Fáilte Ireland – realising the power of Shared Stories for Ireland’s Atlantic coast

We’ve loved working right out on the edge of Europe, on Ireland’s Wild Atlantic coast, for national tourism development agency Fáilte Ireland.

Over the last 18 months we’ve met hundreds of brilliant people who work in tourism agencies and businesses in South West Ireland, helping them to create stories and develop experiences that will attract international visitors.   The stories aren’t just for marketing.  We’ve been helping develop the sorts of experiences that will stay in visitors’ hearts, long after they return home.

We’ve worked in well-known places like the Ring of Kerry, Killarney and the Dingle Peninsula.  And we’ve been off-the-beaten track too – on West Cork’s Beara Peninsula or Kerry’s Skellig Coast.

The latest installment of this work is perhaps the most thrilling: developing the story and ‘signature experiences’ for Fáilte Ireland’s new route – the Wild Atlantic Way.  Stretching 2,400 km along Ireland’s western seaboard – from Donegal in the north to Cork in the south – it’s the longest defined coastal drive in the world.   Our work is now being used to raise awareness overseas and focus investment at home.

And it continues.  Watch this space for our next Irish adventure.

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