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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

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