The Dubline is Ireland’s oldest and newest discovery trail. It’s a walking route from Trinity College to Kilmainham, taking in some of Dublin’s finest attractions. Fáilte Ireland required us to develop a suite of consumer materials from the trail concept, enabling visitors to discover The Dubline’s delights for themselves.
TOTEM started with Fáilte Ireland’s strategic planning process for the Dubline brand, and developed a host of products that would not only prove useful to tourists on the ground, but ensure maximum impact for the concept among consumers.
We began by creating a user-friendly brochure that included a fold-out map visitors could take with on The Dubline. The route is broken into six clusters, which we colour coded (this served to provide a visual link between areas on the map and the corresponding brochure pages). The map itself uses 3D illustrations of the main attractions, bringing it to life and making the attractions easy to recognise.
We also adapted the map to desktop pad for accommodation providers, so visitors could literally personalise their journey with notes and tips. Door stickers and a web badge were also created for attractions ahead of the street signage. Together, our materials helped bring a new discovery trail to life in the city.