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Cuilcagh Boardwalk
Brand & Website Development
Delivering a digital conservation solution for Ireland’s Stairway To Heaven.
Brief
The Sheridan family, the third-generation owners of the Cuilcagh Boardwalk approached Mitso to help develop Cuilcagh Boardwalk’s first ever brand identity, and to create a new online car park booking system as part of renewed conservation efforts to protect the Boardwalk for generations to come.
Goals
A new booking system
Build a new user-friendly website, offering a new consumer touchpoint for the brand and facilitating online bookings
Generate awareness of conservation efforts
Design and deliver assets to disseminate information about conserving the Cuilcagh Lakelands to visitors
Community and stakeholder engagement
Engage local councils, media, tourism bodies and partners to build support for conservation efforts
Build an official online presence
Help spread the important message to help Keep Cuilcagh Beautiful through the management of social media channels and organic social content
Solution
Mitso began by creating new brand concepts for the Boardwalk, considering its history and heritage and the Insta-worthy tourist landmark it has grown to be. The new brand scheme pays homage to the earthy tones of the natural landscape and new brand guidelines were rolled out across Cuilcagh’s new online booking platform and social channels to create a consistent brand presence.
We created a bespoke, functional and user-friendly online customer booking system to enable the Sheridan family to easily manage car park bookings and footfall on the Boardwalk during busy seasons
Mitso also managed a digital and PR launch campaign to generate mass awareness of the new system and to promote its core conservation message, engaging with key stakeholders at Fermanagh & Omagh District Council and Cuilcagh Lakelands to amplify the message across their own channels.
We also made the 11km trek once or twice ourselves to capture new high-quality photography and videography assets for use across website, social media and brand collateral.
Within one year of launch
7,000 bookings within first year
Over 14,500 new social media followers
225,000 views on the site since launch
11% E-commerce conversion rate
Social Advertising Reach of 1 million
2.6 million impressions
16 pieces of press and social coverage secured
Suite of photography and video assets created
Driven by Digital.
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