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Manleys help Lough Derg launch the 2009 season with something new!

When faced with the challenge of re-branding a 1500 year old pilgrimage, local branding house, Manleys, stepped up to the challenge with strategy, creativity and foresight, kicking off with the first ever Medley of Music evening at Lough Derg.

It has been a busy start to the season for Lough Derg, the Donegal based pilgrimage, with the culmination of 2 years work centred around the launch of the 2009 season. Working closely with Manleys, energies were focused on developing a wholly inclusive launch event that not only saw a medley of local and international artists, including Noirin Ni Rian and the AMEN Group, to securing renowned and well respected speakers such as Rev Ken Newell, Fr. Paul Symonds, Fr Gerry Reynolds and Bishop Ken "Fanta" Clarke.

Never before has such an array on speakers graced the shores of Lough Derg a feat in itself. With ongoing promotions throughout the island of Ireland prior to the event, it was a wonderful night and marks the opening of the traditional one day retreats and three-day pilgrimages as well as the newly developed "Life's Journey Series", a series of special workshops and speakers. Another first!

The launch event and programme of activities has sparked interest from press throughout Ireland such as RTE, 4FM, Shannonside, Cork FM and the BBC, which saw a 10 minute sequence being aired on the BBC's Sunday Sequence programme with interviews and snippets live from the event.

This comes after 2 years planning and re-launch of the Lough Derg vision and brand in 2008. Lester Manley, MD of Manleys commented,

"Branding is more than just a logo. Lough Derg came to Manleys looking for vision, guidance and creativity. We have been working closely with them on a 5 year plan that respects the heritage of the Pilgrimage, but will also transform them for the future ahead as they strive to educate, excite and engage with pilgrims from Ireland and beyond."

Deborah Maxwell, Manager of Lough Derg is thrilled with the project so far saying,

"Manley's have been able to bring a 1500 year old organisation to today's marketplace - sensitively working with us as a team, but more importantly, delicately attuned to our pilgrims who are at the heart of all that we do. Lough Derg as Ireland's most ancient place of pilgrimage is now well positioned to continue to attract and welcome pilgrims for many centuries to come, thanks to the strategic and visionary guidance of Lester and his team".

Together, we set out the vision, updated the brand and re-invigorated the people, the place and the mindset of Lough Derg. Building awareness, creating an experience and programme of activities, partnering with the right people and implementing a strategic 5 year plan means there is a buzz about Lough Derg throughout Ireland and beyond. Changing people's perception, the welcome has become warmer and the subtle transformation in tune with one of Ireland's hidden gems.