County Wexford ’s first cross sector marketing campaign was launched on Wednesday last in the Ferrycarrig hotel. ‘Marketing Wexford’, chaired by Celtic Managing Director, Philip Scallan launched this multi-faceted campaign to promote County Wexford. The impressive audience was made up of County Wexford business people and local authority representatives.
Philip Scallan began by outlining the concept behind the campaign and highlighting the need and benefits of attracting people to come to Wexford to live, work, visit and set up business. He went on to describe how ‘Marketing Wexford’ engaged in a brand development and marketing strategy for the county with the help of New Ross based Marketing Agency Angel. Market Research was undertaken by leading experts Lansdowne Market Research. From this a communications campaign entitled “The Joy of Wexford” was developed focussing on the benefits that Wexford enjoys as a result of being the county with the most sunshine in Ireland.
Unlike all the other county promotional campaigns currently being aired this strategy focuses, not on the individual features on offer in County Wexford, but on the emotional experience. The Lansdowne Marketing Research showed that 76% of people surveyed felt that their last trip to Wexford made them feel happier and 57% of business people said that their last trip to County Wexford had a positive effect on their business.
Having outlined the benefits that would be enjoyed by the County Wexford Businesses Sector and Tourism Sector as a result of the campaign, it was revealed that the multi-faceted promotional campaign would involve television, radio, press, magazine, and online advertising as well as public relations activities. In his speech, Councillor Pat Codd, Chairman of Wexford County Council acknowledged that people sometimes underestimate the attractiveness of County Wexford and that this campaign will raise awareness nationally of what it has to offer.
The Chairman of the Griffin Group, Liam Griffin made a rousing speech about the potential for substantial growth and development in the county if a collaborative approach is taken. He complimented the ‘Marketing Wexford’ group on their strategy and he stressed that its goals can only be achieved if people take the initiative and commit to supporting what it is doing for County Wexford.
One of the elements of the year long campaign is the ‘Joy of Wexford’ television advertisement which will be aired in October on TV3 and again in March on RTE and TV3. This was launched at the event and was received very positively by attendees. The radio campaign with a voice over by Wexford actor Garrett Lombard will be aired in October.
Marketing Wexford Chairman, Philip Scallan said “we were delighted with the response in particular the depth and breadth of representation from each town and village in the county. They, like us, acknowledge that there is a real need for the County Wexford business and tourism community to take action and to raise awareness of what the county has to offer as a business location and tourism destination”. He added by saying “if the county is to become more competitive, consolidate what it has, and attract more investment and visitors we need the co-operation of the business and tourism sectors and need them to contribute towards this campaign”.
If you are interested in learning more about the campaign and how you can help please email info@joyofwexford.com or visit www.joyofwexford.com.
Marketing Wexford is spearheaded by Wexford Chamber, Wexford Tourism and a selection of high profile Wexford businesses.
