Limerick Greenway as a Destination
Integrated communications campaign to launch and promote Limerick Greenway as a tourist destination of choice.
We are proud to be the agency of choice for Ireland’s Greenways, having launched the Waterford Greenway (2018) and Royal Canal Greenway (2020). In 2021, we were appointed to 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 adapts as priorities evolve, but we have successfully promoted the Greenway as a destination by:
- Continuously rolling out innovative PR campaigns targeting media, influencers, and bloggers to maximise visibility.
- Organising 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.
“Limerick Greenway is the biggest outdoor tourism amenity project ever undertaken by Limerick City and County Council. As such, any communications about it needs to speak to local and national audiences and partnering with Springboard Communications ensured this happened. Such was the success of Limerick Greenway’s launch, Springboard Communications is now our communications partner for Limerick Greenway following a competitive tender process.
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 organisations on or near Limerick Greenway – and West Limerick is a hub of activity.
We truly value the work done by our Springboard Communications team since that first launch year. They come at every communications avenue with a can-do and common-sense attitude; they’re a team we love to work alongside.”
Eileen Coleman, Senior Executive Officer at Limerick City and County Council
1.5
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.
