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A Beautiful Journey

Waterford Greenway

TOTEM were tasked with finding a simple and impactful way of describing and communicating at a glance the spectacular 46km off-road cycling and walking trail that runs the length of the old railway line from Waterford City to Dungarvan.

Cyclist riding on a tree-lined path beneath a natural green canopy tunnel
Waterford Greenway promotional brochure showing cyclists on a scenic coastal path overlooking a bay and green countryside

Simplify

How do you explain the Waterford Greenway to a stranger – someone whose completely unfamiliar with the area and the concept?

That was our challenge for its launch campaign. Once we had helped the team behind the greenway refine their objectives and vision, we had to figure out how to tell its story. We had to find a simple and impactful way of describing the spectacular 46km o-road cycling and walking trail that runs the length of the old railway line from Waterford City to Dungarvan. And communicate at a glance the unique charm and appeal of this must-see attraction.

How? Well, we decided to do it by simply telling the story of A Beautiful Journey.

Billboard advertising Waterford Greenway with aerial view of tree-lined cycling path and text "A Beautiful Journey

Create

We then created an integrated campaign to launch the greenway. We designed a series of national 48 sheet billboards, featuring evocative shots of visitors of all ages immersed in the landscape.

We produced a cinema advert and engaging online video, where a boy and girl cycle from opposite directions to meet each other, encountering a host of well-known local personalities as they pass through the landmarks.

And for the brochure, our design team created a striking illustrated map of the greenway, plotting the entire route from Waterford City to Dungarvan with a series of simple and cheerful icons to mark milestone attractions along the way.

Historic stone viaduct with multiple arches spanning a river lined with trees under blue sky.
Two people smiling while taking a selfie on a grassy waterfront with buildings and cloudy sky in the background

Empower

We didn’t just design a one-o launch campaign for the Waterford Greenway, we established a visual and verbal tone of voice for it too. For improved user-friendliness we used a colour palette, colour coding dierent segments of the Greenway and created a custom suite of illustrations to highlight dierent aspects.

We communicated a vivid sense of place through our selection of imagery that ran, and still runs, through all collateral. And we empowered the team with a brand that continues to arm the Waterford Greenway’s place as one of Ireland’s top-tier outdoor attractions.
Waterford Greenway wayfinding sign showing map of cycling route with station locations, attractions, and distance informationFilm crew posing with camera equipment beside a Viking ship replica and medieval boat on a stone quay

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