Go Wild Brand Vision Interview with Kathleen O’Callaghan
Aileesh Carew certainly has a rich and ambitious Brand Vision in 2023 for EPIC- the fascinating Irish Emigration Museum.
This fully digital and interactive Museum is the brainchild of Neville Isdell who wanted to create a fully immersive museum centre to illustrate the history of the Irish diaspora and the story of Irish emigrants.
Aileesh is really excited about her latest job promotion that will put her in a leading position at EPIC in the New Year.
“This January I will be taking on the role as CEO of EPIC and will be looking after our 21 explorative galleries as well as exhibitions, partnerships and commemorative events that are also connected with this cultural institution.”
“I started working with EPIC in 2017 as the Sales and Marketing Director but this promotion feels so fresh and exciting like a whole new start in my career.”
Aileesh takes over as CEO from the eminent Dr Patrick Greene who will stay on as Museum Director. As a renowned archaeologist, he will have more time to continue his work with the Heritage Council and the Royal Irish Academy and to work with EPIC too.
The museum overlooks the River Liffey and is filled with poignant stories, photographs and videos that bring to life the voyages and fates of so many emigrants who departed from our shores over the centuries.
“The fact that this is a fully digital museum means that during the Covid lockdown, our teams set up virtual tours so that we could still engage with schools and groups to create a powerful interactive experience and educational medium.”
So what’s on the cards for 2023?
“We start the year by shining a light on the deep, enduring connections between Ireland and Canada through the histories of the Irish as reflected in their family photographs through our ‘Photo Album of the Irish: Canada’ in partnership with Photo Museum Ireland.”
“From March onwards we’ll be hosting a touring exhibition from the Immigration Museum in Paris exploring the concept of international borders and how they impact our everyday lives – from cross border workers to emigrants and everything in between.
As we move towards the centenary of the establishment of the Northern Ireland border and the 25th anniversary of the Good Friday Agreement next year it will certainly be timely!”
“Next year we will celebrate the 60th year of John F Kennedy’s visit to Ireland in 1963. His eight great-grandparents all emigrated to Boston during the devastating famine years and we have remarkable new material about his Irish ancestry.
“This will be a major programme of activities as we mark JFK’s memorable journey to the shores of his ancestral homeland with events throughout the summer.”
“We are also looking forward to welcoming the Second Aer Lingus College Football Classic in 2023.
We are expecting 40,000 tourists to arrive and stay in Dublin and they will be engaged with EPIC as part of their trip. There will be alumni of Notre Dame College and Navy College whose founder was John Barry – the father of the U.S. Navy – who hailed from Co Wexford.
As CEO, Aileesh is particularly interested in partnership projects. For instance, the Epic Museum is interconnected with the National Famine Museum in Strokestown in Co. Roscommon.
“The collaboration with Strokestown has evolved into a whole new exciting tourist attraction as it ties in with the National Famine Way – that follows the tragic trail of 1,490 tenants who were evicted from their homes in Strokestown and led by a bailiff over 165km to Dublin Port,” explains Aileesh. “This four-day tour tells the story of the poor and hungry that eventually arrived at Custom House Quay and is bookended with the EPIC Museum experience and a visit on board the Jeanie Johnston.”
The moored boat is a replica of the coffin ships that carried thousands overseas and the unfortunate who didn’t survive the journey.
So what are Aileesh’s goals for the New Year ahead?
“We want to grow our visitors by 25% next year and build on the great rebound that we have experienced post-Covid with more exciting partnerships and connective tours. The Historian in Residence Programme, organised with the Department of Foreign Affairs has just appointed Dr Catherine Healy to the role and she will research new historical themes and perspectives to explore. We are developing our advance booking programme and a new ticketing system so we can pack in extra value and bundling for our visitors who can enjoy a fully serviced day by adding in extras like The Dublin Discovery Trip and possibly the Liffey Ferry Trip where tourists can be dropped off to explore the historic docklands.”
There will also be lots of musical entertainment in 2023.
“Yes the Dublin Trad Festival kicks off at the end of January and this is a great way to collaborate with musicians and there will be receptions to mark the festival. This Christmas we have a wonderful concert at EPIC in association with DFA launched by Colm Brophy.’”
It’s a busy schedule so what is her wish for the New year?
“I think Epic has such a unique voice that resonates with so many visitors and I want to grow our visitor numbers and continue our success.
We have been voted Europe’s leading Tourist Attraction for three years in a row – and we also won the prestigious Sandford Award for Heritage Education.
We will be putting out a tender for an innovative designer to revamp the gift shop so it is more immersive and in line with the museum experience.”
Aileesh Carew’s brand vision is full of bright and inspirational ideas. Her enthusiasm for this welcoming visitors’ museum that was once the location for so many sad departures is a fitting tribute to the bravery and suffering of the Irish Diaspora.
