CDA – A Roadmap for Branding Dublin 2012 – A Discussion Paper

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A Roadmap for Branding Dublin, A Discussion Paper 2012London & Partners (www.londonandpartners.com)London & Partners have formulated a highly business orientated strategythat is expected to provide immediate short-term returns on investment toits partners. The brand is aimed at promoting the city’s business strengths,attracting leisure and business visitors and attracting international students.In its promotion they see London as the world’s capital for business, talent,creativity and tourism. The marketing promotion has emphasised howLondon is both a unique and exclusive location with marketing campaignssuch as ‘Only in London’ and ‘Limited Edition London’.Open Copenhagen (www.opencopenhagen.dk)Open Copenhagen aims to unite the city’s varied offerings under a single,shared brand that will convey the most important qualities and values ofCopenhagen as the most open capital city in the world symbolising a young,fashionable city, which is open to all kinds of visitors, nationalities, interestgroups and businesses. It is composed of several sub-brands, such as‘Open for Inspiration’, ‘Open for Development’, ‘Open for Shopping’ and ‘VisitCopenhagen’.Online PresenceGiven the power of social media it is interesting to note the activity on Twitterheld by the respective city brands in June 2012, and in particular Dublin’sstrong performance:Amsterdam: @Iamsterdam had 18,100.London: @londonpartners had only 159, however,@visitlondon had 43,300 and @L_Pbusiness had 5,442 followers.Copenhagen: @VisitCopenhagen had 2694 followers on Twitter,while @OpenCopenhagen is a dormant account with 4 followers.Dublin:@VisitDublin had 19,400 followers!It is necessary that Dublin responds to the emerging economic opportunitiesthat are concentrating across the cities of the developing world, to promoteitself like other international cities and engage with emerging markets. Citiesare now the driving force of the global economy with intense competition forinvestment and skills. Dublin needs a strong brand to compete in this context.10
A Roadmap for Branding Dublin, A Discussion Paper 20122.3 Irish ContextIreland as a brand has been well established for the attraction of investment,international students and tourism through the co-ordinated actions ofvarious agencies. In the 2011 Country Brand Index it was ranked 13 th inEurope and 20 th globally for the strength of its national brand 18 , while alsoscoring well in various sub-brand areas, reaching 14 th for Heritage andCulture, 22 nd for Good for Business, and 18 th for Value System.In an effort to counteract negative coverage of Ireland as a result of theeconomic downturn and fi nancial crisis, the various agencies responsiblefor the Irish brand have sought to provide a positive image of Ireland. Figure1 shows an advertisement run by the Industrial Development Agency (IDA)Ireland, which emphasises the Irish workforce’s innovation capabilities and itssuccess as an investment location.While Dublin, as the centre of education and economic activity in Ireland, hasbeen a key benefi ciary of these branding strategies, in order to maximisepotential it is vital that Dublin creates a brand as an international city thatwould complement the work of these agencies.Figure 1: Industrial Development Agency (IDA), Google Advert, 201218 Future Brand, Country Brand Index, 201111
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10 Steps toDublin’s Brand1Engage
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