Westport Adventure
From Local Charge to National Buzz: The Launch Campaign Behind Westport Adventure
The Challenge
In early 2024, Westport House was preparing to unveil its most ambitious project to date - Westport Adventure, a large-scale outdoor adventure park set on the historic Westport Estate.
The goal was clear:
Build widespread awareness ahead of launch, generate buzz across Ireland, and ignite local excitement throughout Mayo and Connacht.
The solution had to do more than just inform - it needed to inspire, connect emotionally, and ultimately drive traffic to the newly developed website and social channels.
Brand Strategy
• Campaign Development
• Storyboarding & Scripting
• Creative Direction & Narrative Design
• Audience Targeting & Segmentation
• Stakeholder & Local Engagement
Marketing
• Integrated Launch Campaigns (Film, PR, Digital, Community)
• Awareness & Engagement Campaigns
• Multi-Channel Rollout Planning
• Content-Led Marketing Strategy
• Social Media Campaign Development
• Organic & Paid Channel Integration
• Email List Building & CRM Funnel Seeding
• Casting, Partnerships & Local Outreach
• PR & Media Briefing Coordination
• Influencer & Word-of-Mouth Strategy
• Web Design (via Video, UX, Messaging)
The Results
• 18 months after the video launch the video campaign still generated the majority of inbound traffic to the Westport Adventure website, outperforming all other marketing channels.
The Strategy: A Two-Part Story Arc
To achieve this, a two-part campaign was developed - one that blended cinematic storytelling, community participation, and multi-channel activation to create lasting impact.
Part 1: Building Anticipation
The first video ad was created and launched before the park opened, designed to spark curiosity and conversation.
Released alongside a wider campaign called “Something Big Is Coming”, this phase included:
- Social media teasers
- Email marketing
- Local and national press outreach
- Billboard placements
- Community engagement via schools, clubs, and local businesses
The video served as a symbolic rallying cry - a call to action - and featured locals charging through the streets, building energy and momentum in the lead-up to the launch.
Part 2: The Reveal
Once the park was ready and accepting bookings, the second film was released. It brought back many of the same children and locals - this time showing them entering the park for the first time.
This sequence paid visual homage to the iconic Westport House, grounding the park firmly in place and legacy. It delivered the emotional payoff while clearly showcasing what the new experience was all about.
Community at the Core
From the start, community involvement was central to the campaign. A public casting call went out to people of all ages, backgrounds, and abilities. The response was overwhelming, with families, students, businesses, and groups volunteering to take part.
Local schools and youth clubs became unofficial ambassadors, spreading word-of-mouth excitement and helping drive anticipation from the inside out.
Myself and Conor Hayes of Roamer
The Production
Westport’s streets were transformed into a dynamic film set, with the production capturing high-energy sequences that reflected the momentum and spirit of the campaign. Runners, camera crews, and crowds were coordinated with precision, creating a seamless visual narrative that brought the concept to life.
Every element - from scripting and casting to logistics and creative direction - was delivered through close collaboration between brand, strategy, and production teams. The result was a cohesive, cinematic execution that felt grounded in place and community, while aligning tightly with the overall campaign message.
The Result
The campaign has been a huge success and continues to deliver results more than a year after launch. Most web traffic to the new Westport Adventure website has been attributed to the video campaign - which remains a key asset in ongoing digital efforts.
Highlights:
- To date, the video campaign has generated the majority of inbound traffic to the Westport Adventure website, outperforming all other marketing channels.
- Massive local and regional engagement across social platforms.
- Hundreds of volunteer applications.
- Sustained community buzz and word-of-mouth.
- Emotional connection and clear visual identity established before opening day.
You can watch the full part 1 and part 2 here: Westport Adventure
Acknowledgements
This project was a true joint effort. From concept to camera, it wouldn’t have happened without the commitment, creativity, and collaboration of many:
Creative & Production Team
- Production Company: Roamer @roamer.ie
- Director: Lochlainn McKenna @locky.film
- DOP: Conor Hayes @conor.dp
- Story & Brand Strategy: Ger Duffy
- 1st AD: Ciara McIlraith
- 3rd AD: Kieron Walshe @kieronwalshe
- Producer: Charlotte Somers
- First AC: Laurent Murray @laurentmurray
- Second AC: Susanne Evers @susanne4evers
- Gaffer: Conor McGuinness @c.m.gram
- Sound Op: Tony Crosse @audiobubbles
- Extras Manager: Étáin S. Nash @etainsorcha
- Drone Op: UPSHOT PRODUCTIONS @upshot.ie
- BTS Photography: Joshua Mulholland @joshua.mulholland
Local Partners & Supporters
- Casting: Aoife Creaby
- Portwest – The Outdoor Shop
- Krẽm – Graham Byrne
- This Must Be The Place – Andrew McGinley & Susan Timothy
- Savoir Fare – Alain Morice
- McCormack’s Butchers – Des McCormack
- Beauty by Rose & Joanna – Rose & Joanna
- Westport Town Hall – Rosealeen & Amy
- Westport Drama School & Aoife Creaby
- Westport Estate Operations Team: Gemma, Phillip, Padraig, Michael & Sheila
- An File – Bernie
- Mayo County Council
- Traffic Management: Gavin Porter & Kevin McHugh
- PAs: Laurence McLoughlin & Joe Gilligan
Local Businesses
Roamer and large video production crew
Director Lochlainn McKenna
The people of Westport