Stories and experiences for a world-class destination brand – Ireland’s Ancient East

5,000 years of history in lush green landscapes, with stories told by the best storytellers in the world. That’s the brand promise of Ireland’s Ancient East. With this ground-breaking initiative, tourism development authority Fáilte Ireland is turning a transit region to a touring region. We’ve loved working with the team to help them lay the foundations of this exciting project.

Over the last 3 years, we’ve worked with strategic partners and hundreds of tourism stakeholders right across Ireland’s Ancient East, helping them to identify stories and think through how to use them in their businesses to deliver the promise to international visitors.

We’ve worked with people in the activities sector, historic houses and gardens, and from the worlds of design, arts & crafts in the region – to tell their stories and how place inspires them.

We’ve created and curated content for the stories-fuelled consumer website.  We’ve delivered an industry webinar on Stories for Tourism and produced industry Toolkits – one about telling stories, and others for the activities and crafts sectors.  We’ve written the Ireland’s Ancient East words that welcome arrivals at Cork Airport – on banners, pillars, walls and windows.

And – working with Fáilte Ireland and key partners – we developed the first Visitor Experience Development Plan for Ireland’s Ancient East.

We’re continuing to help individual attractions and providers – from gardens and festivals to cultural institutions and castles – use the Ireland’s Ancient East themes in their development and marketing work.

It’s a long-term project to build a world-class destination brand, and we’re proud to be playing our part.

(Images courtesy of Fáilte Ireland)

"It’s a part of Ireland that’s been relatively overlooked by tourists, especially those from overseas. It’s been a transit region and we’re turning it into a touring region. We have big plans and ambitious goals …"
Jenny de Saulles, Fáilte Ireland