Heaven in a Heartbeat
We've recently worked with Newry, Mourne and Down on a new tourism marketing brand, strategy and communications to reflect their place. It's called Heaven in a Heartbeat.
We've been working in partnership with Newry, Mourne and Down District Council, industry stakeholders and their visitor experiences and attractions to tell the real story of this most beautiful and irresistibly undiscovered place.
And what a story we have to tell – the magnificent Mournes, the home of the world's most famous Saint, the giant tales of the Ring of Gullion, home of the original Game of Thrones experience. But this is just the beginning. Heaven in a Heartbeat reflect's Newry, Mourne & Down's aspiration to create EPIC moments in an undiscovered land from where no traveller wants to return.
This is a place where the outdoors never felt greater, the air never fresher. It's a place to feel the adrenaline rush of intense outdoor activity, to push the boundaries and test your limits. A place that makes a weekend feel like forever. Routine escaped. Reality heightened. New experiences, good food and great company at authentic, personal and undiscovered tourism locations.
That could be looking back at Donard from a kayak on the Irish Sea. Descending the Rostrevor Red Route on the sheer edge of Carlingford Lough. Feeling ancient history on the slopes of Gullion. Trekking to Killard strand with only the sound of the waves for company. Catching sight of a red kite on the summit of Slieve Croob. Or escaping to the world of Westeros.
We worked with Newry, Mourne & Down Disctrict Council to create a campaign website that would showcase the wealth of activities in the region. Our research showed that the region's tourism offering was serviced by several websites that were unconnected and full of outdated information. The Heaven in a Heartbeat campaign would address this and provide a starting point for establishing the region under one brand. The long-term aim for the website was to develop a new, central location for all the region's events and activities. We created a website structure that would provide a home for the four main themes – Wild Outdoors, Game of Thrones, Paths of the Ancients, and St Patrick's Heartland. This was refined through user testing before a fully-developed user interface was designed for the new website. One upshot – the site makes liberal use of white space to frame breathtaking videos and imagery. We built a fully-customised, secure and robust CMS system that allows the client to control content on their website. It is designed to be scalable, allowing new tranches of content to be added with ease.
The result? Heaven in a Heartbeat is a stunning visual experience that embraces full screen video and imagery. The theme pages provide gateways to carefully curated content, designed to inspire users to get out there and get into it. Once all phases of the project are launched, the website will provide a central location for everything a visitor will need to know about the region. The associated awareness campaign is an ongoing project that includes targeted search advertising, paid social advertising (including Facebook and Instagram) and OOH throughout Northern Ireland.
No matter your idea of heaven, you can experience it here.