Waterways Ireland

Waterways Ireland is responsible for the development and promotion of over 1000km of inland navigable waterways. While recreational boat use remains a core activity, they have recognised the tourism potential of the navigations. 

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Maxmedia was tasked with creating a powerful content strategy for Waterways Ireland: transform the waterways into the ultimate holiday experience, both on and off the water. Our challenge was to introduce this geographically expansive product as a holiday destination. 

Identifying the “weekend warrior” holidaymaker as a high potential market, we broke down the vast geographical network of waterways into short stay destination hubs. Each hub was selected for its proximity to tourism products, making them more appealing and accessible to holidaymakers. 

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Who  knew that the success of the waterways as a tourism destination would all come down to what’s on dry land? With a content strategy defining the locations and their tourism product attributes, we developed a suite of motivational assets tailored to each hub. This integrated package – spanning articles, social media, print, imagery, and video – was strategically aligned with key audience interests.