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

A Roadmap for Branding Dublin, A Discussion Paper 20126.6 Effectively Communicate the BrandDesigning a Multi-stakeholder communication plan for the Dublin brandIn developing a brand, the obvious priority is to clearly articulate thecommunication messages to each target market and audience. When thatbrand is a city region, those target audiences include the local and nationalresidents, stakeholders and partners, as well as key international marketsegments across the tourism, talent attraction, business and investmentsectors. The brand’s vision, its transparency, governance model and itsauthenticity are important considerations in creating the content of anycommunications strategy. The communications methodology and channelsthemselves, should be innovative and experimental, and embrace the fullrange of communication technologies available. To refl ect the brand valueof encouraging people’s creativity and openness, communication must beengaging and interactive with residents.It is proposed that the Dublin portal website www.dublin.ie be redesignedto become the core communication channel for the Dublin Brand. The www.visitdublin.ie site would also continue to be developed as the tourism site forDublin, but the two sites would be better integrated at the front end to refl ectthe cohesive Dublin Brand. Many cities are addressing this with the deliveryof digital strategies such as London and Partners (focusing on all aspects ofcity identity – business, tourism, investment etc), Do it in Barcelona (attractingbusiness and entrepreneurs) and I Amsterdam (focusing on residents andtourism).Social media strategies and campaigns will be key tools in developingengaging and interactive communications that will contribute to the vibrancyof the brand. There are opportunities to leverage this through the presence ofa strong internet cluster in Dublin.The Destination Marketing Alliance will develop the Communications Strategyfor Dublin with clear communication messages for the promotional andmarketing activity of Dublin internationally. This alliance will include the best ofDublin’s marketing and communications expertise across tourism, investment,business and talent attraction. Figure 6 illustrates the different factors thatcould be considered in formulating a communications strategy for a brand.68