New Dublin brand looks beyond city centre for 'must-visit' appeal
A Breath of Fresh Air
Published 16/10/2015 | 10:13
Dublin is being rebranded as more than just a "party town" in an effort to secure its long-term future as a tourism destination.
The new brand and logo - ‘Dublin – A breath of Fresh Air’ - were unveiled as key elements in a rebooted tourism marketing campaign launched today.
The €1 million reboot, described as "a new expression of a rare auld thing", seeks to change perceptions of Dublin "from a weak and one-dimensional image to that of a city pulsing with life," according to Fáilte Ireland.
The logo (see gallery) was inspired by "the old, the new, and one Dublin resident in particular," the tourism development authority said: the humble swift.
”This is the first Dublin-dedicated tourism campaign in many years," said Shaun Quinn, Fáilte Ireland CEO, speaking at the campaign launch in Croke Park.
He described the new brand as "a milestone".
"It is necessary as Dublin is in danger of allowing its brand to become a bit stale while our competitor cities overseas have actually been reinventing themselves."
Modern tourists enjoy a huge range of city break options across Europe, with destinations like Amsterdam ("I Amsterdam"), Berlin ("visitBerlin") and Stockholm ("This is Stockholm") marketing themselves dynamically in recent years.
Visitor numbers to Dublin have grown by 12pc in what could be its busiest ever year, but there is a recognition that the city needs to "future-proof" itself as a destination that will continue to appeal even if external markets or currencies fluctuate.
The 'Breath of Fresh Air' tag encourages visitors to look beyond the City Centre, positioning Dublin as a coastal city with mountains and sea its doorstep.
“What we have here in Dublin is unique," said Minister for Transport, Tourism and Sports, Paschal Donohoe TD, who launched the campaign.
"There is no point, however, in being Europe’s best kept secret, and I very much welcome this new campaign to reposition the city and county and ensure that its unique appeal cuts through in the international marketplace.”
The campaign will be rolled out in an autumn UK marketing campaign next week, including targeted transport and commuter outdoor advertising. Campaigns will also run in Ireland, as well as in France and Germany, with an emphasis on digital and social media marketing.
€1 million has been earmarked for the first phases of the public/private initiative - funding provided by Fáilte Ireland, the four Dublin local authorities and a collection of private-sector partners including city hotels, Brown Thomas, the Guinness Storehouse, Irish Ferries, the Dublin Chamber of Commerce and daa among others.
The campaign was co-ordinated by the ‘Grow Dublin Tourism Alliance’ (GDTA), a group established by Fáilte Ireland to develop the plans set out in Destination Dublin – A Collective Strategy for Growth to 2020.
It aims to grow visitors numbers to the city to 6.2 million by 2020, and to grow tourism spend from a base of €1.4 billion to €2.5 billion in the same period.
“All of us around the table – tourism businesses, retailers, representative associations and State agencies – feel that this new brand captures the essence of what makes Dublin different," said Michael Carey, Chairman of the GDTA.
Other differentiating factors include the vibrancy of Dublin's population, its "ever evolving culture and curiosity" and "a spontaneous openness", Fáilte Ireland says.
“Tourists aren’t aware of what Dublin has to offer and what makes it distinct. Compared to other European cities, Dublin is seen as ‘dusty’ and old-fashioned," Carey added.
"To compete with other cities, we need to reposition Dublin to encapsulate its dynamic and bustling personality," he said.
The GTDA today also published its Grow Dublin Tourism Alliance Progress and Action Plan, which identifies access and transport, accommodation and food and the cruise passenger experience as "core parts" of the Dublin visitor experience for prioritisation.