WATCH: Innovative promotional campaign urges tourists and visitors to avoid Clare town!

Long overshadowed by more widely known tourist destinations, one Clare town has decided to step into the spotlight with an innovative new campaign aimed at attracting visitors from near and far. 

Spearheaded by the Miltown Malbay Development Company, this initiative showcases the town’s rich culture, breath-taking scenery, and warm hospitality through a fresh and engaging lens.

Known internationally for the renowned Willie Clancy Festival, Miltown Malbay has long been a magnet for musicians. However, those who are not musically inclined may not have considered the town a must-visit destination.

In an effort to address this challenge, a dedicated team from the Community Centre set out to change that perception, crafting a unique storytelling approach to highlight everything Miltown Malbay has to offer beyond its famous festival.

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With the world-famous Cliffs of Moher just a short journey away, the team saw an opportunity to offer visitors an additional, authentic West Clare experience – Miltown Malbay style. To capture attention, they decided to produce a short, snappy video that would stand out from conventional promotional content.

Rather than relying on standard aerial shots and sweeping vistas, the team opted for a comedic narrative approach. They enlisted the talents of local amateur actor Michael Healy, who, alongside scriptwriter Ash Corristine and videographer Neil Hynes of HyneSight Video Productions, developed an entertaining concept centered around a grumpy local who fails to appreciate the beauty and vibrancy surrounding him.

The video humorously contrasts Michael’s complaints with stunning visuals of the town’s scenic landscapes, the sound of the ocean, lively music sessions, delicious local cuisine, and the wealth of activities available, such as surfing, golfing, and peaceful nature walks. The goal? To make viewers realise that Miltown Malbay has exactly what Mr. Grumpy takes for granted – and what they should be experiencing for themselves.

"We wanted something that would truly resonate with people and leave a lasting impression," explained Eileen Ryan, treasurer of Miltown Malbay Development Company. "Watching the creative process unfold was inspiring, and we couldn’t have chosen a better lead than Michael Healy. The team’s passion, creativity, and collaboration have produced something special. If I were seeing this video from abroad while planning my holidays, I’d certainly be tempted to visit Miltown Malbay." she added.

The process to script, record and edit the video took several months as the team meticulously fine-tuned the script, tested different comedic elements, and refined the editing to ensure maximum impact. 

"This was my first time producing a comedy, and it was an incredible learning experience," said Neil Hynes. "Chasing light for the perfect shots was a challenge, but the final product is something we’re all proud of." said Ms Ryan.

Those behind the innovative project say it would not have been possible without the support of Clare County Council, which provided funding through a grant. "We are deeply grateful to the council for making this initiative a reality," said Eileen Ryan. "This funding allowed us to invest in a high-quality video that will serve as a long-term promotional tool for our community."

Beyond attracting tourists, the project has instilled a renewed sense of local pride in-and-around Miltown Malbay. 

"Creating this video reminded us of just how special our town is. The stunning walks, the world-class live music, the friendly atmosphere – we have the full package here in Miltown Malbay," said Ms Ryan.

The video is now available for viewing online and will be widely shared through social media channels and tourism networks. The team hopes it will inspire travelers to take a detour from the well-trodden paths and discover the hidden gem that is Miltown Malbay.

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