An Economic and Spatial Plan for Limerick Appendices

Limerick 2030 An Economic and Spatial Plan for Limerick
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4. Place Marketing Strategy
Successful place marketing of Limerick will require:
Leadership – evidence of both civic and wider place leadership with key senior figures and
ambassadors publicly working to build place reputation and image.
Partnership – evidence of organisations working together for the greater good of the place,
collaborating and cooperating with the promotional challenge seen as the shared
responsibility of all organisations.
Clarity – a clear, confident proposition told by everyone, which focuses on a small number
of key strengths.
Consistency – alignment of place messages, regardless of which organisation is speaking
with messages anchored around the proposition to reinforce key messages. Organisations
have access to and use tools to support the place promotion challenge including
photography, copy, materials etc.
Commitment – commitment to resources to support the place marketing that is enduring
and long term and seen as an investment in the economic prosperity.
4.1 Limerick Place Marketing Principles
This Limerick Marketing Plan – place proposition and marketing strategy for ‘New Limerick’ is
based on the following principles:
Bringing the Limerick proposition to life
Gain buy-in and ownership to the new proposition from all major partners and organisations and
enable them to use the proposition and align activity and materials as part of their own
communications, marketing and promotion through the provision of appropriate tools,
encouragement and support.
Champion Limerick
Develop proactive ambassadors for Limerick within key organisations, the Limerick diaspora and
wider place alumni, providing them with relevant information, news and tools to enable them to
speak up for Limerick through their own networks and relationships.
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