Waterways Ireland wanted us to develop and deliver branding, visuals and promotion to highlight the activities along the Waterways and Blueways of Ireland.

Using consultation and research of existing marketing activities, we first looked at how to link Waterways which manage inland waterways and cruiser companies, and Blueways which deals with trail hikes and land activities. We developed an outward facing identity that combined both elements of Waterways and the Blueways visitor experience called ‘Head into the Blue’. 

We produced a comprehensive marketing plan for 2018, 2019 & 2020 which included artwork for the unique brand identity and a media plan which were agreed by the marketing committees. Due to Covid, 2021 meant we had to move our marketing activities to launch the The Shannon Master Plan, Waterway’s Online Archive and Royal Canal Greenway – If these stones could talk guerilla marketing campaign.

We developed the concept of a joint marketing campaign and strategy, we got stuck into the creative elements and produced examples of publications, created and distributed a brochure, a motion graphic movie, a short video, memes, focus hub website, digital marketing campaign and print ads. 

The communication pieces were then delivered across both traditional and contemporary advertising avenues TV, national and regional print, a radio campaign across multiple station including an outside broadcast, PR, digital advertising and social media platforms of which all media was procured by One Little Studio.