The Mid Kerry Tourism Cluster, the destination marketing organisation representing accommodation, activity providers, restaurants, pubs and other attractions in Mid Kerry today launches a roots-and-branch re-brand.
The region that hugs Castlemaine Harbour from Inch to Rossbeigh will be known from today as Reeks District – a name inspired by one of its unique visitor selling points: the famed MacGillycuddy’s Reeks, home to the country’s three highest peaks, including Carrauntoohil – Ireland’s highest mountain at 1,038 meters (3,406 feet).
The re-naming of the region is supported by a number of other initiatives including a new logo inspired by the mountain range, a responsive website, and a tourism marketing strategy based on the Reeks District’s strong outdoors and experiential proposition. The latter is encapsulated in the associated strapline, Ireland’s Adventure Playground, and social media hashtag #comeandplay.
To complete the changes, the regional tourism information center in Killorglin has also been revamped with the new branding and striking imagery of some of the Reeks District’s iconic sights including Carrantouhill, Caragh Lake and Inch Beach. The new office is staffed with a specially trained visitor engagement team and includes detailed maps, videos and other marketing materials to inspire people to enjoy the Reeks District’s scenery, cultural festivals and outdoor activities.
Explaining the reasons behind the rebranding, Chairman of the Mid Kerry Tourism Cluster, Jens Bachem, said: “MacGillycuddy’s Reeks are an iconic sight and one of Ireland’s ‘must-dos’ for adventure lovers, yet Mid Kerry has never used them as a key focal point to promote our tourism offering, unlike other destinations such as Snowdonia in Wales or the Scottish Highlands. The re-branding will ensure that people are immediately aware of one of our major icons, from the moment they first hear or read about us, as well as inspiring them to visit the region to sample its many other experiences from wild surfing on Inch Beach to cycling the Gap of Dunloe.”
Sitting on the Wild Atlantic Way between the Dingle Peninsula and the Ring of Kerry driving route, the Reeks District will entice visitors with a marketing, promotions and PR strategy based around five Signature Experience pillars, all beginning with B and each containing a hero experience that is unique to the region.
Each Signature Experience will be fronted by an ambassador who will talk passionately about their area of expertise, and who will also feature in rich marketing media including video and photography content. Pillars also contain multiple secondary experiences in the same category.
The five pillars are:
Boots (walking and hiking)
Hero experience: Hike Carrauntoohil
Related experiences: Walk the Kerry Way, take the Keel Uphill Downhill Loop Walk, Traverse the Ridge of the Reeks
Boards (board sports)
Hero experience: Surfing at Inch Beach
Related experiences: Stand-up paddle boarding on Caragh Lake, Windsurfing at Rossbeigh,
Stand-up paddle boarding on the River Laune
Bikes (cycling):
Hero experience: Cycle the Gap of Dunloe
Related experiences: Circumvent Caragh Lake, Conquer the Ring of the Reeks, Cycle the Cromane Ring
Boats (sailing, kayaking, canoeing, fishing)
Hero experience: Kayaking on the Caragh Lake
Related experiences: Kayaking on the Upper Caragh, Sea kayaking in Rossbeigh, Canoe on the River Laune
Body & Soul (pampering)
Hero experience: Hawaiian healing at Aloha House
Related experiences: Meditation at Carrauntoohil Eco Farm, Mindful walking around the Rossbeigh Dunes.
While these experiential pillars will be a key driver for the region’s tourism offering, the new website also includes dedicated sections for accommodation providers, pubs, restaurants and cultural events. Tourism providers across the region will also be encouraged to form partnerships with fellow businesses to provide a range of packages that include activities, accommodation and meals.
This project is funded by the Department of Rural and Community Development and Kerry County Council under the Town & Village Renewal Scheme. The €64,480 grant was made in November 2017.
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