Marketing Limerick Greenway as a Destination

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Agency

Springboard Communications

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Develop, activate, and manage integrated communications campaigns for the 40km Limerick Greenway (LG) and position West Limerick as a destination of choice for solo adventurers, couples, families, fitness enthusiasts and cyclists.

This ongoing campaign is set up to adapt as priorities evolve, but the Greenway was promoted as a destination by:

Continuously rolling out innovative PR campaigns targeting media, influencers, and bloggers to maximize visibility.
Organizing media trips to elevate the profile of the Greenway and increase visitation and engagement.
Developing engaging content for owned, earned, and paid media, including, website, social media channels and digital and out-of-home advertising.

We are now recording 600,000 annual visits on Limerick Greenway, our local stakeholders are engaged with our work – even working directly with Springboard Communications to collaborate on the promotion of their own organizations’ on or near Limerick Greenway – and West Limerick is a hub of activity.

Visitor numbers rose to over 1.5M

Limerick Greenway is one of the top tourist attractions in Limerick.

Positioned as a key tourist destination in The Irish Times “Fifty great things to do with your family this summer” and among key stakeholders as demonstrated in Discover Ireland’s “5 great greenways to try this year” listing.

Digital campaign has driven visits with 20% of people surveyed saying they discovered the Greenway via one of the dedicated social media channels.

Marketing Limerick Greenway as a Destination

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