Plean Turasoireachta Béal Átha

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ActiveMe Tourism Media and Heritage ServicesDestination Béal Átha an Ghaorthaidh5.4 Measure 3 - Tourism ContentWhen it comes to tourism and online marketing, ‘Content is King’. It is essential that you tell ‘Your Story’ byselling the destination through original, authentic, high quality, interesting and captivating tourism content.Therefore, the importance of Tourism Content cannot be underestimated.You will require high quality Tourism Content to undertake, design and populate a wide variety of digital andtraditional marketing initiatives such as heritage trails, maps, brochures, signs, ads, social media pages andposts, websites, and much more into the future. Content is an extremely valuable investment as it can bereused not only for Ballingeary marketing projects but also for other surrounding areas, groups, the LocalAuthority, Fáilte Ireland, The Heritage Council, Irish Trails, Coillte and more.Tourism Content is the story you tell to sell your destination in the marketing and online world and highquality content is what will drive your website and Google search ranking, social media reach and marketinginitiatives. The various elements of a high quality tourism content process are outlined below:Tourism Content TasksTourism Measures requiring contentDetailed Research (desktop and on-site)Websites – Responsive/mobile friendlyWriting Descriptive, Fresh and Original Interpretive Text Brochures, Maps & Printed MediaDigital Mapping - GPS Surveys and Online MapsSocial Media, Blogs and PRGraphic DesignAds and Other Traditional MarketingPhotography and DronePromo videos and other mediaVideo, Audio and DroneAudio Guides and podcastsInterviews with LocalsHeritage TrailsContent Database and SEOSuggested ItinerariesFor example, if you collect and create Tourism Content as part of a Heritage Trail project, this stock ofcontent can also help reduce costs and be used for any current or future tourism marketing initiatives ormeasures (shown above) by Ballingeary and importantly by other funding partners as part of their owntourism strategies and initiatives in the longer term. Tourism Content can often be overlooked and be anafterthought with insufficient budget allowed for, when funding and developing marketing products such as awebsite.It is recommended that an initial base of tourism content (see tasks above) be collected for the following:• 10 Points of Interest• 6 Walking routes (easy to hard) – Ideally loop walks to bring you back to Ballingeary
ActiveMe Tourism Media and Heritage ServicesDestination Béal Átha an Ghaorthaidh• 3 Cycle routes (easy to hard) – Ideally loop cycles• 3 Driving routes – Ideally loop drives• 5 Scenic viewing points• Fishing and outdoors activity locations• Annual events5.5 Measure 4 - Heritage TrailAt the earliest opportunity, it is recommended that a Heritage Trail be developed in conjunction with the localcommunity, the local heritage society, and other contributors. Based on the available budget, a high qualitytrail containing rich content for approximately 10 sites/items would be envisaged. This single route couldencompass the ‘best parts’ of the existing driving routes, will be easier to market and allow tourists toexperience Ballingeary in one go and help increase length of stay. This approach should also allowBallingeary to avail of possible additional direct/co-fund/matched funding from the Local Authority, HeritageCouncil, Fáilte Ireland and other sources. Importantly, the development of a Heritage Trail includes a rangeof tasks and the creation of valuable tourism content such as photography, local stories, original descriptivetext, interviews with locals, maps, gps info and more which can then be used on a variety of other marketinguses such as social media posts, website content, maps, apps and more.5.6 Measure 5 - Tourism Maps, Brochure and SignageIt is recommended that a set of Maps be designed for use online and in print. By firstly designing abase map with all key information, you can collect and design additional map layers for various specificuses such as:• Heritage Trail Maps• Walking, Cycling and Outdoor Activity Maps• Fishing, Wildlife or Nature Maps• Driving and How To Get Here MapsWhat is often overlooked is that once a print map or brochure has been designed, you can also use thedigital map design graphics for:• An A4/A3 to DL tourism brochure• An interactive digital online map• Digital map for various website pages (including visitor and local business websites)• Information boards and other physical signage• Social Media5.7 Measure 6 - Irish Language – Translations and Other Creative MediaThe recommended tourism measures should be undertaken in both Irish and English. However, iffunding is available in the future, various media should be translated into German and French. It is alsorecommended to consider developing a local video promoting the unique aspects of the IrishLanguage, providing useful tourist phrases and how to pronounce them.
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Plean Turasoireachta Béal Átha

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