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

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A Roadmap for Branding Dublin, A Discussion Paper 2012INFO BOX: Your Dublin, Your VoiceFirst established in 2010, “Your Dublin Your Voice” is an initiative of the fourDublin Local Authorities representing the Dublin City Region. It was set upto observe the views of Dublin residents on living, working and studyingin the city region. With over 3,300 registered members, composed of adiverse range of people, representing all 32 counties of Ireland and over 60nationalities, Your Dublin Your Voice provides a valuable insight into howDublin’s residents feel about the city. 71% of respondents felt that theywould prefer to live in Dublin over anywhere else in Ireland while 90% wouldrecommend Dublin to family and friends as a good place to visit.6.2 Develop the Collaboration ModelThe Creative Dublin Alliance, its Executive Network and the DestinationMarketing Alliance for Dublin are the proposed structures for collaborationacross the key stakeholders in Dublin’s brand. The stakeholders arecomprised of the four Dublin local authorities, IDA Ireland, EnterpriseIreland, Fáilte Ireland, the higher education and business sectors, and thecreative and tourism industries. Figure 2, in Section 4 displays the proposedcollaboration model to develop the Dublin brand.The Creative Dublin Alliance is developing a strategically focusedcollaborative leadership network and will agree the vision and values of thebrand concept and strategy. It will focus on raising the profi le of Dublin’srole in the national and global economy through regular benchmarking ofDublin’s international performance and by identifying the priorities to drive theinnovation agenda.The Executive Network will agree collective strategies to addresschallenges and align individual corporate strategies with the brand vision.These collective strategies will work across the core areas of developingDublin as an internationally competitive city; driving innovation and the smartcity agenda, developing civic engagement in quality of life issues and buildingwider communication and innovation networks.The proposed Destination Marketing Alliance for Dublin would bringtogether the very best of Dublin’s marketing and communications expertiseacross tourism, investment, business and talent attraction to agree clearcommunication messages for the promotional and marketing of Dublininternationally. The Destination Marketing Alliance for Dublin would ensure64
A Roadmap for Branding Dublin, A Discussion Paper 2012the implementation of innovative international marketing campaigns that willeffectively promote and communicate the overarching Dublin brand while alsodeveloping specifi c strategies in each target market.While Dublin City Council is taking the leadership in the development of thebrand and the Mayors of the four Local Authorities will lead in engaging theresidents, this model will pioneer a new relationship of public and privatesector collaboration informed by innovative engagement with residents on thequality of life in Dublin while also actively managing our international networksand reputation to promote Dublin’s role and position in the global economy.It is proposed that the Creative Alliance, its Executive Network and theDestination Marketing Alliance (subject to its establishment) would in duecourse come together to agree a clear vision and agenda for the DublinBrand project and agree the funding model and operational issues of whowill manage and monitor the brand performance on an ongoing basis. Thisis a vital piece of the jigsaw that keeps the whole picture in view and willhelp to sustain the momentum on the brand over the longer term, supportcollaboration on activity and co-ordinate the communication messages.Winning the investment of resources by both the public and private sectors inthe Dublin Brand will require a clear focus on its performance against agreedtargets. A target driven approach will also help to align all existing strategies,activities and communications across the key players.6.3 Agree the VisionAgreeing the Vision for Dublin will be a critical step in the development of theDublin Brand. Envisioning Dublin’s distinct competitive advantage, for at leastthe next ten years, starts the process of building on Dublin’s unique assetsand personality, while the articulation of core values will defi ne how the brandwill be developed, managed and communicated. If based on reality and donewith integrity it will be a vision and values that people and stakeholders inDublin, Ireland and internationally will be proud to align themselves with.65
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ContentsExecutive Summaryv1. Introd
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CDA – A Roadmap for Branding Dublin 2012 – A Discussion Paper

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