An Economic and Spatial Plan for Limerick Appendices

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Limerick 2030 An Economic and Spatial Plan for Limerick __________________________________________________________________________________________________________ Limerick Communications Office The Limerick Communications Office provides a concerted effort focused on the marketing of Limerick City in particular. Its activity is focussed primarily on public relations via media and social media and events such as Riverfest. Limerick City Council & Limerick County Council fund partnership leads on the promotion of Limerick to external audiences. The office plans and executes various events in the City as a key route to attracting more people in to the City. Its functions include City Council PR and Mayoral speeches. It is a primary source of positive stories about Limerick and it is having a degree of success with the media in changing underlying opinions of the City. It does have a good reputation with the media and is trusted, a good foundation for the City to build on. Other key achievements include development of the successful site www.limerick.ie, the Street Ambassadors City Centre personnel (jointly funded with Shannon Development), various City- focused materials including the city map and Riverfest annually. Shannon Development Shannon Development also highlights Limerick through various marketing materials, particularly relating to tourism as part of the overall Shannon Region positioning. There is also a strong orientation to inward investment, business assistance and site specific promotion across Limerick City and the County as part of the promotion of the Shannon Region from an economic perspective. Thomond Park The home of Munster rugby, Thomond Park is promoted as a music and business venue as well as an international sporting venue. A key audience for the venue is international music and sporting promoters. The Stadium Director has worked extensively with the City’s hotels and the Communications Office to develop the quality of the City experience on Munster match days. Given the visibility of the stadium and the use of online information by visitors, this is an important potential resource for messaging about Limerick. However, current collateral for the Stadium does not include any sections about the City. The Stadium owners report a strong interest in a more active role in promotion of the City as a whole. Limerick Institute of Technology LIT has a high proportion of local and regional students, although it also draws from a national and an international catchment. LIT is likely to be a highly visited local website, and therefore a June 2013 140
Limerick 2030 An Economic and Spatial Plan for Limerick __________________________________________________________________________________________________________ key communication channel. The Institute’s website addresses its home city prominently. “By coming to LIT, you will be among some 20,000 third level students in Limerick who are valued for their contribution to making the City the exciting, spirited and energetic place that it is. As a student you will discover that Limerick is a vibrant, young City that bustles as the commercial capital of the region. Limerick has something to offer everybody thanks to its many cultural, historical, architectural, sporting, shopping and business activities. With almost 50 per cent of Limerick’s population under the age of 30, it is fast becoming a vibrant, living, cosmopolitan City. In the past decade Limerick has gone through a huge redevelopment drive that has transformed the City. Defined by the great River Shannon, the City has an attractive and modern urban centre with boutiques, cafés, and great off the beaten path shops, and a nightlife that will take you into the wee hours of the morning.” University of Limerick With a significant international and national catchment, the University administration, press and marketing teams have an active interest in Limerick’s reputation and image. The University’s website is also likely to be one of the most visited websites, and a key channel for image and branding communications. As part of its ‘Let Limerick Surprise You’ messaging stream, the University of Limerick reports “Limerick is a Riverside City where the Shannon is an integral part of the City’s character. Vibrant Limerick combines big City amenities with an innate friendliness – a mix that guarantees an attractive and welcoming environment for student living. The City boasts some fascinating historic sights, fashionable bars, charming old pubs, glossy shops, smart restaurants and boutique hotels”. Marketing is strongly focused on the quality of education, the campus and career prospects in line with the University’s core mission. This is, however, a further platform with global reach for promotion of Limerick in line with a core image and branding concept. The University has expressed a willingness to collaborate on marketing materials and events. Hunt Museum This is an important venue which show-cases local heritage and the famous Hunt family art collection. It is seen as a local and regional resource as well as a tourist destination. The Hunt Museum is highlighted in a wider range of tourist promotion material and in published tour guides such as the Rough Guide series. It is also highlighted on local tourist signage. The café is an active local facility, as well as a tourist amenity. There is some wider marketing material available at the Hunt Museum. As one of the more visited local amenities, this is a key potential location for promotion of the City. There is an opportunity to view the Hunt Museum as an ‘ambassador’ institution, with a key role in the ongoing promotion of Limerick. June 2013 141
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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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