Over the last 4 years Fáilte Ireland has developed 3 Experience Brands with the purpose of providing visitors with motivating experiences and destinations of distinction to enable them re-evaluate Ireland as a holiday destination and to visit ‘now’ rather than ‘someday’. Through the experience brands our goal is to have stand-out from our competitors while meeting visitor needs and motivations.
In quarter 4 of 2016 Fáilte Ireland commissioned Colliers International to assess the potential of a proposition to lead tourism development and growth across a region of mid-west Ireland that could play a part in regional economic development.
Over the summer months 4 concepts were tested. 1,000 interviews were conducted among a nationally representative sample of adults aged 18+ in Ireland and in Fáilte Ireland’s four key target markets- UK, USA, France and Germany. In the survey any one respondent tested a total of four concepts – two from Midlands and one from WAW or IAE and one from one of the three international destinations.
While we are still working through the research and identifying the most appropriate proposition/concept we now want to get in place a supplier who when the time comes can develop a name and a brand identity that encapsulates what this region of Ireland has to offer and what is motivating to the potential visitor. Full research findings will be shared with the successful shortlist after the first phase of this process.