Brand launched for Ireland’s Medieval Mile in the heart of Kilkenny

Published on : Saturday, March 1, 2014

Medieval-Mile-smallSteeped in rich culture and history, Kilkenny is one of Ireland’s top tourist centres. Now, newly unveiled branding for Ireland’s Medieval Mile is set to reinforce the city and the south east as a major tourism hub.


The ‘Medieval Mile’ brand has been designed to influence visitor movement through the city, improve the level of visitor engagement with the city’s rich history and to encourage overseas trade to promote the region using the attractive Medieval Mile brand.


The Medieval Mile brand project aims to increase the amount of time visitors stay in Kilkenny and their spend. It is hoped that the city will be recognised not just for the castle but also for all the other great heritage and cultural offerings along and around the Medieval Mile, both day and night.


Fáilte Ireland’s Gary Breen, said at the launch of the brand:

“The Medieval Mile brand launch is a major milestone in the future development of Kilkenny as a cultural tourism destination. The brand, which is supported by a substantial capital investment programme, is designed to position Kilkenny as an historic centre of international stature and in doing so attract to the south east a large slice of the international cultural tourism market. Our research has identified the “culturally curious” market segment as having high potential and Ireland’s Medieval Mile will seize on the opportunities that have been identified in that segment.”
Ireland’s Medieval Mile will stretch from Kilkenny Castle to St Canice’s Cathedral, including everything in between, and aims to “unlock the past” and position the historic city as a “must see” destination for domestic and overseas visitors – see route.


Launching the new brand in St. Canice’s Cathedral, Major of Kilkenny Martin Brett said:

“Irelands Medieval Mile will build on the tourism successes of the city further promote the development of our rich cultural and heritage.”


The highlights on Ireland’s Medieval Mile include Kilkenny Castle, Kilkenny Design, the National Craft Gallery, St. Mary’s Church and graveyard, Graces Castle, Rothe House, The Tholsel, the Smithwicks Experience, the Black Abbey, The Watergate Theatre,  Kyteler’a Inn and St. Canice’s Cathedral and Round Tower.


The Medieval Mile brand presents Kilkenny as an exciting city centre boasting historic buildings, slipways and streets in a cosmopolitan setting surrounded by creative, entertaining people who want visitors to feel totally immersed.
It will be used on promotional literature, display stands, and websites. The brand is supported by Kilkenny Tourism, Kilkenny Chamber of Commerce, city retailers and Kilkenny festivals who will all use it on their promotional material. All tourism and business owners in the city are being encouraged to support the brand, and those on the mile are being asked to adopt it within their businesses.


Source:-  Failte Ireland

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