Given the Burren’s elite and unique status in Ireland and internationally – and given the vast array of stakeholders and vested interests involved in this famous destination, the task was a sensitive and stimulating one. It involved charting and executing a multi-phased process with particular emphasis on implementing meaningful consultation with, and winning buy-in from, many stakeholders while working closely with a very engaged executive and steering group. The Geopark’s audiences included residents and visitors, tourism/sustainable tourism organisations and providers, political and civil society organsiations, business and enterprise, arts and craft bodies and providers, public bodies, media and national and international peers.

At the time, the Burren and Cliffs of Moher Geopark had successfully negotiated the first phase of its existence which was about launching the organisation, and raising awareness of its mandate and focus. The high-profile designation as a UNESCO Global Geopark and its tighter alignment with Clare County Council, pointed to a significant shift in its journey and a strengthening of the organisational equity it needed to achieve its key goals.

The Burren is such a high-profile and unique destination, it has many stakeholders across different state of society all who feel a passionate and different kind of ownership. The brand and messaging had to be very cognisant of this. Our task was about ensuring the brand and messaging brought authentic meaning and evoked pride and ownership in its multi-layered mission, and cleared a coherent messaging pathway so it could continue to implement its ambitious programme of work. It had to work for the organisation’s multilayered and nuanced functions.This also had to be achieved while sensitively building support locally and engaging in key strategic partnerships.