the ask

One of the core missions of our client, Carlow County Council (CCC), is to showcase their beautiful county, its characterful people and the array of attractions and activities it contains.

The year 2019 marked the arrival of the National Ploughing Championships in Carlow; as the biggest farming festival in the country (drawing nearly 300K visitors over three days), it was a singular marketing opportunity. Carlow County Council decided that a branded print magazine, dedicated to uncovering and showcasing the stories of the county, would be the perfect tool to distribute at this landmark event.

It was a compelling request for ALHAUS: to create a beautifully designed print publication that would show locals, guests from other counties and international visitors Carlow's true potential to inspire. Research conducted by CCC discovered that while a wealth of creativity, craftsmanship and entrepreneurship existed in Carlow, the people themselves were often slow to tell their own stories; with the launch of inCarlow Magazine, all this was set to change.

ALHAUS was asked to establish the visual look and feel of this all-new magazine, conduct interviews, write a compelling blend of features and create conceptual design and layouts. The print process also needed management, with the ultimate goal of a high-quality finished product, that would not only surpass the standard set by promotional magazines, but bring the inspiring stories of Carlow to a whole new readership.

the answer

The inCarlow Magazine journey began with a kick-off meeting at which the ALHAUS team met client and stakeholders to discuss story concepts and workshop content requirements. By exploring the type of reader with whom they were hoping to engage, we made sure that both the content and brand identity of the publication would resonate with the audience.

Through a carefully managed timeline of milestones, we started to organise the creation of content — from choosing angles to carrying out interviews; research to writing, revising and editing; proofreading to preparing for layout. By meeting and talking to artists, creators, festival organisers, entrepreneurs, restaurant owners, educators and sports people, it was soon clear that inCarlow Magazine would not lack for passionate, compelling stories.

While content creation was underway, we worked through several design stages, including concept research and identifying a visual tone of voice; preparing initial designs and samples; and presentation to the client. This process also involved assessing hundreds of supplied images to match up with articles; sourcing further imagery from content banks; and in one case, commissioning a photoshoot (and providing art direction).

Once designs were approved, written content was signed off, and the imagery was organised, we began the layout. A number of versions were produced before a final version was approved by CCC, whereupon a last set of internal quality checks were performed and artwork was prepared and sent for printing.

Working to an agreed date, we checked in regularly with the printer, ensuring that we were on track for timely delivery. With ample turnaround time, the shipment of inCarlow Magazine arrived — ahead of schedule.

The impact

Thanks to evocative editorial combined with bold design and beautiful imagery — as well as clear communication and efficient project management — the finished product was a high-quality magazine, brimming with real stories. It not only surpassed the expectations of our client, it became a powerful tool in a campaign to boost Carlow’s presence in the tourism industry.

Distributed via Carlow County Council stands at the National Ploughing Championships 2019, inCarlow Magazine was also made available through the hotels, restaurants, retail outlets and tourist attractions that acted as stakeholders in the project. In autumn of 2019, the magazine, with its distinctive cover, became a regular sight at venues across the county, snapped up by locals and tourists alike.