UP HERE IT'S DIFFERENT
Donegal, Ireland’s most northerly county, is uniquely shaped by the Atlantic Ocean on one side and the border with Northern Ireland on the other. This geographical isolation has fostered a sense of being overlooked and underrepresented—yet Donegal has turned its isolation into a strength.
In the late 90s and early 00s, Donegal’s tourism campaign famously proclaimed "Up Here it’s Different," embracing its distinctiveness. However, despite this inherent uniqueness, Donegal’s branding identity has often fallen short of fully capturing its essence.
Recent progress has been made. In 2017, Donegal was named "Coolest Place On The Planet" by National Geographic Traveller, and the Wild Atlantic Way route has given the county a solid coastal brand identity. However, the Wild Atlantic Way’s focus on the coastline overlooks the vast cultural, historical, and natural wonders in Donegal’s interior.
Despite this, reports indicate that Donegal isn't capitalizing on the Wild Atlantic Way as effectively as other regions. This gap presents an opportunity to redefine Donegal’s tourism identity—a brand that speaks to its rebellious spirit, rugged beauty, and deep connection to the sea.
With this in mind, I’ve created a new identity for Donegal: one that boldly says, “This is Donegal”. It celebrates the county’s unique geography, rugged landscapes, and newfound coolness, establishing a tourism brand that is unapologetically distinct, authentic, and powerful. Donegal deserves a brand that doesn’t just sit in the shadow of the Wild Atlantic Way, but stands proudly on its own as a destination with a story, an attitude, and a connection to the sea unlike any other place on the planet.
Donegal Tourism Ltd. Brochure, 2016
