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Hidden Ireland - Case Study in Heritage Marketing

This case study is about how heritage marketing in Ireland brought about results. The text is taken from the Book "Heritage marketing – an introduction" by

‘Hidden Ireland’ was created in 1987 to enable visitors to experience a short or long stay in private ‘heritage houses’ located in many different parts of Ireland. By 1999 its members had grown to 43, each of whom owns a house of architectural and historical importance. The members benefit from being included in an overall marketing strategy, a central booking facility and as a lobby to the government; they also benefit from the knowledge-base generated by Hidden Ireland regarding architectural conservation and environmental restoration, specifically in relation to historic gardens.Hidden Ireland is now a limited company and has recently developed its market by allowing self-catering accommodation to join the network. Every place uses the history, heritage and possibly natural assets as cornerstones of their marketing strategy; although the houses in the Hidden Ireland network vary in size, most of them are set in estates or parklands with their own unique ecosystems. In some cases, for example, Bantry House, Co.

Cork, the owners have been the recipients of environmental awards and financial aid from Bord Failte (Ireland’s National Tourist Board) to restore the architectural and environmental heritage of the houses and their surroundings.

Hidden Ireland has established formal relations with Bord Failte and has links with ‘Europe of the Traditions’, a European network of heritage houses that it
helped to establish. Acknowledgment: Ireland Promotion Unit (CPPU) and University College, Cork, 2004.

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