Use the Ireland’s Hidden Heartlands brand to attract more visitors to your business
The Ireland’s Hidden Heartlands brand brings the region’s character to life in a simple, recognisable way, helping share one powerful story. Use this toolkit to connect your tourism business to that story and create clearer, consistent marketing that inspires people to take a break in the area.
How to use the brand within your tourism business
The role of this toolkit is to maintain the distinctiveness of the region’s voice, its look and feel, and at the same time giving you the power to help build on the brand with the richness of your own stories.
This is a region where the pace slows and experience deepens. Here, visitors step off the beaten track to follow waterways, trails and the local rhythms.
How the brand helps your business
Use Ireland’s Hidden Heartlands branding to show how your business forms part of the wider regional experience.
It can help you:
- Connect your offer with the region’s rivers, lakes, trails, towns and local food.
- Develop experiences that respond to what visitors are looking for.
- Create clear, consistent and place-led marketing.
- Use approved templates for social media, email and print.
- Show how your business supports slower, more meaningful travel.
What the brand stands for
The brand is shaped by a few connected ideas.
- Natural rhythm
Visitors can move through rivers, lakes, trails, forests and rural landscapes at their own pace. - Community warmth
Local people, rural towns and villages help visitors feel welcome. - Active in nature
Visitors can paddle, pedal, walk, cruise, fish or explore outdoors. - Time to reconnect
The region helps visitors reset, recharge and enjoy meaningful time with others.
Use visitor motivations to shape your message
The brand guidelines explains that visitor motivations can help businesses shape product development and marketing. It identifies Bonding, Time Out, Exploration and Social Energy as important motivations for Ireland’s Hidden Heartlands.
Use these motivations to decide what to say first.
- If your offer helps people reconnect, lead with time together.
- If your offer helps people escape routine, lead with reset and relaxation.
- If your offer helps people explore, lead with trails, waterways and discovery.
- If your offer helps people share a lively experience, lead with social connection.
Use the brand in your marketing
The toolkit includes digital assets, social posts, cover images, social frames, an Instagram carousel, a Mailchimp template, A4 poster templates and a window decal.
Use these tools to create:
- Social media posts
- Website sections
- Email newsletters
- Posters
- Visitor information
- Campaign content
Keep your own brand visible
Ireland’s Hidden Heartlands should support your business brand, not replace it. The guidelines explains how businesses can use their own brand while drawing on the Ireland’s Hidden Heartlands tone, imagery and logo guidance.
- Use the regional brand as a signpost that connects your business to the wider destination.
- Use content pools and shared campaign activity
- Use Ireland’s Content Pool to access images and videos for your marketing. The industry activation guidance also encourages businesses to share relevant Discover Ireland and Ireland’s Hidden Heartlands content, tag or mention the regional brand where relevant, and use appropriate hashtags.
Start using the brand
Get access to brand guidance, templates and assets to connect your business to the natural rural beauty, waterways and communities of Ireland's Hidden Heartlands