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

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A Roadmap for Branding Dublin, A Discussion Paper 2012The Saint Patrick’s Day celebrations are a unique opportunity in that no othercountry in the world can boast the same level of international coverage of itsnational day. The celebrations include such events as parades, receptionsand a major greening of the landscape, with international icons such asNiagara Falls and the Leaning Tower of Pisa being fl oodlit in green.The Nation as a Target Audience:As the future brand ambassadors, Ireland’s citizens are a key audiencefor the Dublin Brand, and as such the Irish people must feel that they haveownership and involvement in the brand. The brand is not only an initiativefor attracting investment, tourists and migrants from abroad, but also forfostering civic pride held by the Irish people in their capital city. Often therecan be a feeling of an Ireland of two places, of Dublin and the rest of thecountry. Any branding strategy developed must allow for the entire country toidentify Dublin as a city that they can visit, work in, live in, and be proud of.2016 will mark the centenary of the Easter Rising, when moves to createan independent Irish nation gathered force. This and the following yearsup to 2022 will mark the centenaries of many important events leadingup to Ireland’s independence, and Dublin will be at the centre of thesecommemorations. These events will provide an unrivalled opportunity toshowcase the city, to raise its international profi le and to attract more tourists.A brand for Dublin can play a vital part in the promotion of these celebrationsboth nationally and internationally.4.6 The Formulation of the Dublin BrandHaving identifi ed the context, the governance structure and the targetmarkets, Figure 4 illustrates how the Dublin Brand will be developed.The brand should be underpinned by the values and framed within thecollaboration model to achieve the objectives, as set out in this section. Thebrand’s objectives will be achieved through ten actions that are set out inSection 6. Key to the formulation of the brand is an analysis of the brandassets, which will play a key role in shaping the message and identity of thebrand.42
Figure 4: Formulation of the Dublin BrandFramed within aBRANDCollaborationModelUnderpinned ByBRAND VALUESDelivered BrandTasked to Deliverthe ObjectivesFriendlinessand WarmthInnovationandCreativityOpennessandDiversityEntrepreneurialSpiritAchieved throughAttractInvestmentSeekInternationalEvents andDesignationsEngage withthe people ofDublinEstablish TheCollaborationModelPromote toExportMarketsPlace fordoingBusinessObjectivesof theBrandAttractTalent andInternationalStudentsGrowTourismEngage inInternationalisationDesign theDublin BrandActions toDeliver for theBrandEnhance theTourismProductAgreethe VisionEngage inRegularMonitoring of ourInternationalPositionBuild uponDublin’s Assetsand address theChallenges
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ContentsExecutive Summaryv1. Introd
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A Roadmap for Branding Dublin, A Di
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A Roadmap for Branding Dublin, A Di
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Page 18 and 19: Timeline:It is suggested that the A
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Page 108: 10 Steps toDublin’s Brand1Engage
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CDA – A Roadmap for Branding Dublin 2012 – A Discussion Paper

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