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Manleys help Lough Derg Launch their Biggest Ever Season

Lough Derg was excited to recently launch its most extensive and welcoming Season to date with, a Day of Friendship and Prayer on the Island, and an integrated all-Ireland marketing campaign developed by Manleys.

Lough Derg has been working with the team at Manleys for the last 5 years, and 2011 saw it launch its biggest ever Season Guide during March and April. A 24 page Season Guide was inserted into and distributed with the ‘Irish News’ and ‘Newsletter’ in preparation for opening of the Island on the 1st May. And a summary 8 page A5 version was inserted and distributed with the Sunday World in the RoI region on Mother’s Day – particularly relevant due to the newly developed Mother and Daughter Day Retreat.

Recruitment and fundraising activities combined for impact….

With increasing numbers visiting the Island every year, these marketing activities were also supported by press releases into the media and a direct marketing campaign which promotes the importance of fundraising for this charity organisation. 21,500 mail-outs were designed, assembled and posted out worldwide - promoting the Season guide, the revamped Rainbow of Hope fundraising campaign (with a prize draw totalling €25,000), petition envelopes and a thank you message directly from the Prior of Lough Derg.

Deborah Maxwell, Manager of Lough Derg, commented,

“We are extremely glad to be working with Manleys our branding partner. They understand both our audience recruitment and funding needs, and the best way to reach people in a frequent and engaging manner.  Last year alone we raised an additional €50,000 for the new Rainbow of Hope campaign, encouraging pilgrims already on the Island, to donate in an easier, but most importantly understandable way”.

Embracing new technology…

Despite Lough Derg being at least 1000 years old, it is not afraid to embrace technology! With Manleys help this year’s special Ash Wednesday event was streamed live to the World Wide Web - a first for this place of pilgrimage.

Manleys are currently working with Lough Derg to update their website and database so watch this space for a whole new refreshed look coming online soon at www.loughderg.org. Alternatively, check them out using social media – regular updates are posted on facebook and twitter, reaching out to young and old alike.

Content, content, content…

Manleys has also been supporting Lough Derg in the overall development of the content of the 2011 season. There is much on offer this year with One-Day Retreats commencing on the 1st of May and the traditional three day pilgrimages beginning on 1st June. In addition there are Mother & Daughter Retreats, Father & Son Retreats, Family Days, and a series of ‘Life’s Journey’s’ Workshops which will attract people from all denominations.

On-Island branding…

Over the years Manleys has helped Lough Derg develop many engaging areas on the Island and shore including the Visitor Centre with multimedia guides and the Pilgrim Shelter. Not resting on its laurels for the 2011 season, Manleys directly secured sponsorship for the new Scripture Room and are fitting out a new Artefact Museum to educate, excite and engage the Lough Derg audience.
Lough Derg has come a long way on its branding journey with Manleys, working in partnership we continue to shape and communicate a true place of reflection and hope.