Donegal, Ireland's northernmost county, is embraced by the Atlantic Ocean on one side and separated from the rest of the Republic by the border with Northern Ireland on the other. This geographical isolation has fostered a sense of being overlooked and underrepresented.
Yet, Donegal has leveraged its isolation to its advantage. In the late 90s and early 00s, its tourism campaign famously proclaimed "Up Here it's Different," capitalizing on its distinctiveness. However, while this inherent uniqueness positions Donegal as a hidden gem in Irish tourism, it's not adequately reflected in its branding identity.
Progress has been made. Donegal earned the prestigious title of Coolest Place On The Planet by National Geographic Traveller Magazine in 2017. The Wild Atlantic Way, a coastal driving route, boasts a recognizable and well-crafted identity. However, its focus primarily on the coastline neglects the myriad attractions within the county's interior.
Recent reports indicate that Donegal isn't reaping the full benefits of the Wild Atlantic Way compared to other regions along the route. With this in mind, I've developed a new identity for the county. Donegal merits an identity that celebrates its uniqueness and rebellious spirit. It should boldly proclaim, "This is Donegal," emphasizing its affinity with the sea, rugged landscapes, and newfound coolness.
Donegal Tourism Ltd. Brochure, 2016
