A TOOLKIT FOR BUSINESS - Celtic Routes
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A TOOLKIT FOR BUSINESS
CONTENTS
4 Introducing Celtic Routes
6 Why Celtic Routes?
9 What is it?
10 Who is it for?
12 Celtic Routes in a nutshell:
Our story
14 Our brand
16 Celtic Routes Tone of Voice
18 Celtic Routes Map
20 Celtic Routes: Beacons
26 Celtic Routes: Moments
32 Celtic Routes: Themes
46 Promoting the Celtic Routes
48 Let’s Get Practical
/Pethau Bychain
50 Brand Assets
52 Celtic Routes Pledge
OUR LAND IS MADE 54 Celtic Routes Contacts
OF THE SACRED THREE.
WE INVOKE YOU SKY
AND LAND AND SEA. Abereiddy,
Pembrokeshire
2 3
INTRODUCING
CELTIC ROUTES Celtic Routes is a joint project between What you’ll read has been informed
Carmarthenshire and Ceredigion by visitor perception research, partner
County Councils, Pembrokeshire workshops to identify shared themes,
Coast National Park in West Wales audits of the natural, cultural and
and Waterford, Wexford and Wicklow heritage assets in each of the 6
County Councils in South East Ireland. counties and market research to
gather intelligence on target markets.
Its purpose is to boost visitor numbers
and spend in the less-explored areas To help us develop a clear and
that lie along the major transit routes compelling offer, we’ve also been
between entry points and the well- speaking to potential stakeholders across
known tourism ‘honeypots’ beyond. the partnership counties. We’re grateful to
everyone who has taken the time so far
The project is worth €1.99m and is being to share their advice and experience with
part-funded via the EU’s Ireland Wales us, and we look forward to hosting more
Cooperation Programme 2014-2020. workshops to communicate opportunities
to work together and to circulate project
The Celtic Routes project was launched
outcomes and learning.
in October 2019 and the first phase will
continue until March 2021. In these pages, we describe our
target visitor type, present the brand
This toolkit is an introduction to
model that defines the Celtic Routes
Celtic Routes for tourism businesses,
proposition and the brand narrative
destinations, stakeholders and the
that captures the Celtic Routes spirit.
travel trade. It summarises the
Celtic Routes proposition and is But this isn’t just about the brand. We also
intended to be a foundation for future include sample copy for a selection of the
development and marketing activity. experiences nominated so far and some
simple suggestions of how you can start
your Celtic Routes journey with us.
Avoca Valley Foraging,
Co. Wicklow
4 5
WHY
CELTIC ROUTES?
We have a tale to tell you. The Celtic Routes project has been
developed to bring together and
A tale of two nations separated by promote the similar natural, cultural
sea yet sharing an indestructible bond. and heritage assets common to each
of the 6 partnership counties in order
Two nations with the same ancient
to increase visitor numbers and
blood coursing through our veins,
maximise income retention in the
whose histories have been shaped
respective local economies. Although
by the same influences.
these counties are all successful tourism
Two nations that both still see the destinations in their own rights, the
wonder of the natural world and forming of this partnership is seen as
use it to bring balance and harmony key to encouraging existing and new
to our busy world. visitors to explore much wider areas,
away from the major transit routes
Two nations that will meet in sporting and well-known tourism ‘honeypots’.
rivalry, but celebrate each other’s
victories and commiserate each
other’s losses together.
Two nations that both love a good
story, putting our own melodic lilts
on the way we tell it.
And two nations that will welcome
you as a stranger, but make sure
we’ll part as friends.
Llansteffan,
Carmarthenshire
6 7
CELTIC ROUTES
WHAT IS IT?
Celtic Routes is a branded collection
of tourism experiences that encourages
visitors to Ireland and Wales to discover
their Celtic spirit by offering a number
of immersive and authentic Celtic
experiences in West Wales and South
East Ireland.
Trá na mBó, Co. Waterford
Slieve Coillte,
Co. Wexford
8 9
WHO IS IT FOR? Our market research shows that Celtic Routes is likely to be appealing to
visitors from the UK, Ireland, France, Germany and the United States, who have
OUR TARGET VISITORS
already visited Ireland or Wales, or are currently visiting Ireland or Wales or are
considering a visit to Ireland and Wales. These are our primary markets.
AND PRIMARY MARKETS
Of course, Celtic Routes is likely to attract visitors from around the world. But by
focusing our promotional activity on the above markets, we’ll make sure that we
get the best possible return for our efforts and investment.
It’s important to know something about CULTURAL EXPLORER ACTIVE EXPLORERS ACTIVE FAMILY EXPLORERS
your potential visitors so that you can
target your marketing effectively. You Couples, mainly 40+. Mostly middle Couples, singles and groups Mostly middle class,
can also ensure that your offer fits with class and higher income. of friends. Wide a age range. with children under 15.
these visitor types. These are the visitor
types Celtic Routes will be targeting: What are they looking for? What are they looking for? What are they looking for?
A good range of historical attractions, Looking to get off the beaten track and Looking for lots to do, fun,
interesting towns and cities and are motivated by activities, sightseeing adventure and activity, exploration
beautiful scenery. Interested in the and unspoilt coast and countryside. and discovery in order to make the
local way of life and culture and most of their time together.
having authentic experiences.
New Quay, Ceredigion Kilfarrassy Beach, Waterford St David’s Cathedral, Pembrokshire
10 11
CELTIC ROUTES IN A NUTSHELL:
OUR STORY
They say travel broadens the mind. Follow Celtic Routes and you’ll take
But some journeys do much more. roads less travelled to lands that
They let you see the world through still follow the pulse of the changing
different eyes. To see a living connection seasons. You’ll discover ancient crosses,
with nature. To see history and legend castaway chapels and sacred stones.
come together in spiritual places. To see You’ll hear the rhythms of the natural
balance and harmony in our busy world. world in the lilt of our voices as we tell
tall tales of saints and sinners. You’ll
These journeys are Celtic Routes. explore untamed landscapes that
inspire everyday adventures. You’ll find
For the ancients, every mountain, river,
colourful villages where people have
tree and stone was imbued with a
time for you and for each other.
natural spirit. They lived in harmony
with these spirits and created a way Each of the Celtic Routes takes you closer
of life that goes with the natural grain. to the coast and countryside, the people
and the places, that shaped a rich
This way of life lives on in West
culture still shared by two countries.
Wales and Ireland’s Ancient East.
A culture that has always valued a
warm welcome for travellers and a
fond farewell for new-found friends.
Sugarloaf,
Co. Wicklow
12 13
CELTIC ROUTES:
OUR BRAND
At the heart of the Celtic Routes model is Wal
es
the brand idea: Discover the Celtic spirit. &I
ies re
la
tor nd
This is the big idea that brings everything S .
g
together, but isn’t a strapline and will never
n
Pa
ri
appear on our website or in a brochure
VALUES
st
pi
Ins
Co
&
(apart from here!). It will inspire all our d
rie n
Pre
communications, however.
o
sen
ne
St
cte
The brand idea is supported by the
t
brand values, which are the recurring
d
themes that will guide all Celtic Routes
marketing activity and any product
development initiatives.
DISCOVER THE
CELTIC SPIRIT
The brand experiences define the things IDEA
that Celtic Routes needs to deliver to
visitors. These help us to select the best-
Unta
fitting products to build Celtic Routes on.
y
Na
r
ur
ve
o
me
al sc
t
er
Di
ng
dn
Lo
at
ur
ay
Re
e.
.
St
THE EXPERIENCE al
p er
pe
o ple dee
Go
Wildfowl Reserve, Co. Wexford
14 15
CELTIC ROUTES
TONE OF VOICE
Our approach to language and AUTHENTIC
messaging as well as our tone needs The Celtic people are grounded. Very
to speak to the explorer in all of us. We real, earthy and honest. Ancient Celtic
want to draw them in and pique their values of loyalty, justice and courage
interest. To some extent our personality highlight these admirable traits. The
needs to reflect theirs – a tone and Celtic Routes brand must speak the
style that explorers are engaged with truth and must not use flamboyant
and inspired by. language and should not exaggerate.
Let the natural wonder of the Celtic
Our tone and style are inspired Routes do the talking.
by the pillars of the brand.
So, our tonal values are: MYSTICAL
Contemporary, Informative, The Celts were very spiritual people.
Authentic, Mystical, Engaging They had huge respect for their natural
environment. They worshipped the
CONTEMPORARY gods of the land, of the seas and of
The Celtic Routes is a new tourism the sky. The Celtic Routes brand needs
experience bringing Celtic culture to a to tap into this spiritual element, to tell
new audience. It will obviously cover the the stories of the myths and legends of
rich Celtic history of these six counties, this part of the world and inspire the
but it should bring to life how this celtic visitor to immerse themselves in these
heritage has shaped how we are now, magical lands.
and how we will live in the future.
ENGAGING
INFORMATIVE A big part of the Celtic Routes experience
The Celtic Routes is a curated travel is meeting the Celtic people. Our brand
experience. So, whilst we want travellers should speak like these people. Natural
to discover it for themselves, we need to storytellers with a Celtic lilt. Our tone
point them in the right direction. should be warm and natural and
wherever possible our style should be
conversational, creating a sense that we
are telling stories directly to the reader
not just using the usual tourism clichés.
Llyn y Fan,
Carmarthenshire
16 17
Bray
CELTIC ROUTES
MAP
Wicklow
Town
WICKLOW
IRISH SEA
Aberystwyth
Enniscorthy
WEXFORD
CEREDIGION
Cardigan
Wexford Town
Rosslare
Waterford City
W AT E R F O R D
PEMBROKESHIRE CARMARTHENSHIRE
Tramore
Haverfordwest
Carmarthen
Llanelli
C E LT I C S E A Swansea
18 19CELTIC ROUTES BEACONS A ‘Beacon’ can be an attraction, activity, experience or event, but should meet at least 5 of the following criteria: • Is immersive • Involves the land, sea or nature • Tells a story of the place • Tells a Celtic story • Has history or heritage • Is authentic • Enhances provenance • Connects Wales and Ireland The Celtic Beacons are the places where you’ll find the sights, sounds and stories that shaped our parts of the world. Each Beacon will reveal a snapshot of a particular moment in our history, whether it was 2,000 years ago, 200 years ago or in living memory. But as you piece these together, you’ll gradually build up a full picture of the regions and people we are today - and are likely to be in the future. Naturally, some of these places are our tourism ‘crown jewels’. But many of them you’ll only find by taking roads less travelled, by switching off the sat-nav and relying on your own instincts (and maybe a good old-fashioned map). Because the more off the beaten track you go, the better you’ll get to know us. You might even end up making your own Glendalough, Celtic Routes. Co. Wicklow 20 21
EXAMPLES OF
BEACONS
LLYN Y FAN FACH ABERYSTWYTH PENTRE IFAN BURIAL CHAMBER COPPER COAST
AND THE BRECON BEACONS CEREDIGION PEMBROKESHIRE UNESCO GEOPARK
CARMARTHENSHIRE CO. WATERFORD
Aberystywyth, meaning ‘The Constructed from the same Preseli
You’ll find the enchanting glacial lake mouth of the River Ystwyth’ and more Bluestones used on its ‘big brother’ The Copper Coast gets its name
of Llyn y Fan Fach at the western end affectionately known as ‘Aber’, has a at Stonehenge, Pentre Ifan, near from the vast mines that operated
of the Brecon Beacons National Park. valid claim to be the Celtic capital of Newport (Pembrokeshire) also in the area during the 19th century,
The lake is associated with the 14th- culture in Wales. As well as being a shares the same sense of mystery which left behind a spectacular
century legend of the ‘Lady of the Lake’. university town, it’s also home to the about its true purpose. It’s generally archaeological and cultural legacy.
In this tale, a young farmer marries a National Library of Wales, which sits considered to be a communal burial It extends for some 17km from
beautiful woman who has emerged in an impressive building overlooking chamber, but no traces of bones have Kilfarrasy in the east to Stradbelly
from the lake, with a promise that he the town’s bay, ancient hillfort and ever been found here. An alternative in the west and was designated a
would not strike her 3 times. Having castle ruins. The complex also houses theory suggests it’s a more elaborate UNESCO Global Geopark in 2004.
been struck by him 3 times (though the Centre for Advanced Welsh and version of a standing stone and the Its rocks and geosites tell the story
never in anger), she duly returns to Celtic Studies and there are regular builders were simply showing off their of how undersea volcanoes, deserts
the lake. She returns briefly to instruct exhibitions, talks and tours to explore skill. Whatever the real answer, there’s and ice sheets all played their parts
her sons, who go on to become the vast archives and collections. no doubt Pentre Ifan is an impressive in creating the landscapes that you
doctors, known today as the Aberystwyth Arts Centre is a focal feat of ancient construction methods. see today. The human story explains
‘Physicians of Myddfai’. point for showcasing contemporary The giant 5m-long, 15-ton capstone, how the people of the region have
Welsh language and international precariously balanced on three had an unbreakable connection
Below the hills lies the picturesque culture across all art forms, including uprights, has managed to remain with these landscapes from ancient
market town of Llandovery. It’s home to theatre, dance, music, the visual arts, in place for over 5,000 years. times to the present day.
a 5-metre high stainless-steel statue of storytelling and comedy.
Llywelyn ap Gruffydd Fychan. Known as
the ‘Welsh Braveheart’, he was executed
here by Henry IV as punishment for his
support of Owain Glyndŵr.
Pentre Ifan Burial Chamber,
Pembrokeshire
22 23EXAMPLES OF
BEACONS
IRISH NATIONAL BRITTAS BAY
HERITAGE PARK CO. WICKLOW
CO. WEXFORD
One of the finest expanses of shoreline
What better way to discover the on the east coast, Three Mile Water
heritage of Ireland than immersing at Brittas Bay is thought to have been
yourself in the sights, sounds and s the initial landing point of St Patrick in
tories that shaped the nation? Set in Ireland. With no headlands to disrupt
40 acres of atmospheric woodland the gentle rhythm of the waves
just outside Wexford town, the Irish breaking on the sand, this 5km
National Heritage Park provides a stretch is perfect for bathing, sailing
unique opportunity to experience and walking. For six weeks of summer,
over 9,000 years of Irish history. Brittas Bay is nature’s playground for
Journey through prehistoric Ireland, children, who can race through the
early Christian Ireland and the age of dunes and emerge straight onto the
invasions by the Vikings and later, the beach. But the rest of the year, the
Normans. Explore careful recreations beach is, by and large, the ideal
of buildings and settlements to see how place for monkish solitude and
Ireland’s earliest settlers lived, worked contemplation.
and fought. Forage like a prehistoric
farmer, throw an axe like a Viking
and even spend a night in a
medieval ringfort.
Brittas Bay,
Co. Wicklow
24 25CELTIC ROUTES
MOMENTS
A ‘Moment’ really showcases the Celtic
experience. There are places and times
where the connection with the past,
the land and the spirit is heightened.
We want to share these moments with
potential visitors. Moments should
include a specific location or time of
day/year so that visitors know they are
experiencing the Celtic spirit at its peak.
The Celtic Moments are what you’ll do
to get even closer to our Celtic culture,
by immersing yourself in the world in
which its people lived – and still live.
Perhaps you’ll stand atop a mountain
ridge that looks the same as when our
ancestors stood there over 2,000 years
before. Maybe you’ll experience the
ghostly apparition of a crying child
as you hear tales of the brutality meted
out to prisoners in an 18th-century
prison. Or you might join townsfolk in
marking the end of another prosperous
fishing season with a mock fish funeral.
These are moments that won’t just
make you understand what it is to be a
part of our Celtic culture, but make you
feel it too.
Castell Henllys,
Pembrokeshire
26 27EXAMPLES OF
MOMENTS
FORAGING AT FERRYSIDE ABERAERON MACKEREL FIESTA ST DAVIDS CATHEDRAL ST DECLAN’S WELL, ARDMORE
CARMARTHENSHIRE CEREDIGION PEMBROKESHIRE CO. WATERFORD
The Celts had a spiritual bond with There can’t be many fiestas where a The westernmost peninsula of In the 5th century, St Declan came
the natural world and believed that funeral is the focus of the celebrations. Pembrokeshire is dominated by across the village of Ardmore – it’s
the sea is a source of healing and And probably none where that funeral the city and cathedral of St Davids. said he was guided there by a stone
cleansing, of food and wealth. So is for a 20ft papier-mâché fish. But this Resting place of Saint David, or ‘Dewi carried on the waves - and founded a
what better way to immerse yourself is how the folk of the pretty harbour Sant’ in Welsh, patron saint of Wales, monastery. Its ruins are Ireland’s oldest
in this world than by foraging? On a town of Aberaeron mark the end of the cathedral has stood as a place of Christian settlement. Today, a number
coastal foraging experience along the mackerel season in late August each holiness and pilgrimage for over 800 of sites remain of his monastic city.
Carmarthenshire coastline, you’ll learn year. It’s their way of giving thanks years. In medieval times, it was said
how to find prawns, mussels, cockles, for the continued abundance of the that two pilgrimages to St Davids There’s an 8th-century oratory beneath
wild samphire, sea anemones and scomber scombrus – the humble were equal to one to Rome. which it’s believed the saint is buried
scarlet elf cup mushrooms. The reward mackerel – whose arrival each and a 12th-century 29m-high round
for your efforts is your very own zero- summer provides food, income and The present cathedral is built on the site tower, which served as a belfry and
waste, organic lunch on the beach. the return of dolphins to Cardigan Bay. of the 6th-century monastery Saint David place of refuge. There’s also the 12th-
founded to teach missionaries to spread century cathedral, with Romanesque
Ferryside was historically a fishing The timetable for the day is generally Christianity. It’s believed one of those arcading with figures depicting scenes
village and although the industry thus. The cortège – complete with missionaries was St Patrick. As Saint from both Old and New Testaments –
there has largely died out, cockling ‘super-sized’ mackerel effigy, carried David’s reputation spread, his monastery very unusual in Ireland. Inside the
and fishing by traditional ‘seine’ nets still by 6 bearers – meets outside The grew and a community developed. cathedral are two Ogham stones
continue. Beyond the village, it’s possible Harbourmaster Hotel. Mourners are Unfortunately, it also drew the attention featuring the earliest form of writing
to follow the coastline in either direction, invited to follow the funeral party of the Vikings, who plundered it many in Ireland.
taking in the ‘lost’ village of St Ishmael’s to across town to Aberaeron Yacht Club, times over the next few centuries.
the south or the marshland wildlife to the where a blessing is given by the local The Normans eventually took over The 4km cliff walk that starts and
north. In 2018, the new Glansteffan ferry rev. This is then followed by the the monastery and began building ends in the village is well worth taking
service reconnected Ferryside with the obligatory wake (barbecue, live music the current cathedral in 1181. to visit St Declan’s Well, where pilgrims
village of Llansteffan for the first time in and an ample bar) and at sunset our have paid tribute for hundreds of
60 years. dearly-departed mackerel is carried Having survived the collapse of years every 24th July, the saint’s
onto the beach and cremated. its tower, an earthquake and the feast day.
Reformation, the cathedral continues
to enthral and inspire its visitors, even
after 800 years.
Ardmore,
Co. Waterford
28 29EXAMPLES OF
MOMENTS
WHALES BREACHING AT HOOK HEAD WALKING ALONG THE WICKLOW WAY
CO. WEXFORD CO. WICKLOW
November marks the beginning of Just south of Dublin, County Wicklow –
whale watching season off the Hook known as The Garden of Ireland – is a
Peninsula. Back in the winter of 2010, wild expanse of coastline, woodland
there were reports of a number of Fin and imposing mountains through which
whales and a Humpback spotted off runs the country’s most popular walking
the coast at Hook Head. The whales trail. The Wicklow Way is Ireland’s oldest
have made a welcome return every marked trail, the brain-child of famous
year since, the Humpback becoming hill-walker J B Malone, which opened in
particularly associated with our area. 1980. The Wicklow Way begins in Dublin’s
southern suburb of Rathfarnham and
The red balcony at the top of Hook travels across the Dublin and Wicklow
Lighthouse makes an ideal viewing uplands, then through the rolling hills of
point with binoculars or you can take southwest County Wicklow, to finish in
a chartered whale watching boat trip. the small Wicklow-Carlow border village
of Clonegal, 127km later. A combination
Humpback whales are amongst the
of suburban parkland, forest trails,
largest animals on earth, growing up
mountain paths and finally rolling
to 16 metres in length and weighing
countryside offers a varied and, at
up to 40 tons. Experts have recently
times, demanding 7-10 day experience
located a breeding ground for the
for walkers. En route you’ll pass scenic
‘Irish’ Humpback whales in the Cape
lakes, spectacular gardens, elegant
Verde islands. This means they travel
18th-century mansions and the ruins of
nearly 5,000km every year, through
an early Christian monastic settlement.
some of the world’s busiest shipping
lanes to get to our rich feeding
grounds. Which makes the sight
of one breaching the waters here
even more remarkable.
Hook Head,
Co. Wexford
30 31CELTIC ROUTES
THEMES
Celtic Routes will promote a range
of product themes reflecting the
collective strengths of the 6 counties,
these being: Celtic Adventures, Celtic
Heritage, Celtic Land and Seas, Celtic
Stories, Celtic Places and Celtic People.
Aberystwyth,
Ceredigion
32 33CELTIC EXAMPLES OF
ADVENTURES CELTIC ADVENTURES
The Celts of Wales and Ireland SURFING AT BORTH BEACH TINTERN WALKING TRAILS
experienced the world in Three CEREDIGION CO. WEXFORD
Realms: Sky, Land and Sea.
The coastline of Wales is known for These 4 looped walks start from the
And these realms still make for a its outstanding surfing spots, arguably trailhead at Tintern Abbey, and offer a
perfect adventure playground: some of the best in the UK. 3 miles combination of quiet woodland and
of sand and shingle make Borth an coastline walks. The trails, which range
uplifting, slightly wild place for a from a 20-minute walk to a 2-hour
surf. It’s best experienced at high hike, take you past some of the Hook
SKY tide, particularly if it’s a stormy day Peninsula’s highlights: Tintern Abbey,
What better way to seek a spiritual with a large south-westerly swell. Colcough Walled Garden and Saltmills
connection with a place than by Keep an eye out for the remains of Village. Wildlife lovers should look out
looking to the stars at a Dark Sky the ancient sunken forest of Cantre’r for kingfishers, egrets, buzzards, red
Discovery Site? Gwaelod – at low tide you’ll be able squirrels and bats on the inland trails
to see prehistoric tree stumps and and migratory sea birds like Brent
LAND
peat in the sand. Geese along the coastline.
The highest expression of the Realm
of Land is the mountain. Take your
pick of mountain ranges and find
tranquillity there.
SEA
This is where all Three Realms meet,
bringing great healing and cleansing.
Head out on the water and let it soothe
your soul.
Come and immerse yourself in the
elements the Celts once worshipped.
Foel Eryr ,
Pembrokeshire
34 35CELTIC EXAMPLES OF
HERITAGE CELTIC HERITAGE
Wales and Ireland have an unbreakable DOLAUCOTHI GOLD MINES KING OF THE VIKINGS
bond formed through their shared CARMARTHENSHIRE CO. WATERFORD
heritage of ancient crosses, chapel
ruins and sacred stones. Irish migrants What child (or grown-up, for that Immerse yourself in the world of the
who settled in Wales in the 5th century matter) wouldn’t like a go at panning Vikings like never before in Ireland’s
left their mark through the Ogham for gold? That’s one of the experiences oldest city, Vadrafjord (Waterford).
stones that still line the Welsh coastline on offer at these gold mines, located The King of the Vikings virtual reality
today. And in return, Wales gave St in the beautiful Cothi Valley. The experience is the first of its kind in the
Patrick to Ireland – or so they say. Romans began the search for the world and will transport you back 1,100
precious metal here 2,000 years ago, years, to bring you face-to-face with
Come and see how the ancient carving out hillsides and diverting the legendary Viking leader Reginald,
influences the everyday in this rivers to find it. Mining continued until founder of the city. The adventure takes
corner of the world. 1938. Guided tours will take you back in place in a handcrafted replica Viking
time to experience the harsh conditions house, seamlessly blending cutting
underground in the Roman and edge with ancient Viking house-
Victorian workings. building techniques.
Gaeltacht na nDéise,
Co. Waterford
36 37CELTIC EXAMPLES OF
LANDS AND SEAS LANDS AND SEAS
‘Our land is made of the Sacred Three. PRESELI HILLS DUNMORE EAST
We invoke you Sky and Land and Sea.’ PEMBROKESHIRE CO. WATERFORD
(From a Celtic Druid Blessing)
Take a stroll along ancient tracks Dunmore East is a picturesque little
The ancient Celts believed that plants, through one of the most captivating fishing village perched on the edge of
animals and even inanimate objects prehistoric landscapes – so a cliff, overlooking a number of sandy
possessed a spiritual essence. So they mesmerising it’s known in Welsh as coves that are ideal for swimming,
lived in harmony with nature. And this Gwlad Hud a Lledrith, meaning ‘Land snorkelling, walking or simply relaxing.
way of life continues today. of Magic and Enchantment’. The A favoured spot with Waterford folk,
Preselis have a rich and dramatic past, one of the popular things to do is to
The landscapes of these corners of not least being the fabled source for walk along the pier and watch the
Wales and Ireland are almost mirror the Bluestones that make up the inner fishing boat crews unloading the daily
images of each other, with only sea ring of Stonehenge. Dotted across the catch. If you’re lucky, you might spot a
dividing them. Both coastlines are wild moorland, heath and grassland seal or two in the harbour, anticipating
characterised by long, unspoilt are prehistoric remains, burial cairns a throwaway fish from a kindly
beaches, which then give way to lush, and Iron Age hill forts. fisherman.
rolling countryside and, rising up in the
distance, dramatic mountain ranges.
Come and feel the force of nature in
every mountain, river, tree and rock.
Pendine,
Carmarthenshire
38 39CELTIC EXAMPLES OF
PLACES PLACES
All roads in our particular corner of the KIDWELLY AVOCA VALLEY
world lead you to the land of the ancients. CARMARTHENSHIRE CO. WICKLOW
Explore the relics of an Iron Age hill fort Kidwelly’s Norman castle, set on the An area associated with the copper mining
and get a glimpse into the everyday banks of the River Gwendraeth, is one industry, the valley was immortalised by
lives of the tribal Celts. Pay tribute at of the finest preserved examples in Thomas Moore in the song ‘The Meeting
a stone burial chamber, reflecting the Wales. Look out for the arches through of the Waters’. The waters in question are
Celtic belief in the after-world. Hear which rocks could be thrown onto the the Avonmore and Avonbeg rivers, which
the local legend of a giant who threw unsuspecting enemy below. Monty meet about 2 miles from the village of
an Ogham stone down a hill - and see Python fans will recognise the castle Avoca. It also marks the start for a gentle
for yourself the scratches his fingernails from the first scene of Monty Python walk along the valley bottom. As well as
left in the rock. Wander around and The Holy Grail. Kidwelly’s Kymer being famous for its hand-weaving, Avoca
monastic cities where saints founded Canal is the oldest in Wales, constructed was the fictional village of ‘Ballykissangel’ in
the earliest Christian settlements. in 1766. Originally built to transport coal the late 90s BBC series of the same name.
out of the town, it’s now a wildlife haven
Come and discover the places and and pleasing walk.
the people that shaped the culture
of Wales and Ireland.
Hafod,
Ceredigion
40 41CELTIC EXAMPLES OF
STORIES STORIES
A long time ago, the Celts dominated DEVIL’S BRIDGE THE PIPER’S STONES
large parts of Europe - from the British CEREDIGION CO. WICKLOW
Isles in the west to Turkey in the east.
They passed on their vibrant tales of Three separate bridges span the 90m This Bronze Age stone circle sits on
adventure, heroism, romance and magic waterfalls of the River Mynach – one a hillock at Athgreany. Made up of
by word of mouth. Then the Romans built on top of the other between the 16 grey granite boulders, there is one
invaded and as their empire grew, much 11th and 19th centuries. According to the larger outlying stone - the piper - with
of this Celtic mythology was lost forever. legend, the original bridge was built by the remaining smaller stones forming
But we, the Celts of Wales, and Ireland the Devil as it was too difficult a task for a circle of about 22 metres in diameter.
kept our traditions alive, and thanks to mortals. He agreed to build the bridge These are the dancers. According to
the efforts of the clever medieval monks in exchange for the soul of the first a local fairy tale, this group of revellers were
who wrote down the tales, our being to cross the bridge. However, he daring to dance to the piper’s tune on the
mythologies endured too. was outwitted by a canny old woman Sabbath when God turned them all to
and banished from the country forever. stone as punishment.
Come and hear our stories, the Celtic
way. Face-to-face - and ideally,
gathered round a roaring fire.
National Heritage Park,
Co. Wexford
42 43CELTIC EXAMPLES OF
PEOPLE PEOPLE
The Celts were fearsome warriors, CASTELL HENLLYS NORMAN WAY
although nowadays about the only PEMBROKESHIRE CO. WEXFORD
place we do battle is on the rugby
field. But just like our ancestors, we Wherever humans go, we make our In 1169, Diarmuid MacMurrough,
also enjoy celebrating a victory and mark. The ancient people of North who’d been ousted as King of Leinster,
when we do, everyone’s invited. We Pembrokeshire were no exception to this, brought Norman knights to Ireland to
might meet as strangers, but it’s leaving no fewer than 8 prehistoric sites in help him reclaim his kingdom. These
certain we’ll part as friends. the area. Castell Henllys is the only Iron forces first landed at Bannow Bay. After
Age village in Britain reconstructed on the MacMurrough died, the Norman knight
Whichever side of the water you’re on, exact site where our Celtic ancestors lived Richard de Clare – ‘Strongbow’ became
you’ll notice we put our individual melodic 2,000 years ago. Take the barefoot trail de facto ruler of Leinster and after that,
twists on the way we speak, as we tell through flint gravel, squelching clay and the Normans never really left. Travel
tall tales of saints and sinners in English, tree stumps and you’ll literally be walking along the Norman Way in Wexford and
Welsh or Irish. in the footsteps of the Demetae tribe. discover how their way of life influenced
and, ultimately, changed Ireland.
Come and see how, though separated by
sea, we’re connected by ancient blood.
Annestown Beach,
Co. Waterford
44 45PROMOTING THE
CELTIC ROUTES
The Celtic Routes will benefit from All this will be supported by a Public
a substantial marketing and public Relations campaign that will raise
relation effort. the profile of the Celtic Routes in
our target markets.
Activity will involve a significant digital
advertising campaign specifically Keep an eye on our social channels
targeting potential travellers in our and the trade section of the Celtic
target markets of UK, USA, Germany, Routes website on how to get involved
France and the Netherlands. There will in the promotional and public relations
be considerable out of home advertising efforts of the Celtic Routes. We need
at Cardiff, Dublin and Bristol airport your help we want you to benefit
as well as at selected sites as people from this significant campaign.
travel to Wales and Ireland. Please do get involved.
The Celtic Routes will have a presence at
International and domestic travel shows
and will feature in selected high profile
travel publications including The Times
travel supplement, Visit Britain magazine,
the Aer Lingus in-flight magazine, Discover
Britain and selected German, French and
Dutch publications.
Bray Head Cliff Walk,
Co. Wicklow
46 47LET’S GET PRACTICAL
PETHAU BYCHAIN
In practical terms, there are 1,001 HERE’S SOME IDEAS TO
things you can do to get involved. GET YOU STARTED…
We’ll be working hard with businesses •C
heck out some local coast • Take time out to visit some of the
across the 6 counties to create and countryside walks and trails heritage sites in your local area. Then
and promote authentically Celtic – and provide information on you’ll be able to recommend them to
experiences. But please don’t think them to visitors visitors using first-hand experience
it all has to be big stuff, requiring a
huge marketing budget and a •G
et together with some local • Wales and Ireland both have their
team of digital specialists. activity providers and offer inclusive own ancient, beautiful languages
packages or special discounts and encouraging visitors to engage in
In some of his last words to his followers, learning a little during their stay, even
Wales’ patron saint, St David, said: • L ook for hidden talent within your own if it’s the most basic of conversations,
business. Do you have any traditional will make them feel like they’re
“Gwnewch y pethau bychain mewn musicians, singers or dancers, wildlife really connecting with the place
bywyd” – “Do the little things in life” enthusiasts or local history buffs on your and the people
team? Could they give demonstrations
It’s a principle many people still follow or talks to your visitors? • Seek out local artists that are influenced
today. And we’d like to encourage by Celtic art or local landscapes. Maybe
businesses to develop small, local • Encourage your visitors to explore they could provide some pieces to
initiatives to enhance the Celtic Routes the area without a car, where possible, decorate your business with in
experience, because every small by walking, cycling or using public exchange for a small area to display
action becomes part of the whole. transport. Display information such as items for sale to visitors
Be as imaginative as you want in maps showing local footpaths, bike
giving us your take on Celtic Routes, rental companies and bus timetables • Do you have imagery you can use that
there’s thousands of years to inspire you. fits well with the Celtic Routes brand
• Learn some of the Celtic myths and themes? Landscapes, coastline,
and legends associated with your area. nature, heritage, activities, people, etc.
Consider writing some up and printing You don’t need expensive photography,
them off for your visitors to read. You you can get some great results with your
could display some copies of Celtic tales smartphone or digital camera.
instead of newspapers (The tales are
probably more credible!)
Pumlumon,
Ceredigion
48 49CELTIC ROUTES
BRAND ASSETS
The Celtic Routes partnership has BRAND GUIDELINES
created a suite of brand assets that you The Celtic Routes Brand Guidelines helps
can use to promote your involvement in tell the world who we are and what we
the Celtic Routes initiative. stand for. It’s unique and distinctive and
unites us in everything we do. Through
PHOTOGRAPHY our iconic marque, our visual style and
A stunning collection of the Celtic Routes our authentic tone of voice, we are able
Beacons, Moments and Discoveries to tell the story of the Celtic Routes in a
are available to you to promote your cohesive, engaging and compelling way.
involvement in the Celtic Routes initiative. A copy is available that shows you how
you can use the identity to support your
FILM
own marketing efforts.
A 90 second film that tells the Celtic
Routes story is available to you to promote USING THE CELTIC ROUTES
your involvement in the Celtic Routes. BRAND ASSETS
Join us in promoting Celtic Routes to
the world. To use our brand assets to
promote your Involvement in this initiative
then send your request to one of the
addresses below:
info@celticroutes.irish
info@celticroutes.wales
gwybodaeth@lwybrauceltaidd.cymru
Minwear Woods,
Pembrokeshire
50 51THE CELTIC
PLEDGE
The ancient Celts believed that plants, WHILE TRAVELLING ON
animals and even inanimate objects THE CELTIC ROUTES:
possessed a spiritual essence. But they
also recognised that they had to utilise I will seek out adventure,
nature to survive. They could only have And be prepared for all
done this by getting to know the weathers and eventualities.
natural environment intimately and
I will use public transport where I can,
building a respectful relationship with
And be considerate to others when I
it, so they could live in harmony with it.
travel under my own steam.
With this is mind, we would like to
I will explore nature,
encourage all visitors to our ancient
And keep at a respectful
lands to show respect for this natural
distance to protect it.
environment by taking our Celtic
Pledge. This pledge is based on I will cherish the past,
the 7 principles of ‘Leave No Trace’, And not take what is not mine.
minimum-impact practices for
enjoying the outdoors responsibly. I will conserve the present,
And not leave anything for
This is something you can help us others to clean up.
with by displaying the Pledge in a
prominent area of your business. If you I will follow in the footsteps
can commit to the pledge yourself as of the ancient Celts,
the partnership counties will be, by Leaving no trace of my own.
assisting visitors to meet the terms of
the pledge, so much the better. That
way everyone wins – especially our
beautiful lands and seasons.
Laugharne,
Carmarthenshire
52 53CELTIC ROUTES This Business Toolkit and its content is available,
on request, in Irish / Irish Gaelic / Gaelic, with
CONTACTS
the exception to place-names that are of Welsh
origin and use.
DISCOVER CARMARTHENSHIRE WEXFORD
www.discovercarmarthenshire.com www.visitwexford.ie
Castle House, Carmarthen Castle, Tourism Officer, Wexford County
Castle Hill, Carmarthen, SA31 1AD Council, County Hall, Carricklawn,
Wexford, Y35 WY93
Tel: +44 (0)1267 231557
Email: Billy.Byrne@wexfordcoco.ie
Tel: 053 9196556
DISCOVER CEREDIGION
www.discoverceredigion.co.uk
WICKLOW
www.visitwicklow.ie
Tourism Service, Canolfan Rheidol,
Aberystwyth, Ceredigion, SY23 3UE
Tourism Officer, Wicklow County
Council, County Buildings, Whitegates,
Email: tourism@ceredigion.gov.uk
Wicklow, A67 FW96
Tel: 01970 612125
Email: fred@visitwicklow.ie
Tel: 0404 200 70
PEMBROKESHIRE
COASTAL NATIONAL PARK
www.pembrokeshirecoast.wales WATERFORD
www.visitwaterford.com
National Park Offices,
Llanion Park, Pembroke Dock, Tourism Officer, Waterford City
Pembrokeshire, SA72 6DY & County Council, 35 The Mall,
Waterford, X91 DN23
Email: info@pembrokeshirecoast.org.uk
Tel: 01646 624800 Email: oholohan@waterfordcouncil.ie
Tel: 0761102687
New Quay, Black Castle,
Ceredigion Co. Wicklow
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