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

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A Roadmap for Branding Dublin, A Discussion Paper 2012Export Target Markets:While Ireland is rated the second most globalised country in the world 52 andnew export markets are emerging, traditional trading partners continue to bethe most important for Irish exporters.In 2011, Enterprise Ireland supported Irish fi rms 53 had €5.5 billion of exportsto the UK, €5.4 billion to the rest of Europe and €1.68 billion to North America.The new emerging markets of Asia Pacifi c and Latin America amounted to€978 million and €139 million of exports respectively.Recent trade fi gures from the Central Statistics Offi ce (CSO) also highlight thenature of our trade relationships. In April 2012: 54> 59% of total goods exports went to Belgium and GreatBritain, while 17% of goods exports went to the USA.> Nearly 7% of UK exports go to Ireland, making Irelandthe UK’s 5 th largest export market, while Great Britainwas the source of 33% of Ireland’s imports.CSO fi gures for 2010 show that: 55> Ireland imported more services than it exported, with the UKthe main destination for Irish service exports, worth €14.4bn.> Service exports to the USA were €4.2billion however, serviceimports from there amounted to €23.8 billion. Service exportsto Asia were worth €7.1 billion, with €1.8 billion going to China.The Dublin brand should seek to continue to reinforce our strong links withexisting export partners while nurturing new markets for Dublin exporters.52 Ernst & Young, 201153 Enterprise Ireland Annual Report, 201154 Central Statistics Offi ce (CSO), 201255 Central Statistics Offi ce (CSO), Service Exports and Imports, 2009, 2010 &201138
A Roadmap for Branding Dublin, A Discussion Paper 2012Foreign Direct Investment Target Markets:“In no other nation in the world are US MNC’s as prevalent as they are inIreland.” 56“The global information technology revolution, favourable corporate taxrate, Irelands strategic success in attracting other high value industrieslike life sciences and fi nancial services, the nation’s access to theEuropean Union – all of these factors converged in the mid 1990s tomake Ireland one of the most attractive destinations in the world for USmultinationals”. 57> Ireland is renowned internationally as a prime locationfor Foreign Direct Investment (FDI) attracting 79 newannouncements in 2011 while Dublin attracted 35 ofthese representing a 45 per cent national share. 58> Almost 70 percent of total FDI into Ireland and Dublin issourced from US based companies while Germany andFrance contribute 11 percent and 5 percent respectively 59 .Estimated at roughly $55 billion in 2010 the total output of US foreignaffi liates in Ireland is equivalent or greater than the aggregate output of manydeveloping nations. Ireland accounts for almost a 9 percent share of total USinvestment in Europe. 60While emerging markets offer great potential for future attraction of FDI, it isimportant that we do not overlook the importance of our traditional partners,in particular the United States.56 American Chamber of Commerce Ireland. Built to Last –The Irish-Us Economic Relationship, 201157 Ibid.58 Industrial Development Agency, Announcements 2007-201159 Ibid.60 American Chamber of Commerce39
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ContentsExecutive Summaryv1. Introd
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10 Steps toDublin’s Brand1Engage
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CDA – A Roadmap for Branding Dublin 2012 – A Discussion Paper

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