Wild Atlantic Way to Work — The case for an ambitious inter-agency reboot campaign
I believe there is an opportunity to help fuel Ireland’s post-COVID recovery through a simple collaborative campaign that inspires people to relocate to the west coast of Ireland.
Here’s how it fits into the current Zeitgeist, why it would deliver a broad range of socio economic benefits including to cities like Dublin, Cork and Limerick, and what would need to happen to make it fly.
The time is right
COVID-19 and the lockdown have caused people all over the world to question life in the big city, and with remote working now mainstream, many are considering moving out.
Big city life has always been a trade off but with COVID-19 I believe the balance has tipped for many. It’s not just the temporary confines of lockdown. There’s also the memory of the empty shelves and the sense of social fragility that came with it. On top of that many of the bars, theatres and shops that made up at least in part for the commute, cost of living and poor air quality, may not reopen and those that do, will feel very different.
At the same time companies are actively encouraging people to continue to work from home; managers have recognised that presence does not equate to productivity; and staff are seeing the benefits and want to continue to do so. All this points to a fundamental shift. Twitter’s recent commitment to allowing employees to work from home “forever” I believe is just a precursor.
If people no longer need to be close to work why stay in a big city that just got even harder to live in?
On the flip side, all along the west coast of Ireland, you don’t just have fresh air and open space. You have a ‘product’ made for that audience.
Lower cost of accommodation; access to high quality broadband; excellent schools; start-ups and corporates crying out for talent; co-working spaces and hubs with plenty of desks to spare and good connectivity via regional airports. Plus, with international travel unlikely to pick up for quite some time, you have holiday homes ready as temporary accommodation for people looking to relocate.
A campaign targeting knowledge workers, be they the nomadic coder or the family of three, living in big cities such as Dublin, London and even New York, showcasing life along the Wild Atlantic Way, inspiring them to make the move and providing the information to help them succeed, would therefore not just fit with the current Zeitgeist. It would help fuel a post-COVID recovery that would benefit a broad base, including the bigger cities such as Dublin, Limerick and Cork. Here’s how.
The benefits would be broad
It would give many people currently living in the big cities a positive roadmap out of this crisis; a better chance of success if they decide to pursue it; and for those that do, the potential for a better quality of life.
It would help rural communities make up for some of the tourism revenue shortfall, improve the viability of hospitals, schools and other shared services, and in the long run, smooth out seasonality of their local economies.
It would also attract employees for the many high potential start-ups and corporates based along the west coast crying out for talent.
And for cities like Dublin, as population growth is expected to continue, it would give them time to breathe and play catch up on infrastructure and housing, enabling a more balanced roadmap and ultimately a better quality of life for its residents.
For government, it is an opportunity to grab the moment, paint a positive picture of a post-COVID-19 outcome, and through cross-agency collaboration, deliver a super cost-effective campaign with broad benefits for everyone. Here is what I think is needed to make it a success.
Collaboration is key
For this to work, it requires a level collaboration between a broad range of stakeholders — Fáilte Ireland, Tourism Ireland, Enterprise Ireland, the IDA, local authorities and community groups — all playing to their strengths, working under one overall campaign umbrella, with funding available for each to activate the elements that they do best.
In my experience, Fáilte Ireland’s strength lies in telling a lifestyle story which this essentially would be. They, in my opinion, should therefore lead on the campaign creative with Tourism Ireland, Enterprise Ireland and the IDA co-funding. They should brief a lead creative agency to bring it to life and then everyone can tailor and activate specific elements suited to their target.
Activation will require investment so each agency and group has access to the central campaign and guidelines as well as funding, which they can easily apply for to activate in their specific area as they see fit.
So for example, Fáilte Ireland could run a campaign targeting the digital nomads in Dublin; Tourism Ireland the avid hiker / coder living in London; Enterprise Ireland showcasing the amazing start-ups and infrastructure along the Wild Atlantic Way; and the IDA highlighting to corporates the of-this-time work environment available on the door-step of Europe.
One campaign, activated to talk to different audiences… all looking for what the Wild Atlantic Way already has to offer.
Local authorities could then apply for funding to showcase their specific initiatives within it — the hubs they have on their doorstep, the relocation support available, the schools, hospitals etc.; and local chambers of commerce and tourism groups could do the same for their specific regions and members — the firms looking to recruit, the estate agents offering property, the restaurants, activity providers, local walks etc..
It is a way, through a simple creative message, level of coordination and funding scheme, to have everyone pointing in the same direction and deliver a far far greater impact than everyone going off doing their own thing.
Yes, it would be an unprecedented level of cooperation but for example, Fáilte Ireland and the HSE have recently collaborated on a campaign so there are learnings there. Also, the Wild Atlantic Way is in essence one big campaign idea, executed by others — the NRA, local authorities, community groups etc.. Also, if there was ever a moment that calls for an unprecedented level of cooperation, surely it is now.
Separately it will.not.work.
Yes, local authorities could look to sell an aspirational lifestyle story but show me one that has done it well… and how will they achieve that reach; local community groups can give it a go like we did with Reeks District showcasing local employment opportunities but again, reach and resource is an issue even if competency is not; each agency could do the same, but it would be a massive opportunity lost.
I know it’s bold. But it’s what I believe we should shoot for. Discuss.
