Dublin off the DART In 2013 Southern identified a potential to promote and animate the coastline of Dublin and its necklace of villages and to define a new tourist trail for visitors. Working with Failte Ireland and Irish Rail, Southern has produced four issues of what has become one of the most popular tourist publications in Dublin off the Dart. The project was a complex one involving liaison with the main stakeholders, tourism and business interests in the towns and villages along the route.
In addition to the guides, the project was supported by social media campaigns, which further animated the rich stories along the new tourist trail.
A series of public relations initiatives dovetailed with the social media campaign, including a long segment with John Murray on his RTE Radio 1 morning show. John travelled with Dave O’Hora along the tourist line from Greystones to Malahide, exploring the many highlights featured in the guide.