LAKELANDS AND INLAND WATERWAYS LAUNCHED AT THE EARLS COURT BOAT SHOW IN LONDON

Waterways Ireland and Fáilte Ireland launched a new and exciting development in the promotion of Ireland's waterways last Friday (30th November) in London. The development involves a marketing and product campaign of some €2.5m over the next 3 years.

Initially a number of marketing aids are being brought to the market and include a guide, map, DVD and website. These marketing aids are the fruition of work by a partnership of tourism organisations including Waterways Ireland, Fáilte Ireland, Northern Ireland Tourist Board, Tourism Ireland, Fermanagh Lakeland Tourism and Shannon Development which have come together to pool resources, share ideas and develop initiatives. This is but the first stage of a programme of this partnership of agencies.

Mr. Martin Dennany of Waterways Ireland, speaking at the launch of the initiative at the Whyte & Mackay Earls Court Boat Show '07 said, "The benefits to the waterways of this new departure are many; this is the first time that all the various agencies responsible for tourism and product development have come together to market and develop the waterways and their hinterland as a single entity."

Mr. Dennany added, "Economies of scale through the pooling of resources and the elimination of duplication of initiatives are of major benefit not only to the partner agencies but also to the consumer in general. For too long the waterways and their attractions were on the periphery, if not neglected. Now, we are delighted to say they are at the centre of tourism on the island of Ireland."

Mr. Kevin Kidney of Fáilte Ireland said, "It is significant that this initiative covers the 400km stretch from Belleek on Lough Erne in Co. Fermanagh all the way to the Shannon Estuary at Limerick taking in a 30km radius along its route. The involvement of agencies on both sides of the border is welcome and became possible due in part to the nature of Waterways Ireland as a North-South Body but also because of the nature of the 3 connecting waterways themselves."

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Further information from:
Ms. Aoife Morrissy, Marketing and Communications, Waterways Ireland,
00 353 71 9650787 or 00 353 87 9918412.

Date: 02.12.2007 PR07015

Martin Dennany, Director of Marketing & Communications, Waterways Ireland with Marie McCormack, Fáilte Ireland East and Midlands at the launch of the "Lakelands and Inland Waterways" at the Earls Court Boat Show in London on Friday 30th November.