An Economic and Spatial Plan for Limerick Appendices

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Limerick 2030 An Economic and Spatial Plan for Limerick __________________________________________________________________________________________________________ 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. June 2013 122
Limerick 2030 An Economic and Spatial Plan for Limerick __________________________________________________________________________________________________________ 2. Limerick Place Proposition The new place proposition for Limerick is based on the following model which delivers a central idea and associated themes which together form the new place proposition. This proposition is used to inform, direct and align activity to provide consistency of place message and communications. It can additionally be used to help inform the wider aspects of place experience including the physical environment (public realm etc), the products/services (businesses, attractions etc) and behaviour (city welcome etc). Figure 13: Place Proposition Using insight, knowledge and opinion gathered through workshops, face to face and telephone interviews, desk research and immersion in Limerick and with consideration of relevant policy and strategy documents, there is evidence that the new proposition must: state confidently and assertively that this is Limerick challenge false beliefs about Limerick people and place surprise with a new statement about Limerick, its ambitions and its purpose support the economic strategy ambitions complement and join up sector-specific propositions & messages And in its delivery, the new proposition needs to develop the sense of a place that is: resilient, attractive and forward looking alive with industrious endeavour and academic energy ambitious and purposeful products/services environment place proposition (central idea & themes) communications behaviour June 2013 123
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CONTENTS Appendix 1: Baseline Analy
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Appendix 1 Baseline Analysis
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Limerick 2030 An Economic and Spati
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An Economic and Spatial Plan for Limerick Appendices

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