An Economic and Spatial Plan for Limerick Appendices

Limerick 2030 An Economic and Spatial Plan for Limerick
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Plan will ensure that the tourism, event, investment and business marketing that already happens
and is delivered through a range of different partners, will start to achieve increased impact.
It is essential that Limerick has an authentic place branding proposition that genuinely reflects its
positive attributes and a place marketing strategy which effectively promotes the City and
surrounding area. This proposition must tell a new story of Limerick; one that challenges
perceptions of the City and surrounding area, surprises people and causes them to reconsider
their view or opinion. The proposition must be aligned to the target economic sectors identified,
but also the quality of life and quality of place that potential investors and visitors will seek. The
consistent use across all place promotional activities, by a range of partners of this proposition will,
over time, create the positive awareness required to change perceptions and attitudes towards
Limerick as a place to invest, work, live or visit.
Confidence, consistency and clarity of the Limerick Marketing Plan - Place Proposition and Place
Marketing Strategy, supported and proactively championed by all partners and stakeholders will
be the key factors of success for Limerick.
Proposed aims of a new Limerick Marketing Plan - place proposition and place marketing
strategy are:
To build a more positive reputation of Limerick with regional and national Irish audiences;
To unify Limerick organisations with a shared sense of place and purpose;
To develop more local resident and business confidence;
To achieve greater value and consistency from existing marketing and promotion;
To attract more people to experience the City Centre;
To support job creation and the ambitions of the new economic strategy.
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