CDA – A Roadmap for Branding Dublin 2012 – A Discussion Paper
CDA – A Roadmap for Branding Dublin 2012 – A Discussion Paper
CDA – A Roadmap for Branding Dublin 2012 – A Discussion Paper
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A <strong>Roadmap</strong> <strong>for</strong> <strong>Branding</strong> <strong>Dublin</strong>, A <strong>Discussion</strong> <strong>Paper</strong> <strong>2012</strong>“<strong>Dublin</strong> has a laid back, relaxed and chilled atmosphere, a multiculturalmodern city that hasn’t yet lost its character and soul”<strong>–</strong> Your <strong>Dublin</strong> Your Voice panelIreland’s history of emigration and tradition of travelling and working abroadhas led to widespread acceptance of migrants. The Global Creative CityIndex ranked Ireland second <strong>for</strong> tolerance and openness to ethic and racialminorities. 97 <strong>Dublin</strong> hosts many events celebrating the heritage of its residentsincluding the Chinese New Year Festival, Africa Day, the Festival of RussianCulture and a Japanese Hanami Festival, meaning that not only are the city’smigrant communities accepted, they are celebrated.“<strong>Dublin</strong> is now a culturally diverse and cosmopolitan city with over 150 nationalities livinghere.” 98Recently there has been increased recognition of the valuable role ofmigrants in the work<strong>for</strong>ce. Many of <strong>Dublin</strong>’s growing industries, particularlythe ICT and fi nancial services sector, are dependent upon skilled migrants tofi ll certain positions, while an increasing number of job vacancies seek fl uencyin a <strong>for</strong>eign language. This availability of a <strong>for</strong>eign talented work<strong>for</strong>ce has inpart led to Ireland being ranked fi rst <strong>for</strong> Human Capital in the recent Citi / EIUGlobal City Competitiveness Index <strong>2012</strong>. 99The Irish diaspora have strengthened <strong>Dublin</strong>’s international connections. Nowtoo, the city’s multiculturalism can lead to new international connections,allowing the city to become a more attractive destination <strong>for</strong> investment,tourism and migrants.“With over 60-plus languages spoken here in Google (<strong>Dublin</strong>). Ireland is good at supportingmulti-lingual, multicultural and multi-currency business.” 1005.6 A Competitive City InfrastructureThroughout the Celtic Tiger years there was extensive investment in theupgrade of infrastructure assets throughout Ireland and <strong>Dublin</strong>, while thecity’s potential as a test bedding location <strong>for</strong> new technologies will see newinfrastructural assets and effi ciencies develop.97 Global Creativity Index, 201198 Central Statistics Offi ce (CSO), Census 200699 Economist Intelligence Unit (EIU). Benchmarking Global City Competitiveness, <strong>2012</strong>100 Nelson Mattos, the vice president of Engineering at Google Europe55