Designed by Colin Byrne at TOTEM
Photographer: John Foley
The Waterford Greenway runs the length of the old railway line from Waterford City to Dungarvan, as a spectacular 46km off-road cycling and walking trail which travels through time and nature, across eleven bridges, three tall viaducts and a long atmospheric tunnel – all the way from the river to the sea.
Our mission was to help bring the Waterford Greenway’s story to life in a concise, visually engaging billboard campaign that was primarily focused on the Dublin market.
To do this we selected evocative shots of visitors, from three key demographic profiles, immersed in the landscape along the route – from a cyclist entering the lush mouth of the Ballyvoyle tunnel, to an older couple taking in the view from the top of a viaduct and finally to a family cycling along the coastal part of the route.
A clear, concise headline “A Beautiful Journey” reinforced the imagery and became the clarion call for the campaign [it was also used as the hashtag on social media]. A simple, direct call to action completed the billboard posters.