What is the Wild Atlantic Way?
The Wild Atlantic Way is set to be Ireland's first long-distance touring route, stretching along the Atlantic coast from Donegal to West Cork.
What is the aim of the project?
The overall aim of the project is to develop a long-distance touring route that will achieve greater visibility for the west coast of Ireland in overseas tourist markets.
What are the six stages of the project?
The six stages of the project are as follows:
Stage 1: Develop brand proposition and identity, and key market segments
Stage 2: Identify the route
Stage 3: Way-finding strategy including directional signage
Stage 4: Delivery of 'Discovery Points'
Stage 5: Selling Wild Atlantic Way experiences
Stage 6: Marketing and communications
What stage is the project at?
The first two stages of the project are complete, and the next four stages are being undertaken as parallel work streams. The proposition and brand identity have been developed and the route of the Wild Atlantic Way has been identified.
The next stages of the project have commenced and these involve:
Signing the route
Delivering the 'Discovery Points'
Selling great Wild Atlantic Way experiences
Marketing the Wild Atlantic Way
It is expected that the project will be launched in March 2014.