On the move: Offaly switches from 'Ancient East' to 'Hidden Heartlands'
FOUR years after Offaly was split in two by Failte Ireland, the tourism promotion agency has decided that the entire county will now be part of Ireland's 'Hidden Heartlands'.
Prior to the 2018 launch of the Hidden Heartlands brand, Offaly was marketed under the 'Ireland's Ancient East' brand.
The creation of the Hidden Heartlands resulted in parts of Offaly along the river Shannon receiving a new designation and other attractions, such as Birr Castle, were given the option of selecting their preferred brand.
On Tuesday Failte Ireland announced what they called an “expansion” of the Hidden Heartlands, saying that Offaly, along with Westmeath and Cavan, “will sit wholly within the Ireland’s Hidden Heartlands brand and will no longer be part of the Ireland’s Ancient East brand”.
Tipperary however, continues to be split, with Failte Ireland saying “a slightly greater portion of Co Tipperary will also be encompassed within the Hidden Heartlands brand, namely all the Nenagh Municipal District and part of the Thurles Municipal District”.
Failte Ireland said the change follows a review of the branding: “The division of Westmeath, Cavan and Offaly between the two brands is confusing for the visitor and some industry, which is having a negative effect on brand adoption and visitor experience on the ground.”
Meanwhile, the tourism promotion body said a review of the Ireland's Ancient brand is underway, noting that initial research and stakeholder engagement identified the large scale of the region “as a challenge to successfully positioning the region as a single, unifying proposition”.
“This change will strengthen the saliency of Ireland’s Ancient East by making it ‘more east and less Midlands’,” said Failte Ireland.
The new arrangement will strengthen both brands, will create a more “cohesive visitor experience”, will enable a “more efficient alignment of industry” and a “clearer collaboration and engagement with other authorities within existing county structures”.
Paddy Mathews, Head of Ireland’s Hidden Heartlands at Fáilte Ireland said: “Today’s expansion of the Ireland’s Hidden Heartlands brand to include Cavan, Westmeath, Offaly and part of Tipperary will allow us to further raise awareness of this region domestically and internationally. The Ireland’s Hidden Heartlands brand is centred around Ireland’s natural rural beauty, relaxation, and untouched heritage and outdoor activities which each of these counties boast in abundance. We look forward to working with industry stakeholders, strategic partners, Members of the Oireachtas and the Local Authorities as we develop this beautiful region as one of the leading regenerative tourism destinations in Europe, with nature and communities at its heart.”
The four regional experience brands are Wild Atlantic Way, Ireland’s Ancient East, Ireland’s Hidden Heartlands and Dublin.
Ireland’s Hidden Heartlands now comprises counties Leitrim, Cavan, Roscommon, Longford, Westmeath, Offaly, part of Tipperary, east Galway and east Clare.