Annual Accounts for the year ending 31st December 2007

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Chapter 5 Marketing and Promoting our Waterways 5.1 Implementation of the Waterways Ireland Marketing Strategy 5.1.1 Marketing Advisory Group The Marketing Advisory Group consists of representatives from Waterways Ireland management, the Northern Ireland Tourist Board, Fáilte Ireland, Tourism Ireland, Northern Ireland Chamber of Commerce & Industry, the Erne Charter Boat Association, the Irish Boat Rental Association, the Inland Waterways Association of Ireland and the Chambers of Commerce of Ireland. Since its first meeting in 2004 the Marketing Advisory Group has worked to endorse the principles of the Marketing & Promotion Strategy and has continued to provide support and guidance to Waterways Ireland in its implementation. During 2007 the Group considered such matters as; the Waterways Ireland website, joint communications, publications, the advertising campaign, market research, events and the sponsorship programme. 5.1.2 Merchandising Waterways Ireland developed a range of merchandise to support the sponsorship activity of the organisation and to provide promotional retail opportunities. 5.2 Increasing the use of the inland waterways by raising the public profile 5.2.1 Public Relations Programme There continued to be widespread print and radio coverage of Waterways Ireland’s activities in 2007 including the launches of publications at the London Boat Show and the Birmingham “Go Fishing” Show. Events sponsored by Waterways Ireland, such as the ‘triAthlone’, a triathlon in Athlone, the Classic Boat Regatta on the Shannon Navigation and the Waterways Ireland Riverfest on the Lower Bann, also received significant media coverage. Major restoration projects on the Royal Canal and the announcement of funding for the first phase of the Ulster Canal attracted much media interest. In January, Waterways Ireland was awarded the Best Marina Development 2007 for the new Moorings in Carrick on Shannon, Co Leitrim, at the Local Government, City and Council Awards ceremony. These awards were created to honour exemplary projects within the community. Waterways Ireland Annual Report and Accounts 2007 27
Chapter 5 Marketing and Promoting our Waterways 5.2.2 Advertising Campaign Following the success of the outdoor campaign in 2006, a further campaign was undertaken in 2007 to promote the recreational aspects of the waterways such as boating, water sports, angling, heritage and nature. The campaign consisted of a series of billboard and ‘adshel’ advertisements displayed in more than 120 locations along the waterways during the months of July, August and September. The advertisements were sited to coincide with waterways festivals or other events sponsored by Waterways Ireland in these locations during these months. 5.2.3 Sponsorship Programme A wide range of events took place on the waterways with support from the Waterways Ireland Sponsorship Programme, varying from community to sporting events at locations on all seven waterways. In all 40 events took place with the majority of events staged during the summer weekends. In 2007, the “Year of the Barrow”, a wide range of events took place on this waterway, with support from Waterways Ireland. These included; the Bagenalstown River Festival, the Athy Water Festival, the Carlow Regatta, and the Graiguenamanagh River Festival. The work and lives of the Canal men was also celebrated at a reunion ceremony in Carlow. The Waterways Ireland Classic Fishing festival was again a huge success in 2007 with some 250 anglers participating in the event. 28 Waterways Ireland Annual Report and Accounts 2007
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Annual Accounts for the year ending 31st December 2007

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