Newry Mourne & Down District Council Heaven in a Heartbeat
Telling the story of a beautiful, undiscovered region.
The magnificent Mournes. The home of the world’s most famous saint. The myth-shrouded valleys of the Ring of Gullion. The original Game of Thrones experience. There are fascinating stories around every country bend in Newry, Mourne and Down. Our brief was to create a new tourism marketing brand, strategy and communications to reflect the epic moments to be enjoyed in this almost undiscovered place. We created Heaven in a Heartbeat.
We worked with Newry, Mourne & Down District 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that the region’s tourism offering was serviced by several websites that we disconnected from each other, each full of outdated information. The Heaven in a Heartbeat campaign was designed to address these disparities and provide a starting point for establishing the region’s tourism offering under one brand.
The website’s long-term aim was to develop a new, central location for all the region’s events and activities, and provide an enhanced user experience. We created a website structure that organised Newry, Mourne & Down’s tourism offering into four broad themes – Wild Outdoors for the adrenaline junkies, Game of Thrones for the fans, Paths of the Ancients for history buffs, and St Patrick’s Heartland for the spiritually minded. This was refined through user testing which informed the construction of our user interface. The result? Heaven in a Heartbeat makes liberal use of white space to frame breath-taking videos and imagery. We built a fully customised, secure and robust CMS system that allows the client to control the content on their website. It’s designed to scale, allowing new tranches of content to be added with ease, while preserving the beauty of the design.
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. The website provides a central location for everything a visitor needs to know about the region. The associated awareness campaign is an ongoing project that includes targeted search advertising, paid social advertising on Facebook and Instagram, and out-of-home throughout Northern Ireland. The message is unmissable – whatever your idea of heaven, you can experience it here.