Lakelands, Lake County, Lake District – talk of creating a brand for Westmeath tourism made waves at the most recent sitting of Mullingar Municipal District. When Fine Gael Councillor Emily Wallace called on the council to officially register Westmeath as the Lakelands County, debate sparked as to whether Ireland’s Ancient East brand was sufficient.
In a discussion that centred very much on what is in a name, the meeting was told by Cllr. Una D’Arcy that Lakelands as a tourist brand was already associated with Fermanagh.
“I don’t like not supporting something but I have to speak about this. Fermanagh is known as the Lakelands County. Lakes are a feature of the attractions in Westmeath but to brand them is to de-select other amenities,” said Cllr. D’Arcy.
It proved to be a controversial comment, with Cllr. Andrew Duncan insisting that he has attended meetings where discussions took place around branding Westmeath.
“I have had to ask myself, what is wrong with them? We have three of the finest waterways in the country. The name should be obvious. I am a regular visitor to the Lake District in the UK and what we have here is as good if not better. We are the Irish Lake District,” he said.
“I am shocked at Cllr. D’Arcy’s response. The lakes need to be in our brand,” insisted Cllr. Wallace.
The meeting was told that the Ireland’s Ancient East brand is being promoted internationally and nationally, on the lines of the Wild Atlantic Way, which has been very successful for Irish tourism. Westmeath attractions need to align with this brand.
Martin Murray, Director of Services responded to the motion, saying that a search of ‘lakelands’ has not been registered as a trademark in its own right but in connection with an oil product. Nothing is listed for Lakelands County or Lake County but the patent office has access to a wider database of pending applications.
“In terms of specifically developing a brand, you have to be careful. A new Tourism Officer will be appointed for Westmeath and finding a strategy and directly relating it to a brand should be the first item of work,” Mr. Murray said.
“Ireland’s Ancient East is a national marketing policy and does not preclude Westmeath from developing its own brand,” he resolved.
The matter will now be referred to the Tourism Officer when appointed in 2017.
