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 Abereiddy, AND LAND AND SEA. Pembrokeshire

2 3 INTRODUCING CELTIC ROUTES Celtic Routes is a joint project between What you’ll read has been informed and Ceredigion by visitor perception research, partner County Councils, Pembrokeshire workshops to identify shared themes, Coast National Park in West 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 Our market research shows that Celtic Routes is likely to be appealing to WHO IS IT FOR? visitors from the UK, Ireland, France, Germany and the United States, who have already visited Ireland or Wales, or are currently visiting Ireland or Wales or are OUR TARGET VISITORS considering a visit to Ireland and Wales. These are our 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 AND PRIMARY MARKETS 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 Wa les the brand idea: Discover the Celtic spirit. & s Ire rie l o an t d This is the big idea that brings everything S . g P n a together, but isn’t a strapline and will never ri s i t p appear on our website or in a brochure s & VALUES n (apart from here!). It will inspire all our I C P d o r ie n e communications, however. r n s to e e c n S t e t The brand idea is supported by the d brand values, which are the recurring themes that will guide all Celtic Routes marketing activity and any product DISCOVER THE development initiatives. CELTIC SPIRIT The brand experiences define the things IDEA that Celtic Routes needs to deliver to U visitors. These help us to select the best- n t N y fitting products to build Celtic Routes on. a r m a e tu v e r o r d a c e l is n D g a n t o u L r y e a . R t e . S a er THE EXPERIENCE l p p e ee op d le 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 Dublin

Bray

CELTIC ROUTES Wicklow Town

MAP WICKLOW

IRISH SEA

Aberystwyth

Enniscorthy

WEXFORD

CEREDIGION

Cardigan Wexford Town

Rosslare

Waterford City

WATERFORD PEMBROKESHIRE CARMARTHENSHIRE Tramore Haverfordwest

Carmarthen

Llanelli

CELTIC SEA Swansea

18 19

Cork CELTIC 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 ’. 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 . 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 23 EXAMPLES 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 25 CELTIC 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 27 EXAMPLES OF MOMENTS

FORAGING AT 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 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 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 29 EXAMPLES 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 31 CELTIC 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 33 CELTIC 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 35 CELTIC 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 37 CELTIC 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 39 CELTIC EXAMPLES OF PLACES PLACES

All roads in our particular corner of the 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 , 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 41 CELTIC 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 43 CELTIC 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 45 PROMOTING 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 47 LET’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 • Check 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 • Get 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: • Look 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 49 CELTIC 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:

[email protected] [email protected] [email protected]

Minwear Woods, Pembrokeshire

50 51 THE 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 53 This Business Toolkit and its content is available, CELTIC ROUTES on request, in Irish / Irish Gaelic / Gaelic, with the exception to place-names that are of Welsh CONTACTS origin and use.

DISCOVER CARMARTHENSHIRE WEXFORD www.discovercarmarthenshire.com www.visitwexford.ie

Castle House, Castle, Tourism Officer, Wexford County Castle Hill, Carmarthen, SA31 1AD Council, County Hall, Carricklawn, Wexford, Y35 WY93 Tel: +44 (0)1267 231557 Email: [email protected] 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: [email protected] Wicklow, A67 FW96 Tel: 01970 612125 Email: [email protected]

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: [email protected] Tel: 01646 624800 Email: [email protected] Tel: 0761102687

New Quay, Black Castle, Ceredigion Co. Wicklow

54