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Cross Border Marketing Programme
Start date: Dec 31, 2004, End date: Dec 30, 2007 PROJECT  FINISHED 

This project will enable the twenty companies in the Clusternet Construction Industry Product Cluster to jointly promote and market their products and services to the construction industry. The project will include the development of marketing literature and joint exhibition at the appropriate trade fairs. The group will also be encouraged to focus on examining cross border trade opportunities. Achievements: The project partners of the Glens and Lakelands cross-border marketing initiative included the Causeway Coast and Glens, Fáilte Ireland North West & representatives of the tourism trade in Counties Cavan and Monaghan, Tourism Ireland and the Northern Ireland Tourist Board. The aim of the project was to create a cross-border network to enable co-operation between tourism development and marketing agencies and to increase competitiveness and sustainability of tourism businesses in the Glens and Lakeland areas of the north east through enhancing the existing infrastructure.The most appropriate markets in terms of access for visitors, which the project identified, were the island of Ireland, the UK, France, Germany, the Netherlands and North America. Print/newspaper media, radio and TV advertisements, together with the dedicated website, were the platforms used to sell the very best of what the region has to offer. The Brilliant Ireland brochure was distributed through Tourism Ireland Offices overseas and via a dedicated office based in Dublin Tourism. A new photographic library featuring the best of the Region was unveiled during the project and gave a platform for journalists, media and the tourism industry to reflect thebeauty of the Region though photography. As part of the project, destination brochures were also produced for Cavan and Monaghan. The evaluators reported that there was marked increase in visitors to the area through the statistical research he undertook on behalf of the project. In the wider context the project has shown positive results in terms of increasing market share of visitors, adding to tourism spend in the Region, increased booking and bed nights, etc. The product packages developed under theproject have now become part of the mainstream initiatives. In addition, an excellent informative and interesting website was developed with an average of 3,000 visits per month in 2007.Don Wilmont, Chairman of the project, said “The Causeway Coast was delighted to participate in this inaugural cross-border joint marketing initiative. We had a range of networking opportunities with our Southern partners and the endorsement of the project by the Northern Ireland Tourist Board, Fáilte Ireland and Tourism Ireland gave further added value to selling this Region in both the domestic and overseas marketplace.”
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  • 75%   393 750,00
  • 2000 - 2006 Ireland - Northern Ireland (IE-UK)
  • Project on KEEP Platform