Plean Turasoireachta Béal Átha
A f5yera plan
A f5yera plan
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ActiveMe Tourism Media and Heritage Services
Destination Béal Átha an Ghaorthaidh
5 Marketing Measures: Promotional
Material, Projects and more
5.1 Introduction
In no particular order, this section outlines the recommended key promotional measures, materials,
projects, media and information required to successfully market Ballingeary and should be read in
conjunction with the 3 Year Action Plan. It is essential that any recommendations are practical and
realistic considering the expected limited resources and funding over the lifetime of the plan.
With this in mind, a wide variety of marketing measures and tools have been included. Text heavy
brochures and other costly projects and materials were not considered as the majority of visitors now
crave clear and concise information that can be quickly consumed, easily understood, shared online
and on social media.
A rural community holiday destination as opposed to a business has a distinct marketing advantage in
that you have ‘people power’ to distribute the workload, disperse costs and spread the word both by
personal recommendations and share online through social media and more.
Please note that many of the individual measures outlined below significantly overlap in terms of tasks,
cost and budget. For example, if a heritage trail project was commissioned, it would require input from
several other proposed measures including the design of a map/brochure and the research, collection
and creation of tourism content and photos.
It is recommended that the Ballingeary Tourism group appoint a small steering committee (ideally 2/3
people) to oversee projects and measures and to make the necessary decision in a fast and efficient
manner. Marketing is a creative exercise and is subjective. Therefore it is important to note that it will
be impossible to ensure everyone is happy.
5.2 Measure 1 – Brand, Logo and Identity
For marketing and communications, ‘Image is King’ and your logo is your key image. Ballingeary is
defined by its people, language, heritage, history, culture and landscape. Therefore the aim is not to
create a new destination brand but to identify Ballingearys strengths and build a ‘Story’ from these that
makes the destination stand out. It is recommended to embrace and promote how peaceful and
relaxing a holiday in Ballingeary could be, Cork’s Hidden Gem and more. It is key that this ‘Story’ or
Brand is placed consistently through all marketing measures outlined in this section.
• Commission a destination branding exercise – Logo and Branding
• This could involve a local marketing business or local graphic artist or competition
• Logo design principles: simple, minimal detail, no text, no complicated graphics, memorable,
versatile for all media, appropriate and easy to print large and small,
• Outputs: Name, Motif/Logo, Key Colours, Slogan/Tagline and maybe Brand Guidelines