Use the Wild Atlantic Way brand to attract more visitors to your business
The Wild Atlantic Way brand brings the region’s character to life in a recognisable way, helping everyone share one powerful story. Use this toolkit to connect your business to that shared story and create clear, consistent marketing that inspires people to choose a break on the Wild Atlantic Way.
How to use the Wild Atlantic Way brand within your tourism business
The role of this toolkit is to maintain the distinctiveness of the region’s voice, its look and feel, and at the same time giving you the power to help build on the brand with the richness of your own.
From the people and places along the Way, to its wild land and seascapes, and the region’s deep heritage and culture, every element weaves together to create the spirit of the Wild Atlantic Way, and your business can help visitors embrace that unique offering.
What the brand stands for
The Wild Atlantic Way brand draws on three connected strengths.
- People
Warm communities, local knowledge and personality make the experience feel personal. - Adventure
Coastal landscapes, outdoor experiences and routes give visitors reasons to explore. - Culture and language
Music, folklore, heritage and the Irish language help root the visitor experience in place.
How the brand helps your business
Use the Wild Atlantic Way brand to show how your business fits into a wider journey.
It can help you:
- Attract visitors looking for meaningful, experience-led travel.
- Link your offer to nearby places, routes and activities.
- Give visitors reasons to stay longer and explore more.
- Make your website, social media and printed materials more consistent.
- Strengthen your business story without replacing your own brand
Apply the brand to your visitor experience
Start with what visitors already do with your business. Then connect it to the wider Wild Atlantic Way story.
You could:
- Link your experience to nearby discovery points, towns, food producers or cultural sites.
- Build short itinerary ideas around your location.
- Use language that reflects the coast, local people and sense of place.
- Add regional context to your booking pages and visitor emails.
- Help staff explain how your business fits into the wider route.
Use the brand in your marketing
The Wild Atlantic Way toolkit includes guidance on brand use, tone of voice, photography, digital assets and templates. The toolkit also explains how qualifying industry partners can use the trademark in print and digital marketing materials.
Use it to strengthen:
- Website copy.
- Social media posts.
- Email marketing.
- Posters and print materials.
- Itinerary suggestions.
- Campaign activity.
Use imagery that feels genuinely connected to place
Choose images that show the scale, energy and detail of the Wild Atlantic Way. The toolkit encourages imagery that reflects wildness, natural backdrops, culture, adventure and people.
Before you publish, check that your image supports the story you want to tell. A strong image should help visitors understand what the experience feels like.
Access templates and assets
Use the toolkit to access digital assets, cover images, social templates and print templates. The Wild Atlantic Way toolkit includes downloadable assets and templates, including digital and print options for businesses.
Creating content with artificial intelligence prompts
Use artificial intelligence, when available, to draft first versions of your content. Your business knowledge should shape the final version.
Try using for:
- Website copy.
- Social media captions.
- Email content.
- Itinerary ideas.
- Seasonal campaign messages.
Review every draft against the Wild Atlantic Way brand guidance before publishing.
Pick one place to start
Use the guidance to connect your business to the wider coastal story. Start with one practical update, such as your homepage, booking page or next social media post.
Download the toolkit
Connect your business with the wild landscapes, resilient communities and untamed spirit of Ireland's Wild Atlantic Way