At the launch of the Adare brand were Elaina Fitzgerald, Chairperson of Irish Tourism Industry Confederation; Mayor of the City and County of Limerick Councillor Francis Foley and Eileen Coleman, Senior Executive Officer Tourism, Limerick City and County Council. Pic. Brian Arthur
The Adare brand incorporates the meaning of Áth Dara, “The Ford of the Oak” and its aim is to capture Adare’s special charm and create a platform to tell its story ahead of the 2027 Ryder Cup.
The picturesque village of Adare is teeing itself up to maximise the opportunity of and create a legacy from one of the world’s greatest sporting events with the launch of its own brand, four years out from the 2027 Ryder Cup.
The stunning 13th-century village that has long since been a favourite on the national tourism map had its new market-facing identity, developed by Limerick City and County Council, officially unveiled by Mayor of the City and County Council Francis Foley at an event attended by business, sporting and community representatives.
“Adare is an incredibly special place that is loved by visitors from near and far,” said Mayor Foley, continuing, “In the past, it may have been best known as a very pleasurable stop for tourists on the way to Kerry but in latter years it has emerged as a superb destination in its own right.”
The brand leverages off the award-winning Limerick brand, ‘Atlantic Edge European Embrace’, unveiled in early 2019 by leading international marketing experts M&C Saatchi, who also delivered the new localised Adare brand.
It is inspired by the meaning of Adare, “The Ford of the Oak”, with the design centring on the oak leaf and acorn, through the branching veins of the leaf. The typography, as well as the colours, tie Adare to and celebrate the Limerick brand identity.
The objective of the new brand for the village, which in addition to its aesthetic and heritage renown is also consistently one of the leading performers in the national Tidy Towns Awards, is to capture Adare’s special charm and create a platform to tell its story.
The Limerick City and County Mayor said it is important Adare and the wider Limerick region “readies itself so that there is a positive and lasting legacy” with the Ryder Cup coming in 2027 and “the launch of this brand is a key moment in that”.
The branding will help widen the meaning and recognition of Adare to drive positive engagement from potential visitors, encouraging them to explore, indulge, play and stay in the celebrated village.
This will be done through promotional activity, not least across the refreshed website adare.ie and #discoveradare.
Mayor Foley added, “Adare is a superb tourism product and has a great story to tell. This brand, the website and other materials is the telling of that.
“The people of Adare and Limerick City and County Council deserve huge congratulations on this initiative and no doubt, like the great Oak that the name comes from, this will stand the test of time very positively.”
Eileen Coleman, Senior Executive Officer for Tourism, Culture & Arts at Limerick City and County Council said, “If you think Limerick it’s not long before you think Adare. It’s one of the great tourism assets of our county, a village that has its own very special appeal so it’s only right that we would capture this in a brand befitting what is a unique offering.
“We’ve had a really enjoyable journey to today as it enabled us revisit the very special DNA of this village and all it has to offer. That reaffirmed to us just how special the product is and that it’s something we should be shouting from the rooftops about. Adare embraces the best of what Ireland is. It is historical, welcoming, is a superb location for adventure and activities, a place to be spoiled. That’s something we should celebrate.”
Set on the River Maigue in unspoiled countryside, the village is renowned for its rich heritage, from the Desmond Castle set on the banks of the river, to the Trinitarian Monastery, Augustinian Abbey and thatched cottages. It has a much-celebrated culinary culture, with award-winning hotels, restaurants and cafes.
It is also home to three hotels, the Dunraven Arms, the Woodlands House Hotel and Adare Manor, which will host the Ryder Cup in 2027 and which was last year voted the best resort in the world by the readers of Condé Nast Traveller.