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

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Figure 5: A Mind Map of Dublin’s AssetsDublin’s PeopleCharacterBrand AmbassadorsCreativity, Warmth, Friendliness, HumourInternational Connections, DiasporaDynamic& EducatedWorkforceAt the heartof Ireland,and the centreof the WorldFirst for Availability of Skilled LabourCentre of Ireland’s transport networkAccess to EU MarketsAccess to Mountains and CoastIdeal time zoneIMD 2012InnovationWorldLeadingInvestmentLocationTestbedding the FutureUniversitiesLeading Venture Capital locationVibrant Start up sceneIFSCLow Corporation TaxEase of doing businessHuman CapitalOpen Data: dublinked, Smart cities50% of world’s leading financial service firmsHalf of the world’s fleet leased aircraftStrong regulatory modelCreative, adaptable and talentedEIU Top Global City for Human CapitalOpenness& DiversityCosmopolitan & Multicultural CityLeading destination for Talented WorkersMultilingual workforceYoung, vibrant workforceInfrastructureDistinct UrbanCharacterNational Convention CentreDublin Port TunnelSports StadiaRail & Light RailWorld-class AirportMotorway InfrastructureCompact and Low RiseDistrict Character AreasGreen SpaceModern Transition20 Minutes from city centreWalkable cityDocklands, Georgian Core, Phoenix Park, Liberties78sq.m of green space per peronIconic ArchitectureArts & CultureUNESCO City of LiteratureFree Museums / GalleriesRenowned Musical Culture
A Roadmap for Branding Dublin, A Discussion Paper 20125.1 Dublin’s Leading Asset – Its People“I love Dublin, it’s a great reminder of why it’s great to be Irish. Especiallywhen re-entering the country. The craic people have, the instantaneouschat between yourself and someone you don’t know at any stage.Dublin is very friendly that way.” – Your Dublin Your Voice panel“Dublin is a ‘lifestyle’ place – it’s a personality – creativity is in our DNA– we have an aptitude to succeed in business.” – Stakeholder InterviewThe people of Dublin stand out as the pivotal aspect that differentiatesDublin. Their talent, work ethic and adaptability have long been recognisedby employers, however it is also their friendliness, humour and warmth thatis time and time again what people recognise as the best thing about Dublin.Their charm, generosity, wit and fun are among the top characteristicsmentioned in both local and international surveys. The fi rst ever UN WorldHappiness Report 70 ranked Irish people among the happiest in the world.“Its people that count, and they have never lost their generous warmth.”– Your Dublin Your Voice panel“Dublin has a buzz that others cities don’t have.”– Your Dublin Your Voice panelHowever, it is not only the innate character of Dublin’s people that is an asset,it is also their international connections. Dublin’s and Ireland’s residents, aswell as a large international diaspora, have the potential to be Dublin andIreland’s best brand ambassadors with a global reach. 22 percent of peoplewho visit Dublin come to see family and friends, while Irish people themselveshave family and friends, and work and travel throughout the world 71 . AsDublin’s brand develops it will strengthen the pride that the Irish have in theircity. This in turn will only strengthen the attraction of the brand through theinternational network of the Irish people. Key to this is the involvement of thepeople in creating the city’s brand. Increasing their engagement will help toheighten awareness of all that there is to love about the city. One participant70 The Earth Institute Columbia University, World Happiness Report, 201271 Irish Tourist Industry Confederation, (ITIC), Capitalising on Dublin’s Potential, 201247
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CDA – A Roadmap for Branding Dublin 2012 – A Discussion Paper

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