Tourism Ireland X Irish Ferries
Connecting Ireland and Normandy through food, culture and place
The Brief
To develop a high-level international showcase celebrating the historic and cultural links between Ireland and Normandy – using food, drink, craft and storytelling to communicate what is happening now, and next, across Wexford and Ireland's Ancient East.
The experience needed to operate as both a strategic tourism moment and a cultural exchange, bringing together French trade, media, diplomatic representatives and regional partners through a carefully curated, place-led experience.
Working alongside Tourism Ireland and Irish Ferries, Anthony assembled a team of collaborators to deliver the project onboard the W.B. Yeats while docked in Cherbourg.
The Approach
Food and drink were used as the primary storytelling medium.
Working with Tourism Ireland, Irish Ferries and Taste Wexford, the project was conceived as a floating destination experience – staged onboard the W.B. Yeats in the port of Cherbourg.
Rather than relying on traditional destination marketing, the experience invited guests to discover contemporary Ireland through flavour, hospitality, conversation and cultural exchange.
Wexford's food heritage provided the foundation, while stories of migration, maritime connections, Norman history and place were woven throughout the experience. Producers, chefs and hosts became storytellers – creating opportunities for meaningful engagement between guests and the region.
Careful attention was paid to atmosphere, flow and detail, ensuring the experience felt generous, authentic and culturally grounded.
The Outcome
A high-level international showcase delivered onboard the W.B. Yeats in Cherbourg – bringing together French trade, media, diplomatic representatives and regional tourism partners.
The project:
showcased Wexford and Ireland's Ancient East as distinctive food and tourism destinations
strengthened cultural and tourism links between Ireland and Normandy
generated international media coverage and storytelling opportunities
created new relationships between tourism, hospitality and industry stakeholders
demonstrated how food can communicate identity, heritage and place
More importantly, the project illustrated how food-led experiences can operate simultaneously as destination marketing, cultural diplomacy and international tourism engagement.
Areas of Work
Food tourism strategy and experience design
International event curation and delivery
Storytelling through food, drink and place
Stakeholder engagement and partnership development
Cultural diplomacy and international tourism relations
Media, PR and destination communications
In Collaboration With
Delivered in collaboration with partners across tourism, hospitality, food and media, including:
Lorraine O'Dwyer
Seáneen Sullivan
Trish Deseine
Tourism Ireland
Irish Ferries
Taste Wexford
Alongside regional tourism and industry partners across Ireland's South-East.
Media & Industry Coverage
Irish Independent
Hospitality Ireland
RTE
Irish Hotel News
Coverage across French trade and regional media