"Ireland's DNA" - a county that embodies all that is great about Ireland - that's the message from Donegal in a new branding of the county designed to showcase it as a great place to live, work, invest, study and explore.

Launched online this afternoon, the Donegal County Council initiative will see the county promoted through the Donegal.ie website, the online home for the new "place brand" which they say will be a vital resource for a wide audience including investors and remote workers, as well as local people looking for information on services and opportunities in the county.

Success stories from "Donegal Ambassadors" back the drive to encourage others to follow their dreams in the north west.

Among them are Rosie Temple of Magee 1866, an iconic brand based in Donegal for five generations; Killian McLaughlin who realised a childhood dream when he set up Wild Ireland, an animal sanctuary in Inishowen and Ciaran Harvey and Charlene Kennedy of Pramerica which began as a small tech start-up and grew into a Fortune 50 business.

Launched by Minister for Agriculture Charlie McConalogue and the Cathaoirleach of Donegal County Council, Cllr Rena Donaghey, the event was a celebration of life, success, education, culture and music in Donegal which, the Minister said, has retained its culture, heritage and distinct assets which encapsulate everything that is good about Ireland.

The new drive highlights everything from digital hubs to successful businesses, cheaper property, lifestyle, scenery and outdoor attractions and it is a timely promotion they say with more people relocating from congested urban centres coupled with significant regional investment commitment to support this trend.