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 off-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.
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.
We didn’t just design a one-off 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 different segments of the Greenway and created a custom suite of illustrations to highlight different 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 affirm the Waterford Greenway’s place as one of Ireland’s top-tier outdoor attractions.