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Branding

New Destination Brand for a Coastal Town

County Tourism Authority (Ireland)

Background

A coastal town with untapped tourism potential aspired to redefine its image to compete more effectively in the marketplace. With no clear brand identity and a limited digital presence, the challenge was to develop a distinctive and compelling destination brand that would capitalise on the town’s natural beauty, rich cultural heritage, and recreational offerings.

Study Objectives:

  • Establish a cohesive and recognisable brand identity, incorporating clear visual elements and a consistent tone of voice.
  • Design and develop a new, user-friendly website to showcase the destination’s diverse offerings.
  • Create promotional assets and execute a comprehensive, multi-channel brand launch campaign.
  • Implement a long-term social media and web content strategy to ensure sustained engagement.

Our Approach & Deliverables

Research & Analysis:

  • A comprehensive research phase involved stakeholder consultations and a comparative study of similar coastal destinations in Ireland, the UK, and the Nordics. Industry trends and visitor behaviours were also examined to create a data-driven foundation for the brand.

SWOT Analysis:

  • This analysis informed a strategic framework that would guide all subsequent phases of the project.

Brand Development:

The new brand was crafted around the town’s unspoiled natural beauty and appeal as a peaceful coastal haven. The positioning statement emphasised these strengths, while the visual identity was designed to reflect its rich maritime and cultural heritage. The tone of voice was developed to be both engaging and professional, capturing local charm while appealing to a broader audience.

Website Development:

A visually striking, mobile-optimized website was designed and developed, prioritising user experience. Features like intuitive navigation, captivating imagery, and dynamic content—including blogs and an event calendar—were incorporated to allow seamless exploration of the town’s diverse offerings, from outdoor adventures to historical landmarks.

Campaign:

  • A suite of digital and print assets was developed to strategically target intended audiences. The brand launch was supported by PPC and social media campaigns, effectively boosting awareness and engagement while driving significant traffic to the newly launched website.

Long-Term Social Media Strategy:

  • A strategic Social Media Playbook and Content Calendar were created to guide future engagement efforts, outlining the most effective formats, and content strategies. This approach was designed to ensure a unified and authentic brand presence across platforms, fostering sustained audience interest and connection with the destination.

PI Monitoring & Budget Optimisation:

  • A best-practice KPI tracking system was established to assess the performance of PPC, social media activity, online promotional campaigns, and overall brand health. This data-driven framework allowed for ongoing strategy optimisation, ensuring efficient budget allocation and supporting sustained growth and engagement.

Outcome

The creation of a cohesive and distinctive brand identity, along with the integration of an innovative digital marketing strategy, has strengthened the coastal town’s ability to attract a wider and more diverse visitor base.
The rebrand has been met with enthusiastic local support, fostering a sense of community pride.
This strategic initiative has laid a robust foundation for sustained tourism growth, positioning the town as a key destination for both domestic and international travellers.