An Economic and Spatial Plan for Limerick Appendices

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Limerick 2030 An Economic and Spatial Plan for Limerick __________________________________________________________________________________________________________ 6. Reference Materials 1. Background evidence Limerick’s current image and brand is communicated through a range of mediums. This includes: Formal promotional material produced by inward investment and tourism agencies for the city and its region; Promotional material produced by universities, sports clubs, cultural institutions, hotels and retailers are part of ongoing marketing; Media messaging through city, county and national government; Civic, business and government leadership presentations in individual and group settings. A wide range of promotional material has been produced with a variety of different key messages including: The Riverside City (Limerick City Council) Ireland’s Vibrant Riverside City (discoverireland.com) A modern, riverside city (Shannon Development) Progressive City Centre (discoverireland.ie) Ireland’s third city Capital of a dynamic region - the retail, business, financial, industrial, administrative and commercial heart of the Mid-West Region (limerick.ie) City of Sport (2011 designation) City of Culture (2014 designation) Warm, witty and welcoming (Shannon Development - tourism) A fun, forward-thinking and dynamic city where cultural, social and sporting events are at the cornerstone of everyday life (Limerick Institute of Technology) Limerick as a Place to Live and Study (University of Limerick) June 2013 138
Limerick 2030 An Economic and Spatial Plan for Limerick __________________________________________________________________________________________________________ Experience Limerick – 25 Fun Things to Do – history, sport, shopping, eating and drinking (limerick.ie) Beyond these headline strap-lines, the image and brand of Limerick is set by conditions and perceptions on the ground. The image of Limerick is undoubtedly varied. It reflects the range of strengths and challenges that have emerged across domains within this report. This range is reflected in the ways in which stakeholders talk about Limerick and in the ways it is viewed externally, particularly in media coverage. Key elements of this image include: Hi-tech employment clusters World class higher education European level sports Waterfront setting, history and fabric of the City Centre International name recognition Favourable inward investment climate Great people, committed locals Concentrations of deprivation High unemployment Vandalism, petty crime and organised crime Stalled sites that have not advanced in a decade Ongoing political competition Current delivery channels and campaigns The marketing of Limerick is primarily delivered as a secondary by-product of the marketing and communications activity undertaken by various organisations across the City through their own organisational marketing. The following organisations have some element of City marketing associated with their marketing and communication activities. June 2013 139
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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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