The Waterways Ireland Marketing Strategy 2012-2017 has been launched by Minister Carál Ní Chuilín MLA, Minister Jonathon Bell MLA , and Minister Dinny McGinley, T.D. in Waterways Ireland’s Enniskillen Headquarters.
Waterways Ireland has a legislative requirement to engage in promotion, including marketing & development of the tourism and commercial potential of the inland waterways for which it is responsible.
In this context from the outset Waterways Ireland recognised that in order to enhance and develop the potential of the waterways, a solid platform for sustained market development was required. The previous strategy was put in place in 2007.
The 2012-2017 Waterways Ireland Marketing Strategy builds on the progress of the previous strategy and prescribes strategic objectives for the future of the organisation. Marketing programmes have also been developed covering the remit of communications, product development, visitor services, promotions, branding and research.
Speaking about the strategy Director of Marketing & Communications Martin Dennany confirmed “Marketing the inland waterways has brought increased dividends for both the communities and businesses along the waterway corridors. The 2012-2017 Marketing Strategy will build on the foundation established and continue to bring a focus on the wonderful resource that is the waterways. We will continue to work in partnership with our colleagues in Northern Ireland Tourist Boar, Fáilte Ireland and Tourism Ireland on the delivery of the tourism aspects of our programmes”