst digital competitors + 113% + 132% Unique Visitors / 65% Domestic / 35% International
Wild Atlantic Way App V2.1 Enhanced functionality More Hidden Gems
Tourism Ireland
Discussion Autumn 2016-1M Investment
Out of Home Advertising, National Radio, Social Media & SEO
Public / Private International Campaign GB Q4, 2016
Industry development Setting the right scene and providing the right environment is important to trigger the right emotions within visitors. - National Experience Development Framework
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