The 'Who'
The Marketing Kerry Partnership is a multi-stakeholder team representing public and private enterprises, tourism, community and economic development interests in County Kerry. Together, we have developed compelling stories, artifacts and brand for Kerry that can be used and reused across multiple platforms, marketing initiatives now and into the future. The new brand and associated activities aim to augment the huge amount of valuable work being undertaken by our valued stakeholders across the region and beyond - it belongs to every individual, every region, every business, and every organisation in Kerry.
The 'Why'
The ultimate objective of the 'Marketing Kerry' project is to position Kerry as a leading destination for business, investment and study, married to its well-established reputation as a world-renowned tourism destination.
The driving force behind this brand project is the county’s future growth. We want to amplify our existing strengths, continuously grow the economy, promote existing businesses and experiences, and to attract people, new business and investment to the county. We want to tell our story in its entirety. For example, we are famous the world over for our mountains, lakes and rugged wild coastline. Our lively towns filled with music and our exciting festivals are celebrated by visitors and locals alike. We now also want to tell everybody about our thriving enterprise scene, digital hubs, innovators and creators alongside our world class education and training organisations which are significantly contributing to job creation and growth in our local communities.
Through our new brand, we are showcasing Kerry in a creative, innovative and inspiring way. We are engaging our local and global audience to embrace the new brand and its promise so that we can all work together to position County Kerry as the place to visit, work, live, study and invest. Our aim is to continuously grow the economy, promote existing businesses and experiences, and to attract people and new business for the sustainable development of the place that we all hold dear in our hearts.
The 'How'
Phase 1 | Research: Funded under LEADER, extensive primary and secondary research to uncover the key characteristics of the county was undertaken. This resulted in a comprehensive ‘Marketing Kerry’ report which was used as the foundation to developing the new brand and marketing strategy.
Phase 2 | Stakeholder Engagement: In depth engagement with stakeholders through workshops and one-on-one meetings to develop brand foundation, brand values,key messaging framework, tone of voice, visual identity (logo, fonts, colours, styles) and their application.
Phase 3 | Developing a digital platform: Engaged extensively with experts in website design and development, copy editing and digital strategy to deliver new discoverkerry.com website. This website will serve as the national and international ‘shop window’ for County Kerry, allowing all stakeholders to engage and bring the Kerry brand to life. The site incorporates all aspects of visiting, living, working, studying and investing in County Kerry.
Phase 4 | Brand Immersion & Engagement: Brand immersion and engagement workshops with the wider industry stakeholders and the people of Kerry is vital in making this brand an international success. The Marketing Kerry Partnership as the appointed Brand Guardians, will manage the ongoing implementation of the brand, content gathering, website and marketing activities to ensure that Kerry’s place brand flourishes. Interacting daily with the businesses and people of Kerry we will grow and create a living brand for Kerry, one that supports and drives the county’s future growth and prosperity.
This project has been developed with financial support from LEADER: North, East, West Kerry Development Partnership (NEWKD), South Kerry Development Partnership; Kerry County Council and the Dept of Rural & Community Development (DIP 2021).
Be a part of the Kerry Story
Our new approach and brand toolkits align to a collective effort in every corner of Kerry and beyond to share our pride and tell the story of this exceptional place. If you want more information on our new brand and want to get involved, get in touch now!
To contact the Marketing Kerry Partnership, email brand@discoverkerry.com
